New A-League franchise Melbourne Heart has appointed The Sphere Agency as its first creative agency.
The agency has already created a campaign for Heart, which will become Victoria’s second A-League side when the new season kicks off.
The team has already played several friendly games at Melbourne’s new AAMI Park stadium.
The club said that its aim was to “harness the traditions” of European clubs and to appeal to football fans and families alike. The Sphere Agency’s work will look to reflect this.
“With our strong credentials in music and entertainment, taking on Melbourne Heart sees us further entrench ourselves in this area, as we see this type of sport as just another entertainment option for the public,” said Michael Abdul, MD of Sphere.
Darren Fishman, the agency’s CD, added: “Our first task is to announce the team’s existence to the people of Melbourne.
“This is being done across outdoor, press and radio with a campaign that highlights the club’s traditional looking strip. We feel the strongest emotional link between fans and a club is the jumper or shirt they wear, so this has been the focus of our initial roll out.”
Kaarin Dynon, GM of events and marketing at Melbourne Heart, said: “We feel that Sphere really got what the club was all about right from the start and we’re thrilled with the campaign we’re rolling out now.
“Our aim is to attract foundation memberships and a love for the club from the people of Melbourne and we feel this campaign will help achieve that in the limited time we have before the club’s debut A-League game in August.”
