Manchester City: 4-in-a-row Trophy Tour – PR Services
Presented by Etihad Airways, the 4-in-a-row Trophy Tour promoted by Manchester City arrived in Brazil and enlisted Samba Digital’s operational support in organizing services related to Public Relations.
After stops in the United States, China, England, Japan, India, and the United Arab Emirates, the English club landed in São Paulo to showcase, for the second time in 2024, the trophies of the Premier League – secured for the fourth consecutive time – FIFA Club World Cup, and the Community Shield, all won during the season by the team led by Pep Guardiola.
Objectives
The main objectives of Samba Digital’s management were:
- Operational Management with ESPN, the Premier League’s rights holder, ensuring the trophies visited their studio and were displayed live.
- Digital Amplification of the Trophy Tour’s visibility.
- Press Release Distribution to promote the trophy exhibition event.
- 1:1 Interview Management with selected media.
- On The Ground Support – Contribute to delivery on the ground in São Paulo alongside Manchester City staff.
Strategy
To expand the event’s reach, Samba Digital issued three press releases targeted at sports media outlets and digital content creators, especially those in São Paulo and surrounding areas, to promote the event. The goal was to drive attendance, as entry was free to the public.
Results
In addition to the outcomes achieved through ESPN, Samba Digital secured 106 press mentions. According to SimilarWeb data, these generated 2.7 million views across 64 published articles on websites.
- 106 total publications
- 64 articles in traditional press outlets
- 2.7 million impressions
- 52 average domain authority of the websites publishing the content
Conclusion
Recognizing that the event was not entirely new to the Brazilian audience – since Manchester City had hosted a similar event in January of the same year – Samba Digital developed a strategy focused on framing the event as an entertainment experience. By emphasizing activations, we achieved significant results, expanding audience segments and reaching a broader range of media genres to maximize the event’s impact.
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