Everton Football Club, through a partnership with Partnerbrite, have launched a fan targeted marketing solution driven by first party data.
The technology allows the Club and its partners to craft sophisticated digital campaigns across both owned assets and off-network on high performing social, display and video channels - a first of its kind in the Premier League
The data driven marketing solution is being incorporated into Everton’s partnership programme and will be available to all future and existing partners, including the Club’s future stadium naming and founding partners for the new Everton Stadium.
The audience capabilities of the platform will extend beyond football supporters and will include concert goers and other possible event attendees to a new stadium that will attract more than 1.4m visitors per year.
Mark Rollings, Director of Partnerships at Everton said: “Brands are placing a greater and ever increasing emphasis on digital as part of their performance marketing. By optimising access to digital rights that are performance driven, we can provide our partners with highly tailored measurable campaigns, differentiating ourselves from the more traditional partnership offerings.
“Our understanding of fans and stadium visitors is driven by data. We understand what is most important to them and how best to reach them. By using this data alongside Partnerbrite’s technology we can provide our partners with a meaningful way to shape content that engages our audience with relevance. This significantly optimises partnerships by bringing an element of performance marketing into it.”
The solution is being delivered through Partnerbrite, a strategic partner of Elevate Sport Ventures, who are supporting the Club with the delivery of its commercial strategy for the new stadium.
Partnerbrite is a digital sponsorship activation platform that provides Everton’s partners with self-serve fan targeted digital campaigns. Unique in the market, their platform is transforming how digital rights are packaged and delivered.
“We are bringing sponsorship into the real world of marketing. Brands have been asking for this for a while, but up until now directly accessing fan data in a meaningful and relevant way has been difficult. Partnerbrite’s solution gives access to communicate with fans in real time," commented Marcus Treacy Co-Founder of Partnerbrite.
Partnerbrite’s technology delivers content and advertising across Facebook, Instagram, YouTube, TikTok, programmatic display and video as well as Everton owned channels to specific bespoke club audience segments, when and how the partner chooses – providing a more flexible approach to execution.
Everton’s partners can react in real time to events and have a 365-day opportunity to engage fans via these digital channels. This opens up the opportunity to run campaigns pre-match, post-match, or on dates specific to the sponsor’s own marketing calendar.
Construction on Everton’s stadium is due to be completed in the final months of 2024 with the Club recently confirming the senior men’s team will play competitive football in the new home at the start of the 2025/26 season.
