The world of sport is by its very nature full of exciting developments and constant change, so the way that it’s promoted and communicated to fans needs to be just as agile.
Hull KR is an excellent example of an organisation that knows how to respond to new trends and the needs of its fans. Earlier this year the club launched an e-programme to replace the original match day programme, helping to not only massively reduce its environmental impact but also save funds that are invested into other focus areas. This format isn’t simply a digital version of the original, as the marketing team at Hull KR are now able to gauge the word count for each feature, incorporate flexibility into the content, and add last-minute information that simply wasn’t possible with a physical programme that requires a longer lead time.
As well as its e-programme, an engaging website and extremely active social media channels, Hull KR also thinks outside the box when it comes to marketing the club and growing its following both at matches and online. Recent ideas have included eco cups being introduced on match days to combat plastic waste, which went perfectly with the new Kit Room Craft, the club’s very own golden beer that was created using feedback from fans and in collaboration with Great Newsome Brewery. It’s also important to note that Hull KR is the first Super League Club to launch its own beer, which warranted national coverage on the Love Rugby League news site.
Meanwhile, on the other side of the city, Hull FC does a great job of keeping its own fans up to date through high-quality website activity, adrenaline-filled videos, addictive social media updates, and an online store that makes it very easy to purchase a wide range of fitness apparel. Another feature that’s a brilliant idea and really gets match-goers in the mood is the club’s regularly published Spotify playlists. These add a truly personal touch to Hull FC’s marketing, as the tracks are chosen by a different player or member of the coaching staff for each game.
As for activity that directly benefits the local community, this year’s Derby Day between the two teams saw collection points set up at the KCOM Stadium, where fans from both sides could donate food. This initiative is called Teaming Up For Families and run by NHS Hull, with all donations going to Hull Food Bank to support those in need. Hull KR and Hull FC are also involved in the wider Teaming Up For Health project, which brings rugby league to people’s doorsteps to promote positive health and wellbeing.
Sponsorship does, of course, play a large role in the growth and enhancement of any sports club too. Whilst PBS Construction is a sponsor of Hull FC, Hirebase is a plant and tool hire specialist that sponsors Hull KR. We recently discussed how MKM Building Services supports Hull City through a range of events and creative projects, so it’s great to see that the link between the sport and construction sectors is going from strength to strength. The connection between construction businesses and sports clubs is in fact very strong at its core, as each has an enormous and longstanding impact on how communities and cities reshape themselves from the ground up.
Now for the crucial question: are you FC or KR?