Southampton FC and Utilita
In April 2023, Southampton FC launched a new sustainability initiative, supported by Official Partner, Utilita, as part of The Halo Effect; the club’s sustainability strategy.
The challenge was to create a campaign that would engage fans and inspire them to take more sustainable actions, while also increasing brand sentiment towards Utilita.
Teaming up with Planet League, they launched The Saints Planet League Cup powered by Utilita.
This was a 3-week competition in the build up to Earth Day 2023 where fans scored ‘green goals’ by uploading photos of themselves living greener.
A live league table was hosted on the bespoke Saints Planet League Cup web platform and the top scorers won a player meet-and-greet, hospitality tickets or a signed shirt.
“This was a really exciting collaboration with Planet League & Southampton FC. It was great to see fans really engage with the competition.
We hope this encourages behavioural changes for the better of the planet.”
CAMPAIGN
Objectives:
How can we drive community engagement to give Utilita a ‘home advantage’
Create a community engagement campaign focusing on Utilita and Southampton FC’s values around sustainability
The campaign must inspire fans to make positive changes towards sustainable living throughout the campaign and further into the future.
Promote the key energy saving actions as part of Utilita’s ‘High 5’ campaign
Approach:
3-week sustainability campaign – kicked off on Earth Day.
Supporters driven to saintsplanetleaguecup.co.uk to participate
Green’ goals scored by taking small climate actions. Emphasis on energy saving actions, aligned to Utilita’s High Five campaign
Supporters upload a photo of their action to score - Planet League's VAR system checked each photo
Easy entry points for supporters via quizzes, watching content and inviting friends to join.
Live leaderboards provided real-time competition between fans
IMPACT
TV COVERAGE
Sky Sports Future of Football Documentary
Saints Planet League Cup featured in live Sky Sports coverage