Sunderland AFC Activation

We created an engaging match day activity to promote Satsuma's partnership with Sunderland AFC.


After many years of working together on other projects, Satsuma Loans asked us to activate their new partnership with Premier League side Sunderland AFC. We were asked to create and activate engaging activity at the Stadium of Light in order to promote Satsuma’s partnership with Sunderland FC whilst helping to provide a memorable experience to Sunderland fans with the aim of building brand recognition.

To bring the partnership to life and raise awareness of it amongst Sunderland fans, we created the Satsuma Arena within the Fan Zone at the Stadium of Light. This designated area within the 5,000+ capacity zone is the home to all our match day activation.

We launched the sponsorship with a Guinness World Record Freestyle Footballer and our very own Football Pool at the opening home game of the 2016/17 Premier League season, against local rivals Middlesbrough. This was a giant football pool table that fans stand on and attempt to kick the balls into the pockets. It was incredibly popular, with fans competing to get the fastest clearance and top the leaderboard to win prizes. Due to the success and demand from the fans, the table continues to feature in the Satsuma Arena at home games.

Our Cyclone Machine activation was also a huge hit amongst the fans. Head -to-head they competed to catch as many balls as they could for the chance to win unique prizes such as match tickets and signed shirts. With music and a live compere, this was a great spectacle within the fan zone  as well as great fun for fans to take part in.

We have created short videos of fans taking part in the games to support photoboard and selfie mat images on social media. These have proven really successful in driving traffic to our social media pages and growing our audiences.Our activity has been successful as it is all about enriching the fans match day experience without a sales message. The primary aim is to provide positive brand engagement and generate a warm feeling towards Satsuma Loans. The partnership activation regularly attracts 300+ fans each match day.

We look forward to creating and implementing our next activation idea for 2017 – we’re sure it will be another hit with the fans!