Arsenal’s kit launches are different. The Gunners leverage the traditional excitement surrounding a new kit to create a positive social impact. The 2019/20 home jersey launch video featured local businesses, providing them with free promotions. In January 2022, the club went a step further and initiated the No More Red campaign. Diverging from their iconic red, Arsenal introduced an all-white kit to address the record number of teenage murders in London. Last season, Arsenal pledged to donate £5 for every home jersey sold to support local community initiatives. Whether it be Brentford’s jersey with a heart-shaped QR that encouraged people to learn the basics of CPR or Real Madrid’s kit made from recycled ocean plastic, there has been an upsurge in sports marketing campaigns with a positive community impact. And this trend is expected to amplify, as people may not buy a product, but they certainly want to be a part of something meaningful.
Sources: Sky Sports, Evening Standard, Parley for Oceans and Global Citizen
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