Southampton Football Club wins marketing excellence award


Southampton Football Club has been awarded ‘Outstanding Email Creative’ at the annual Dotdgital Awards (The Dotties), which took place at The Troxy in London on Thursday 17th November.

Hosted by Dotdigital, a leading cross-channel marketing platform, the Dotties rewards and recognises marketing excellence. The club were one of 17 winners out of more than 60 shortlisted finalists, alongside other award-winning entries including the likes of Greene King, Bristol Airport, Anne Summers and Help for Heroes.

As well as winning an Outstanding Creative email, the club was shortlisted in three other categories – Best Use of Data and Best B2C Campaign for Season in Numbers and Team of Year. It is the third year in a row the club has come home with a top prize, having won Outstanding Email Creative last year and Best Use of Data the year before.

The award was given in recognition of the club’s creative email designs for its 2022/23 kit launch. Under the campaign Bold Is Brave, the club wanted to celebrate bravery both on and off the pitch and push the boundaries with its kit designs. This season’s away shirt is the club’s boldest yet. Created in partnership with hummel, the 22/23 Southampton FC away kit was designed taking inspiration from the docks and the club’s proximity to The Solent.

The shirt’s bold design meant the club could be playful in its marketing campaigns, taking inspiration from the sea and playing on the shirt’s bold teal and aqua waves. Using pops of gold throughout to really stand out and help catch fans’ eyes. As a result of the campaign, the club has seen sales increase by over 300% compared with a similar time last year.

“We are delighted to have received this honour for Outstanding Email Creative at this year’s Dotties. As a club, we always challenge ourselves on how we can continually innovate and drive creativity.

“We are prepared to take considered risks to do things differently and this project saw our Marketing, CRM and Design teams come together in collaboration to create an outstanding campaign. This award is a credit to the whole team and their dedication to pushing the boundaries,” said Jack Walkling, Head of Direct Marketing, Data and Analytics for Southampton Football Club.