Brief
To drive positive awareness and sentiment around Midnite’s new Wolves sponsorship by transforming the kit launch into a city-wide fan-first moment in Wolverhampton. The aim was to reposition perceptions of “just another bookmaker sponsor” by delivering a tangible act of value to supporters, making the partnership feel genuinely built around fans, pride, and community.
Strategy
PBPR turned the Wolves kit launch into an earned-media, fan-led activation rooted in surprise and reward. The team leaned into the idea of “This Season’s On Us” — using season tickets, anniversary shirts and live fan interaction as a mechanism to generate emotion, participation and shareable content.
Activation
PBPR delivered a live fan activation at Molineux where supporters took part in Wolves trivia challenges to win season tickets and 150th anniversary shirts as part of the “This Season’s On Us” campaign.
The PBPR team, hosted Wolves legend, George Elokobi, for media and content capture, creating transcripted interview content to secure high-value backlinks to a bespoke Midnite blog.
Results
As well as a whole host of happy Wolves supporters, the team also secured 41 pieces of media coverage for the activation, including a standalone article in the BBC.
George Elokobi’s interview secured a further 10 links to the Midnite specific blog, boosting the brand’s SEO value.
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