Premier League side Huddersfield Town "has worked on strengthening its brand identity" since it secured promotion in May, according to Charlotte Rogers of MARKETING WEEK. This includes collaborating with long-term sponsor Fantastic Media, a Leeds-based marketing agency, on a "revamped brand identity that taps into the club's successful #TerrierSpirit social media campaign" which characterized its '16-17 League Championship season. Huddersfield Town Commercial Dir Sean Jarvis said, "We did a soft launch by bringing the new branding through on our corporate literature and on social media, and the reaction from the fanbase has been incredible." In June, the club signed a £3M ($3.9M) multi-year shirt sponsorship deal with OPE for the Asian online betting company's logo to be featured on the home and away kits, pitchside LED and other branding around Kirklees Stadium. In a bid to "build the brand in Asia Pacific," the club also signed a partnership with Leisu Sports, the second-biggest football social media platform in China, which will become Huddersfield Town's official Asian media partner. Jarvis: "After we were promoted, we knew there would be a tsunami of interest in the club, so it was always a fine balance between retaining the interest of the people who had stood shoulder to shoulder with us for the past 10 years, while also accommodating these new global partners." Since gaining promotion to the Premier League, Huddersfield Town has also seen "huge interest" from the U.S., which is now the second-biggest market for Huddersfield Town replica shirts. Huddersfield Town has seen 33% growth in its social media channels since May (MARKETING WEEK, 8/11).
