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Central to our mission is giving fans a mouthpiece and a platform, and reminding the wider football industry that the most important constituents in this game are the fans – that had been forgotten about.
‘We want our ball back’ – is that how you articulate COPA90’s brand narrative?
Yes, it’s how we articulated it internally, and that
has developed into a couple of things. Our outward- facing line is ‘How football feels’. It was actually someone in our US office that said, ‘I go to NBC
and ESPN to watch the game; I come to COPA90
to see how it feels.’ So instead of having our cameras pointed at the pitch, where everyone
else’s cameras are, we turn the camera round
180 degrees, and then we’re in with the fans and hearing their stories and what brought them there.
So, ‘How football feels’ is very much our brand line, and then we wanted a philosophy akin to the philosophies of the most successful football clubs. Ajax’s Total Football principle in the ’70s was what stood it apart from other clubs.
'Play Beautiful' is our internal cultural philosophy. It’s how we treat each other, how we treat staff, how we work with partners and how we expect to be treated as partners.
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