PUBLIC SECTOR: Red lands Leeds Strongbow deal

The Red Consultancy has been appointed by drinks company Bulmers to provide PR support for Strongbow’s sponsorship of Leeds United FC.

The Red Consultancy has been appointed by drinks company Bulmers to

provide PR support for Strongbow’s sponsorship of Leeds United FC.



Preparation on the brief is in progress at the moment in anticipation of

the unveiling of the new Leeds football strip in August. Red Consultancy

director Ed Staples will lead the project, which was awarded after a

three-way pitch.



Red’s job is to maximise the link between Strongbow and football and to

build on the increased awareness of the brand through the Johnny Vaughan

television advertising campaign. Red’s job is to make the Strongbow

sponsorship relevant to 18- to 24-year-old UK men.



’We’ll be trying to take the Johnny Vaughan ’live to loaf’ idea and make

it work for Strongbow within football. Football is a big thing for a lot

of men in this age range, and if as a product you can be associated with

it, then that is very powerful,’ said Staples.



From the start of the next football season in August, Strongbow branding

will appear on Leeds United football shirts. Leeds are currently

sponsored by computer manufacturer Packard Bell.



The shirt sponsorship is initially planned to run across the 2000 to

2003 football seasons and the Red contract, initially for one year, is

renewable.



Strongbow’s current year on year growth is nine per cent and accounts

for nearly one quarter of all cider sales in the UK. Bulmer Group

profits for the last financial year, ending July 1999, were pounds 25

million.



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