Leyton Orient FC Thinking Big

The entertainment industry relies on the underground scene and emerging talent for creativity, inspiration and ideas that can be taken into the mainstream. Yet, in football we have a habit of overlooking this and instead focus our attention and admiration for how the ‘big’ clubs manage sponsorship and partnership activation.

The pandemic has sent financial shock waves through the EFL League, and yet, it has also shone a light on some of the most captivating and successful activations ever seen, revealing that club’s front office talent has stepped up at a time when the back office was unable to play.

When it comes to Front Office performance there is no better example than at Leyton Orient Football Club. Formed in 1881, Leyton Orient Football Club is the second oldest professional football club in London. They compete in the EFL Sky Bet League Two at The Breyer Group Stadium, drawing in an annual attendance of more than 200,000 people and boasting a capacity of close to 10,000. A fiercely loyal fanbase which continues to astound with their support and aspirations to develop a global community, think big and attract international brands.

In the last twelve months and in the face of a pandemic this club has delivered some award-winning sponsorships, social partnerships, and fan engagement campaigns. Here are three of the best from the ‘O’s.

FIFA Ultimate Quarenteam Tournament

What started as an idea to engage Orient fans and its players as lock-down took over in March 2020, became an international sensation. 124 teams from around the world including Adelaide United, Ajax, DC United and Manchester City entered teams made up of their players. The following not only put Orient on the global map it also generated over £80k of donations for charities.

Harry Kane sponsors the team shirt

The England and Spurs striker made his debut at Leyton Orient and fitting with Kane’s character, he clearly does not forget where he came from. So, in May 2020 Kane stepped up and sponsored the Orient shirt and provided his three charities with a platform for publicity and fundraising. The home shirt sponsorship was dedicated to Frontline Workers tackling the COVID-19 pandemic, while the away shirts carry Kane’s other two charities, Mind the mental health charity and Haven House Children’s Hospice. Record shirt sales for the club were achieved in 48 hours and more than 3 times as many shirts sold for the 2020/21 season than the entirety of 2019/20 season already. This will enable the Club to donate a sizeable cheque to the three charities.

At a time when shirt sponsorship was a tough sell, Orient recognised the long-term benefits for all parties involved in this partnership was the right decision.

THE THIRD DUGOUT BOOSTS PAPA JOHNS SALES

Located pitch side in the north-east corner of the stadium, the Third Dugout can sit up to eight fans and allows them to get as close to the action as possible. What’s more, as well as absorbing the match day experience from this unique vantage point, Papa Johns – as the Official Pizza Supplier to the Third Dugout – delivers pizza at half-time for the fans at the dugout to enjoy. Such has been the popularity of the Third Dugout, that all games were pre-booked for the 2019/20 season. Papa Johns local store also achieved record sales. Hopefully it will not be long before the seats are back in use!

For brands planning to break into the UK market and think that football sponsorship packages are too rigid or expensive think again. The creativity and innovation by Leyton Orient’s front office and other EFL teams tells another story.