Content marketing agency PinPoint Media has secured a contract with Gloucester Rugby for the upcoming season.
The Cheltenham-based agency has been appointed to run media campaigns for the English Premiership side, with an aim to draw new young supporters to Kingsholm Stadium.
The first initiative the company will run for the Cherry and Whites will look to find content creators, aged between 13 and 18 and active on social media, as “brand ambassadors”.
Those selected will capture and promote different aspects of the side’s training or match day operations. Their experiences will also be shared across the club’s own social media channels.
Pinpoint founder and chief executive Oliver Bruce - last year’s recipient of the Young Business Person of the Year prize at the GloucestershireLive Business Awards - said: “Having supported Gloucester since I was a child to be able to be so integrated in the new marketing efforts is awesome. We’re planning on making a positive change to the fanbase and future of the club.”
Gloucester Rugby’s recently appointed head of marketing, Nicol McClelland, who previously held marketing roles with the British Olympic Association and the Rugby Football Union, added: “Gloucester Rugby has an incredibly passionate and dedicated supporter base - unlike anything I’ve come across.
“We want to ensure we honour that passion with our existing supporters while crucially, encourage that same fandom amongst younger audiences for the long-term growth of the club. We’re excited to work with PinPoint on bringing that ambition to life.”
The deal comes after Pinpoint, which has opened bases in London and Manchester over the past year, helped market the return of the world’s largest military airs how - The Royal International Air Tattoo - to Gloucestershire in July.
Gloucester Rugby reported a return to profit in its most recently filed accounts in March, despite Covid-19 restrictions limiting the return of crowds during the 2020-21 season.
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