FutureBrand | MyFavorito
MyFavorito

MyFavorito

A new era in sports sponsorship

Introduction

MyFavorito is a global sports start-up that's changing the game for sports sponsorship.

Constrained by the limitations of traditional sponsorship models, clubs rarely have enough money, brands can’t fight hard enough for engagement, and fans can only show their support on game day. It's a model that builds awareness but is difficult to measure in terms of attitudes, behaviours and returns.

Challenge

MyFavorito is a radically different approach to sports sponsorship. It is a platform that can generate an infinite source of fan-empowered revenue – not just on game day, but every day, everywhere.

At FutureBrand, we were tasked with creating an equally radical brand for this game-changing proposition. One that would communicate MyFavorito's purpose with energy and emotion, engage with a wide range of users, and demonstrate the functionality available to fans, brands and clubs.

Solution

With a balance of insight and foresight, we developed the brand strategy to lead with the idea of 'game on'. It's a signal of MyFavorito's attitude as much as its intention to inspire fans, brands and clubs to think differently about this next generation of sports sponsorship.

Sports clubs are the heartbeat of billions of passionate fans around the world and MyFavorito is here to transform their love into real money. So it is that the brand's new identity combines the love of sport with the functionality to help people collect codes and send real money to their favourite club.

The brand identity is inspired by the design codes and colours of sport – from geometric shapes to pitch markings – and it can flex to fit with any brand or club's sporting colours. It is complemented by a comprehensive messaging matrix as part of a toolkit for brands and clubs to use to engage their fans, and supported by a series of customer archetypes to inform go-to-market strategies.

Results

After a soft launch in Geelong and an initial buzz of activity that saw thousands of fans send real money to their favourite clubs, MyFavorito is getting ready to launch nationally in Australia as part of its plans for a global rollout.

“We help clubs, teams and athletes make more money. We help brands invest in sport where it matters most. And we make it easy for fans to show their club some love. It’s a powerful combination to help fans, brands and clubs and it requires a sophisticated brand to tell the story at the moments that matter. That’s where the FutureBrand team came in and immersed themselves in our business. They get what we're trying to do and their experience in building transformational brands has helped take us to the next level as we continue to grow around the world. It's a rewarding partnership and it's already delivering results."

MyFavorito Founder and Chief Executive Officer, Dirk Schlenzig.

“Working with FutureBrand has been key to unlocking MyFavorito’s potential. Having the combination of brand strategy, brand identity and customer experience offered by the FutureBrand team has helped us connect our ambitions to the experience we offer fans, brands and clubs.”

MyFavorito APAC Managing Partner, Mark Hinshelwood.