Keeping Barclays ahead of the game
Barclays needed a positioning and visual identity to generate maximum benefit from their sponsorship of Barclays ATP World Tour Finals: an eight-day event at London’s O2 arena, with the world’s top eight players battling for a US$5 million prize.
Communicating the event positioning
Aligning the event with Barclays’ values
The Barclays event positioning: ‘Ahead of the game’
Event brand guidelines
The solution
Bisqit and H&K Sports worked closely with Barclays to develop the positioning ‘Ahead of the game’, harnessing the radical nature of the event to the forward thinking elements of the Barclays brand. ATP (Association of Tennis Professionals) campaign imagery was visually aligned with Barclays’ brand to capitalise fully on the association. High-profile photo opportunities and carefully orchestrated media relations further boosted the value add.
The result
With over 250,000 tickets sold, the finals became the fourth biggest of all UK sporting events. The Andy Murray launch photo alone generated £325,000 worth of media value. Media association of Barclays with the event rose from 70% to 100%, and Barclays retained their lead sponsor status for 2010.
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