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CONTENTS PARTNERSHIP OVERVIEW_____________________________ 3 MOTIVATED EMPLOYEES______________________________ 4 HOSPITALITY & CUSTOMER LOYALTY__________________ 6 FAN ACTIVATION_____________________________________ 8 UEFA CHAMPIONS LEAGUE 2016/17____________________ 10 PUTTING LEICESTER ON THE MAP 2016/17______________ 12

Win Global Exposure Part 1 2016/17_________________ 14

Win Global Exposure Part 2 2017/18_________________ 16

SHOP SHIP WIN! 2017/18______________________________ 20 PARTNERSHIP TOURS 2016/17_________________________ 22

Emile Heskey_______________________________________ 24

DHL Trophy Tour 2016/17 Season____________________ 25

Thailand Tour Overview____________________________ 26

Bangkok Head Office Event_________________________ 28

Bangkok Customer Event___________________________ 30

Bangkok H&G Event________________________________ 32

Japan Tour Overview_______________________________ 34

Tokyo Media & Consumer Event_____________________ 36

Tokyo Distribution Centre Event____________________ 38

Tokyo Gateway Event______________________________ 40

Post-Tour Social Media Analytics____________________ 42

LCFC TESTIMONIALS__________________________________ 43 HONG KONG PRE SEASON 2017/18_____________________ 44

Hong Kong Head Office Event ______________________ 46

Hong Kong Central Hub Event______________________ 48

Hong Kong Soccer School Event ____________________ 50

Premier League Asia_______________________________ 52

PARTNERSHIP TOOLKIT_______________________________ 54 AWARD WINNING____________________________________ 56


PARTNERSHIP OVERVIEW

DELIVERING LEICESTER TO THE WORLD As Official Logistics Partner, DHL’s partnership with Leicester City Football Club brings together two globally recognized brands. This portfolio will show the success and positive association between our two brands. LCFC made history by winning the English Premier League 2015/16, which was nothing less than remarkable and we are proud to be part of that story. As ongoing club sponsors during this incredible time, you will see how the UK Sponsorship team have activated the partnership to deliver creative B2B and B2C campaigns in the UK and delivered celebrations overseas through the Asia Trophy Tours. This portfolio shows how we have played our part in putting Leicester on the map! Our relationship with the club continues to strengthen and grow. We look forward to an exciting future together.

KARREN PIESLEY HEAD OF SPONSORSHIP, DHL EXPRESS UK

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MOTIVATED EMPLOYEES BOX CLEVER A HR portal for DHL Express UK Employees, Box Clever recognizes the hard work of everyone at DHL Express, through employeeto-employee recognition. We have teamed up with Box Clever to provide employees with the opportunity to win free grandstand tickets at King Power Stadium throughout the season. The opportunity to provide employees with our partnerships is fantastic – we were getting feedback that employees did not have the opportunity to get close to any of our global sponsorships that they see on TV. Now, all employees have the opportunity to win tickets! Harry Tugwood, DHL Reward & Recognition

88

NUMBER OF GRANDSTAND TICKETS PROVIDED TO BOX CLEVER FOR EMPLOYEE GIVEAWAYS

31 196

NUMBER OF GRANDSTAND TICKETS USED IN 2016

NUMBER OF GRANDSTAND TICKETS USED IN 2017


MOTIVATED EMPLOYEES

HUB TO HUB CYCLING EVENT To celebrate the DHL Hub expansion projects at East Midland’s Airport & London Heathrow. UK & Ireland CEO, Ian Wilson initiated a cycling event for DHL Express UK employees. Fellow employees took part and cycled the 154 miles over two days from East Midlands to DHL’s Southern Hub at London Heathrow. Organised pit-stops to push cyclists to the finish line included a celebrity visit from Filbert the Fox at King Power Stadium to celebrate DHL’s partnership with LCFC.

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£109,556,650 TOTAL REVENUE GENERATED BY CUSTOMERS ATTENDING HOSPITALITY DURING 2016/17 SEASON


HOSPITALITY & CUSTOMER LOYALTY

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HOSPITALITY & CUSTOMER LOYALTY HOSPITALITY BOX At Leicester City’s King Power Stadium, DHL holds a first-class hospitality box located at the halfway line. This luxurious matchday experience acts as an excellent facility to host customers and staff predominantly from the Midlands and North region. “Really enjoyed the whole occasion. The reception by the DHL hosts was brilliant and the food and drinks on offer were great. The venue is fantastic and I couldn’t fault anything about the day.” Glenn Chapman, Trelawny SPT LTD, LCFC v Chelsea – Sept 2017

230 240 NUMBER OF HOSPITALITY BOX TICKETS USED IN 2016

NUMBER OF HOSPITALITY BOX TICKETS USED IN 2017


FAN ACTIVATION THE ULTIMATE EXPERIENCE 2016/17 During the first four home games of the 2016/17 season at King Power Stadium, we ran a competition for a Leicester fan to win the ‘Ultimate LCFC Fan Experience’ utilising the DHL activation container. Over the four Leicester City matches, DHL engaged with thousands of fans asking them to enter their details onto a printed form. Fans dropped their forms in at the DHL Live Fan Booth and upon doing so were automatically entered into the draw. The winner selected at random by DHL received a tour of both training ground and stadium, photos with the trophy and players as well as signed merchandise. “I couldn’t believe it when DHL called me. I’ve had a tough few years, but in the space of 24hrs I got a new job and received the news that I’d won the competition! I feel like my luck has changed, and I cannot wait for the experience.” Gary, Ultimate Experience Winner & lifelong Foxes fan


FAN ACTIVATION

910 +20,000 COMPETITION ENTRIES

FANS ENGAGED

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UEFA CHAMPIONS LEAGUE 2016/17 WE ARE LEICESTER WE ARE IN EUROPE Leicester City travelled to six European cities during the UEFA Champions League. As Certified International Specialists, we wanted to take this opportunity to release informational, graphic led fact sheets about the key cities being visited. The fact sheets focused on top traveller tips for visiting Leicester fans, as well as key import and export statistics that were provided by local DHL teams in country. The title of the whole campaign was ‘WE ARE LEICESTER WE ARE IN EUROPE’.


UEFA CHAMPIONS LEAGUE

The social posts picked up brilliant traction with travelling LCFC fans and were liked by over 2,200 people. Small businesses recommended in our DHL fact sheets overseas were thrilled with footfall with Lizzie’s Waffle from Bruges saying, “Thanks to DHL for recommending Lizzie’s Waffles! I’ve had emails from all around the world, from Chicago to Brazil, and we’ve had loads of visits from Leicester City fans!” To support the logistics story, we created a video that highlighted the logistics involved when Leicester City travel to an away game in the UEFA Champions League. The video featured Leicester stars and backroom staff and was viewed over 21,000 times.

+21,000 NUMBERS OF VIDEO VIEWS AHEAD OF THEIR FIRST AWAY GAME IN BRUGES

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PUTTING LEICESTER ON THE MAP 2016/17 SPOTLIGHT ON THE CITY Leicester City winning the Premier League title put a global spotlight on the city. In some instances, local companies noticed a tangible uplift in sales which they accredited to The Foxes’ amazing achievement. In fact, in the months after lifting the trophy, exports figures from the Leicestershire region were up 20%. With this in mind, we initiated a B2B campaign and competition in order to find and champion local businesses that were also ‘Putting Leicester on the Map’.


PUTTING LEICESTER ON THE MAP

THE COMPETITION In an introductory video, several local businesses gave an overview of how Leicester City’s win had helped them. Winner Tajinder Banwait, founder of Urban Apothecary, said “Suppliers who hadn’t heard of Leicester before suddenly know a lot more about it”. The campaign and competition unearthed some great results and four companies were selected to feature in filmed content and matchday programme adverts as companies who were ‘Putting Leicester on the Map’. LEICESTER’S EXPORT FIGURES ROSE BY

20%

AFTER WINNING THE 2015/16 PREMIER LEAGUE TROPHY

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WIN GLOBAL EXPOSURE PART 1 2016/17 RECOGNIZING INTERNATIONAL EXPORT POTENTIAL DHL ran a competition to support small businesses by recognizing their international export potential. Through the competition, DHL offered one UK SME the opportunity to reach the Premier League’s global audience at a huge game during the 2016/17 season: LCFC v Tottenham Hotspur. Selected from hundreds of entrants by a panel of DHL’s e-commerce experts, Tea Palace, an internet retailer selling fine quality loose leaf tea and infusions, won DHL’s inaugural ‘Win Global Exposure for your Business’ campaign.

500%

INCREASE IN WEBSITE TRAFFIC FOR SME WINNER ON MATCH DAY


SME ASSET TRANSFER

TEA PALACE Founded in 2005, Tea Palace is a small business that has continued to strengthen nationwide. Tea Palace wished to expand their international business and so entered DHL’s competition in the hope of winning global exposure for their brand… and that’s exactly what happened. The winning assets included: • Pitchside LED advertising • 30sec stadium commercial • Full page match programme advert • 10 Hospitality tickets for the winner and their customers • LCFC Solus email to 100,000+ fans • Social posts from LCFC’s fan pages “We were given fantastic guidance from DHL before and after the match. We experienced a 500% spike in traffic during the game and were so proud to see our branding on the pitch. I can wholeheartedly recommend entering to anyone and everybody!” Paul Hannah, Manager, Tea Palace

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WIN GLOBAL EXPOSURE PART 2 2017/18 FACILITATING BUSINESS GROWTH THROUGH EXPORT Due to the success of the first Asset Transfer campaign and the results that Tea Palace experienced, DHL decided to bring the Asset Transfer initiative back for the 2017/18 season. The second edition of the campaign had more entries, more winners and the assets were awarded over a threegame period. Chosen again by a panel of DHL’s e-commerce experts, the winning companies for the second edition were:

shuperb

Shuperb – a Leicester-based online retailer of quality footwear. Versa Forma – a men’s fashion and lifestyle brand. Artifacts Apparel – an e-commerce business selling technical sportswear.


SME ASSET TRANSFER 2ND EDITION

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THE STRATEGY Strategically, DHL coincided the winning promotion over some of the UK’s largest retail discount dates; Black Friday, Cyber Monday and pre-Christmas orders. This provided the winners not only better International opportunities, but a chance to increase the maximum drive to their websites. As well as having their brands seen by millions of people worldwide, each company was given an e-commerce health check by DHL’s expert team of online retail specialists. The aim was to ensure that the winners were in the best possible position to take advantage of extra web traffic that would be seen on matchdays. “It’s such a huge sport and a massive club and to see your brand going around the pitch is pretty crazy!” Mike Clark, Versa Forma

+200 BUSINESSES ENTERED THE COMPETITION


WIN GLOBAL EXPOSURE PART 2 2017/18 WINNING ASSETS The three winning companies received the following assets: • • • • • •

Pitchside LED advertising 30-second commercial on the stadium giant screen Full page advert in the match programme Use of the DHL Hospitality box Social media support from DHL and LCFC DHL E-commerce health check

The assets were seen at the following Premier League matches: • • • •

LCFC v Man City LCFC v Spurs LCFC v Burnley LCFC v Crystal Palace


SME ASSET TRANSFER 2ND EDITION

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“Football advertising has always been a dream. To think upon having an advert at a football match was really something beyond imagination. It was an absolute delight to be chosen!” Safraz Ibrahim, Shuperb

SAFRAZ IBRAHIM, SHUPERB

“DHL have helped us with everything really, they’ve integrated with our website so our orders are now really easy to pick, pack and trace. They’ve gone above and beyond and everything was so easy for us.” Dave Patel, Artifacts Apparel

LILY STANLEY & DAVE PATEL, ARTIFACTS APPAREL

“It’s such a huge sport and a massive club and to see your brand going around the pitch is pretty crazy!” Mike Clark, Versa Forma

MIKE CLARK & NATHAN MILES, VERSA FORMA


SHOP SHIP WIN! 2017/18 ENGAGING WITH THE B2C AUDIENCE Throughout 2017/18 DHL’s sponsorship activations at Leicester City focused on the B2B audience, through ‘Win Global Exposure’. With the desire to engage with the B2C audience in 2018, the SHOP.SHIP.WIN! campaign was created. Through the use of LCFC’s online retail store, DHL launched SHOP. SHIP. WIN! The consumer-facing campaign invited LCFC fans around the world to opt into a prize draw to win the ultimate LCFC experience when they use the DHL Express delivery option at the check out. To enter, all fans need to do was: SHOP. Online at shop.LCFC.com SHIP. Using DHL Express Delivery WIN! Travel and accommodation; Meet the players at Belvoir Drive; Tour of King Power Stadium; Hospitality tickets for LCFC v West Ham.


SHOP. SHIP. WIN! CAMPAIGN

A range of consumer-facing assets were developed to excite fans and promote the competition. These were: • • • • •

Social media graphics Pitchside LED advertising Promotional videos for stadium and social media Website banners Flyers and programme adverts

Four lucky winners from around the world were flown to Leicester to meet the players, tour the stadium and be given the full VIP treatment at the last LCFC game of the season! Following the campaign launch, DHL and LCFC saw an increased number of consumers around the world opting in to use DHL Express delivery.

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PARTNERSHIP TOURS 2016/17

OVER

COUNTRIES

3 MILES 26,650

LEICESTER UNITED KINGDOM


ASIA TOURS 2016/17

23

TOKYO JAPAN

HONG KONG CHINA

BANGKOK THAILAND

DHL TROPHY TOUR 2016/17 SEASON HONG KONG PRE-SEASON 2017/18


EMILE HESKEY “I was delighted to be a part of the DHL & LCFC partnership tours in Asia. To have played for Leicester City myself it was a great honour to represent the club and celebrate their achievements with DHL. To share those celebrations with DHL employees, customers and Leicester City fans was an experience I will not forget. A brilliant and fast-paced tour superbly orchestrated by DHL, as you’d expect!” Emile Heskey, Leicester City Football Club Ambassador


TROPHY TOUR 2016/17

25 25

DHL TROPHY TOUR 2016/17 SEASON In March 2017, the Official Logistics Partner of Leicester City Football Club, DHL delivered the Premier League trophy and LCFC footballing legend Emile Heskey to Thailand and Japan over five days. The DHL Trophy Tour allowed customers, media, fans and DHL employees to create memories that will last a lifetime. To ensure a consistent campaign identity, a Trophy Tour toolkit was created for local markets to activate across all channels. Furthermore, a collection of signed merchandise and give-away items were distributed during the six events on the tour.


THAILAND

BANGKOK MARCH 2017

• • •

Grand Hyatt Head Office Hub & Gateway

3

SUCCESSFUL EVENTS 2 EMPLOYEE EVENTS 1 CUSTOMER EVENT

+870 32

EMPLOYEES AND CUSTOMERS EXPOSED TO THE TOUR

HOURS IN MARKET


THAILAND TOUR OVERVIEW

27

BANGKOK, THAILAND The first stop on the DHL Trophy Tour 2017/18 was the bustling city of Bangkok, Thailand – an important destination for both DHL and LCFC. Seen as the gateway into the heart of Asia for DHL, Thailand also has significant links to Leicester City Football Club. The club works closely with local fans through their International Thailand Academy, and is owned by Thai company, King Power. Affinity between the DHL brand and customers is extremely important, so as well as two employee events with over 400 people attending, the Trophy Tour team provided a unique evening experience for DHL Thailand customers. Through this event, customers were able to enjoy the Premier League Trophy, a Q&A session and quiz with Emile Heskey, food, drinks and a goodie bag with DHL & LCFC branded items to take away. “This is a great investment for employee engagement and branding. I wanted to thank you and Manchuta and DHL colleagues in Thailand for creating such successful events. We all worked ‘As One’ to deliver a successful message of can-do team spirit and employee engagement.” Chananyarak Phetcharat, Managing Director, DHL Express Thailand


+400 +400

OFFICIAL PHOTO OPPORTUNITIES WITH EMILE HESKEY AND THE PREMIER LEAGUE TROPHY

PARTNERSHIP MERCHANDISE ITEMS GIFTED TO EMPLOYEES


BANGKOK HEAD OFFICE EVENT

29

BANGKOK HEAD OFFICE EVENT THAILAND EMPLOYEES DHL’s next stop on the Trophy Tour 2017/18 headed to the Thailand Head Office. The visit gave over 400 DHL employees the chance to meet and have a Q&A with Emile Heskey, see the trophy and win signed LCFC merchandise. “DHL delivered the Premier League Trophy and Leicester City legend to DHL office today. We had an exclusive opportunity to talk and meet the legend as well as taking a photo with him. I can feel that the company invests a lot for employees.” Sarayut Sarayot, HR Manager, DHL Thailand


BANGKOK CUSTOMER EVENT THAILAND The invite-only customer event at the Grand Hyatt Hotel in Bangkok provided an opportunity to build stronger relationships with important customers. “I have to say it is such a superb experience having a chance to meet LCFC Legend, Emile Heskey in person and to have a photo with the Premier League Trophy. Many thanks to DHL!” Kittiphol Punyamahanond, DHL Thailand Customer from Baker McKenzie “Thank you for all your efforts in creating an amazing event for the DHL Thailand customers. It was great that we were able to involve so many valued customers – general consensus was incredibly positive and customers look forward the next event.” Andy Lim, Head of Commercial, DHL Express Thailand


BANGKOK CUSTOMER EVENT

100

TOP CUSTOMERS ATTENDED THE EVENT, EACH RECEIVING A GOODY BAG AND AN AUTOGRAPHED CARD FROM EMILE HESKEY

5

SIGNED LCFC SHIRTS WON

SESSION WITH EMILE HESKEY

31


BANGKOK H&G EVENT HUB & GATEWAY The third and final stop on the Thailand leg of the DHL Trophy Tour was at the DHL Express Hub & Gateway at Bangkok Airport. “A brilliant day with Emile Heskey and the Trophy! Fantastic feedback from all employees and I know they will be discussing how amazing DHL is for a long time for bringing something so special to the workplace.” Nigel Lockett, General Manager Bangkok Hub & Gateway, DHL Thailand


BANGKOK H&G EVENT

170 170

OFFICIAL PHOTO OPPORTUNITIES WITH EMILE HESKEY AND THE PREMIER LEAGUE TROPHY

PARTNERSHIP MERCHANDISE ITEMS GIFTED TO EMPLOYEES

33


JAPAN

TOKYO

MARCH 2017

• • •

Kamo Store TDC Gateway

3 +600 500 35

SUCCESSFUL EVENTS

EMPLOYEES AND CUSTOMERS EXPOSED TO THE EVENTS IN TOKYO

LCFC SHIRTS SHIPPED AHEAD OF TOUR FOR EMPLOYEE AND CONSUMER GIFTS

HOURS IN MARKET


JAPAN TOUR OVERVIEW

TOKYO, JAPAN The next visit on the DHL Trophy Tour 2017/18 was the football fanatic city of Tokyo, Japan. Due to the popularity of Japanese star striker Shinji Okazaki who plays for Leicester City and who was part of the team that famously lifted the trophy in 2016, Japan was a crucial stop on the tour for both Leicester City and DHL. The visit to Tokyo gave over 600 employees of DHL and fans of LCFC the opportunity to have their picture taken with the coveted Premier League Trophy and club legend Emile Heskey over the course of three events including; a media and consumer event and two employee events at Tokyo Distribution Centre and the DHL Tokyo Gateway. “The Trophy Tour event at our TDC and TGW facility was very successful and our employees were extremely excited and happy about it. I heard some of our people comment that “This was the best event ever in DHL JP!”. Thank you for giving us such a great opportunity.” Taketo Yamakawa, Country Manager, DHL Japan

35


TOKYO MEDIA & CONSUMER EVENT

SOCCER KING & DHL DHL made a strategic partnership with local sports media outlet Soccer King for the Tokyo leg of the tour. An exclusive one hour media event was held at KAMO – Tokyo’s leading sports retailer – where a select number of media and consumers got access to Emile and the trophy. The event was live streamed through the Soccer King website.


TOKYO MEDIA & CONSUMER EVENT

37

“Let me express my huge appreciation. Our partnership was a great success in terms of reaching a wide audience in the Japanese market through online video and article distribution and strengthening employee engagement. Through this project, I got to be even more of a fan of DHL.” Koichiro Fukita, Marketing Communications & Digital Marketing Specialist, DHL Express Japan

934,128 +36,000 +2,500 IMPRESSIONS ON SOCCER KING’S TWITTER PAGE

VIEWERS OF THE LIVESTREAM

VISITS TO ARTICLE POST EVENT


TOKYO DISTRIBUTION CENTRE EVENT

+250

OFFICIAL PHOTO OPPORTUNITIES WITH EMILE AND THE PREMIER LEAGUE TROPHY

+250 EMILE HESKEY AUTOGRAPH CARDS AND PARTNERSHIP LANYARDS GIVEN AWAY

EMPLOYEES ATTENDED THE EVENT FROM

OPS, CS, HR & SALES


TOKYO DISTRIBUTION CENTRE EVENT

JAPANESE EMPLOYEES The next stop on the tour was the Tokyo Distribution Centre. This is where valued employees were given a once in a lifetime experience to meet and have official photos with LCFC legend, Emile, and the trophy. On top of this, DHL LCFC merchandise was gifted to all attendees. “A fantastic opportunity for our staff at the DHL TDC. The tour was well organized allowing our employees to meet a real life football legend! Thank you to DHL UK for an unforgettable experience.”

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TOKYO GATEWAY EVENT JAPAN The last event on the DHL Trophy Tour 2017 was a visit to DHL Express Gateway in Tokyo. DHL couriers had the unique experience of individual and group photographs with Emile Heskey and the Premier League Trophy. “Thank you so much for giving us this great opportunity to host part of the DHL Trophy Tour and enjoy time with Emile. This is really thanks to your team’s dedication and enthusiasm. I want to say a big thank you to all of your team, and we look forward to working with you some time in the near future.” Toshiyuki Hirase, Pricing & Marketing Communications Senior Manager, DHL Japan


TOKYO GATEWAY EVENT

47

LCFC SHIRTS AND PARTNERSHIP LANYARDS GIFTED TO EMPLOYEES

39

PIECES OF LOCAL MEDIA COVERAGE USING DHL GATEWAY IMAGE

41


POST TOUR SOCIAL MEDIA ANALYTICS

1,647,287 1,597,300

IMPRESSIONS ON INSTAGRAM

436,693

PEOPLE REACHED

+200,000

REACH ON LCFC SOCIAL MEDIA

IMPRESSIONS FROM SOCCER KING PRE-EVENT SOCIAL MEDIA SUPPORT

31,433 3,277 +1,800 +36,000 VIEWED SOCCER KING Q&A LIVE

#DHLTROPHYTOUR INSTAGRAM LIKES

LIKES ON LCFC TROPHY TOUR FACEBOOK POST

553

LIKES ON SOCCER KING LCFC GIVEAWAY COMPETITION POST

541

LIKES ON DHL FACEBOOK

+150,000 VIDEO VIEWS

TOTAL FACEBOOK LIKES

+200

169 LIKES ON DHL THAILAND POST

197 COMMENTS ON INSTAGRAM, INCLUDING: “THANKS DHL, THIS IS SO COOL! :)”

RETWEETS OF SOCCER KING LCFC GIVEAWAY COMPETITION


LCFC TESTIMONIALS

“Leicester City have had a fantastic and memorable couple of years and to celebrate this achievement overseas with our Official Logistics Partner DHL, who have been our support for the past four seasons and one of the greatest players, Emile Heskey, was amazing. Strengthening relationships and appreciating our fans internationally is incredibly important to us and we thank DHL for making this happen. We look forward to our continued partnership together.” J onathan Gregory, Commercial Director at Leicester City Football Club “The DHL Trophy Tour was a great success! Thank you to everyone involved in executing what, as Head of Partnerships at Leicester City, has been one of the most successful promotions of the club overseas. We can’t wait to do more now that we have seen what is achievable with DHL.”

Harj Hir, Head of Partnerships at Leicester City Football Club

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HONG KONG

HONG KONG JULY 2017

• • •

3

SUCCESSFUL EVENTS

Head Office King’s Park Sports Ground Hong Kong International Stadium

+500 +100 EMPLOYEES ATTENDED THE EVENTS IN HONG KONG

UNDER PRIVILEGED CHILDREN ATTENDED AND BENEFITED FROM SOCCER SCHOOL


HONG KONG PRE-SEASON TOUR

45

HONG KONG After a successful DHL Trophy Tour, DHL delivered Leicester City to Hong Kong to take a part in Premier League Asia Trophy 2017, the four-team tournament from 19th - 22nd July 2017. A series of sponsorship activations gave DHL employees, customers and underprivileged children in Hong Kong, the opportunity to get closer to LCFC football heroes, legend Emile Heskey and famous mascot, Filbert the Fox! In addition to delivering DHL events in Hong Kong, the Leicester City Football Club partnership provided DHL HK and customers with over 400 tickets to the Premier League’s Asia Trophy official matches at the International Hong Kong Stadium. As the 2017/18 season approached, Leicester City continued to have international ambitions. The Premier League Asia Trophy in Hong Kong represented another excellent opportunity to connect with football fans around the world. As well as using the Premier League Asia Trophy to connect with Asian customers and employees, DHL facilitated a player appearance in country to utilise top class players and time with Emile Heskey. The content was used for post-event comms as well as a promo shoot for the upcoming campaign ‘Win Global Exposure’.


HEAD OFFICE EVENT

+400 +400

OFFICIAL PHOTO OPPORTUNITIES WITH EMILE HESKEY AND THE PREMIER LEAGUE TROPHY

PARTNERSHIP MERCHANDISE ITEMS GIFTED TO EMPLOYEES


HONG KONG HEAD OFFICE

47

FOR THE TEAM On 19th July, Leicester City’s muchloved mascot, Filbert the Fox and footballing legend, Emile Heskey visited DHL Hong Kong’s Head Office. The visit gave over 400 DHL employees the chance to get closer to the club, take photographs and win signed LCFC merchandise. “Spending time with Ken Lee, CEO Express AP and Hong Kong’s DHL Express employees was a real pleasure. Mandy Au Yeung and her team did an amazing job pulling everything together!” Emile Heskey, Leicester City Football Club Ambassador


CENTRAL HUB EVENT

FOR THE TEAM On Wednesday 19th July, after visiting the HK Head Office, DHL delivered Filbert the Fox and Emile Heskey to DHL Hong Kong’s Central Hub to give couriers and hub staff the chance to get closer to the club than ever before. “A big thank you to the team for putting on two great events for our DHL staff. Emile was so patient and kind signing the autographs and posing for the pictures – he’s a real gentleman. Thank you for organising such a great experience.” Tony Khan, General Manager, Central Asia Hub, DHL HK


HONG KONG CENTRAL HUB EVENT

100 100 EMPLOYEES ATTENDED

PARTNERSHIP MERCHANDISE ITEMS GIFTED TO EMPLOYEES

49


SOCCER SCHOOL

5

OFFICIAL LCFC FOOTBALLS

100 100

DRAWSTRING BAGS WITH T-SHIRTS AND LCFC MERCHANDISE INSIDE

GOLD MEDALS AND OFFICIAL LCFC CERTIFICATES


HONG KONG SOCCER SCHOOL

51

FOR THE KIDS On 21st July, the final event hosted in Hong Kong was a Soccer School Programme with LCFC coaches for 100 underprivileged children from a non-profit organization, where they could learn top football skills, meet three Leicester City first-team players; Shinji Okazaki, Wilfred Ndidi, Matty James, and win prizes to go home with a bag full of merchandise. “The DHL & LCFC soccer school received an overwhelming enrolment and gave kids in Hong Kong a chance to play and learn from legends and players!� Carmen Yip, Marketing Communications Program Manager, DHL HK


PREMIER LEAGUE ASIA MATCH TICKETS As the ongoing commitment to customers in Asia, DHL invited valued Asian customers to the Premier League Asia Trophy knockout competition which took place across two matchdays, both in the Hong Kong International Stadium, between 19th-22nd July. 400 complimentary football tickets were given to customers allowing them better access to the club and the chance to experience top quality teams in action!


PREMIERE LEAGUE ASIA

RESULTS

WEDNESDAY 19TH JULY Leicester City 1-1 West Brom (Leicester win 7-6 on penalties) Liverpool 2-0 Crystal Palace

SATURDAY 22ND JULY Third-place play-off: West Brom 0-2 Crystal Palace Final: Liverpool 2-1 Leicester City

400 FOOTBALL TICKETS GIVEN AWAY TO DHL CUSTOMERS

53


PARTNERSHIP TOOLKIT ACTIVATOR ASSETS To ensure a consistent look and feel across all campaign activities, toolkits and branded content were created. Photo shoots and player appearance film shoots were used to generate the base assets that would be used across a range of materials including: • • • • •

Event branding toolkits Digital comms Animated videos Branded film content Print materials

All DHL LCFC partnership material was made available worldwide via the DHL Global Activator site.


PARTNERSHIP TOOLKIT

55


DHL & LCFC ARE AN AWARD WINNING PARTNERSHIP! Winners of the International Sponsorship & Sponsorship Innovation Award at the UK Sponsorship 2018 here’s to many more awards and creative campaigns to come... “Without the support and focus from the UK sponsorship team, our great campaign efforts would not come together. Thanks to Simon Beckett, Elena Sofia Poimenidou, Stuart Scott and Kirsty Dreyer.”

KARREN PIESLEY HEAD OF SPONSORSHIP, DHL EXPRESS UK

DHL - LCFC Partnership Portfolio  
DHL - LCFC Partnership Portfolio  
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