The Southampton Way
Gareth Rogers delivered a passionate and faithful talk at the Attention: Digital Marketing Summit last month, telling Southampton FC’s story and how the club was able to earn the attention it deserves to become the fastest growing global football brand in the world.
2014 was a huge year for Southampton FC, achieving the clubs highest ever premier league finish, qualifying for Europa league and winning the under 21 premier league cup. But Southampton were growing just as relentlessly off the pitch, recording an 89% growth that year.
So what is the Southampton way? It defines culture and football philosophy, explains the way Southampton work off the pitch and how they operate on the pitch. Turning potential into excellence with five key values; Respect, Creativity, Aspiration, Unity and Accountability.
Demonstrated in digital with an image made up of thousands of Southampton fans footprints, a fantastic example of how the values of the club lead to designing their marketing strategy, respecting their fans, showing creativity in communications and unifying Southampton football club with the community it represents.
Playing the right way means upholding these values of the game, and requires a commitment to supporting and improving the community. Southampton’s goal? To become a leading brand in education, coaching and development of football.
Southampton’s way lead the brand to capturing the attention of communities all across the globe, achieving the title of fastest growing Facebook brand in the premier league, as well as recording 66% growth on Twitter over the last year on top of a 320% increase in Youtube shares.
“WE ARE SOUTHAMPTON.
A CLUB BUILT ON FAITH FROM THE VERY BEGINNING.
A FAITH IN OURSELVES. A FAITH IN EACH OTHER.
WE ARE THE SAINTS. IT’S NOT JUST A NAME. IT’S WHO WE ARE.
WE WILL BE IN THAT NUMBER.
WE MARCH ON!”