WU never walk alone.

How global money transfer giant Western Union and partner Liverpool FC redefine sponsoring in the digital age.


After many years of working together, Western Union (WU) and WWP recently took the next step in their partnership, when the agency helped the global money transfer giant to find a global sponsorship partner with equal stature. Starting with strategic counsel and audits, WWP identified Liverpool Football Club, a sports brand with a global reach and fan base, as the ideal partner for WU. As a first step, WWP then helped to negotiate the rights for the first sleeve sponsorship in the club’s history.


After an initial photo shoot and creation of assets that would help to announce the sponsorship to the world, WWP built a strategy to bring the sponsorship to both B2B and B2C markets. Apart from interview backdrops and LED advertising, the main focus was on digital and social content – all backed up by a creative strategy. These ideas quickly generated millions of likes and new followers for both LFC and WU.


WU used players and Liverpool FC legends to connect with fans all over the world using Facebook, Instagram and Twitter, while online media published countless articles and photos, making WU talk of the global town.


Additionally, live TV coverage in 171 markets including China, India, MENA and Africa brought the brand to whole new target groups.


Currently, the LFC partnership is aligned with the new global brand positioning of WU, which will enhance brand visibility even further. Next year, we will see the continuation of digitally led advertising, with social media posts across all LFC channels and use of testimonials.

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