HIBOB X FULHAM: BRINGING TEAMWORK TO LIFE AT CRAVEN COTTAGE
- Jun 3
- 3 min read
Updated: Jun 8
At WeAreNinety, we believe the best sponsorship activations don't just put a brand in front of fans, they create experiences that bring a brand proposition to life. Working alongside HiBob and Fulham FC, we delivered a fully integrated match day takeover at Craven Cottage, combining digital engagement, live fan participation and an on-pitch half-time experience designed to showcase the power of teamwork in a memorable and authentic way.
The Challenge
HiBob's brand proposition centres around helping organisations build and power high-performing teams.
The challenge was how do you translate a B2B message into a football environment in a way that feels engaging, relevant and entertaining for supporters.
Our objective was to create a fan-first activation that would:
• Reinforce HiBob's positioning around teamwork and performance
• Deliver meaningful engagement with Fulham supporters
• Drive participation before and during match day
• Create a standout stadium moment with strong content capture opportunities
Building the Journey
Rather than creating a single activation touchpoint, we designed a connected fan journey that began before supporters arrived at the stadium and culminated on the Craven Cottage pitch at half-time.
Match Digital Quiz
The campaign launched with a bespoke HiBob x Fulham FC online quiz distributed to Fulham's season ticket holder database.
Hosted through a fully branded Kahoot experience, supporters tested their football knowledge for the opportunity to earn a place in the half-time challenge. The fast-paced format created anticipation ahead of match day while giving fans a direct route into the live experience.
By connecting digital engagement with a real-world reward, the campaign encouraged active participation and created a clear incentive for supporters to get involved.
Riverside Market: Live Quiz
The experience continued on match day inside Fulham's Riverside Market, hosted live by Fulham creator John Charles, supporters competed in a real-time quiz experience on their phones, answering quick-fire questions while tracking their progress on a live leaderboard.
The activation transformed a traditional pre-match gathering space into a high-energy fan engagement zone, encouraging participation, competition and conversation before kick-off.
Most importantly, it provided another opportunity for supporters to secure a place in the half-time activation, seamlessly connecting every stage of the campaign journey.
Teamwork Dreamwork: The Half-Time Show
At the heart of the activation sat the "Teamwork Dreamwork" Challenge, three Fulham supporters were invited onto the pitch at half-time to compete in a 60-second teamwork challenge in front of the Craven Cottage crowd - working together to kick as many footballs a possible through the 'O' of a giant HiBob logo inflatable.
Creator-Led Amplification
Fulham creator John Charles helped bring the activation to life both on-site and online, hosting the live Riverside Market Quiz before capturing key moments from across the match day takeover. His creator-led content extended the reach of the camepaign beyond Fulham and HiBob channels, delivering authentic engagement with Fulham supporters across social media.
Key Results
3,019 season ticket holders reached
1,699 unique email opens (56% open rate)
139 completed pre-match quiz entries
39 live Riverside Market participants
4,904 creator content views
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For more information, please contact:
Press Contact: Charlie Weir
Email: charlie@weareninety.co.uk
About WeAreNinety:
WeAreNinety is a leading sports & athlete marketing collective that specializes in creating impactful, cross-industry partnerships. With a focus on aligning athletes and brands in innovative and meaningful ways, the agency has built a reputation for delivering exceptional results in both traditional sports and esports.
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