The FA Cup

A fresh brand identity for The FA Cup.

The FA Cup is the oldest domestic cup competition in the world. Not only does it embody the spirit and heritage of the English game, it is also uniquely embraced by supporters, players and managers alike. As football fans, we were delighted to be selected to brand the competition upon Budweiser’s arrival as lead sponsor in 2011.

A key requirement was to satisfy Budweiser’s commercial aspirations and provide a platform from which they could leverage their own marketing activity around the competition. Alongside commercial parameters, the design needed to be respectful of the traditions of the competition whilst also being relevant and communicating with the modern day supporter. The brand had to offer flexibility to work across digital, in print and on pitch channels. To achieve this specific attention was given scalability as the brand assets needed to work on various materials, from match day tickets and programmes, to TheFA.com, to the venue of the final itself – Wembley Stadium.