BKT x RFEF

BKT wanted to strengthen its presence in Spanish football through a distinctive sponsorship platform that could deliver broad visibility while differentiating the brand from traditional club or competition partnerships.

Rather than limiting the search to sponsorship rights already available in the market, we applied our sponsorship sales expertise and understanding of the Spanish football ecosystem to explore where new commercial value could be created.

Through this process, we identified referee equipment, managed by the Spanish Football Federation (RFEF), as an area with significant untapped potential, including the back of referee shirt, which represented a highly visible piece of inventory that had never previously been commercialised.

We developed the concept with BKT before approaching the RFEF with a proposition to create an entirely new sponsorship asset. THE·TEAM brought both sides together and led the process of shaping and negotiating the partnership, turning previously uncommercialised inventory into a valuable new platform for BKT and a new commercial opportunity for the Federation.

Combining our understanding of brand objectives with our deep knowledge of the rights-holder landscape, our team recognised the potential of an overlooked asset, developed the commercial proposition and brought brand and rights-holder together to create a new sponsorship platform delivering value for both sides.