Wire to kick off SFA's William Hill Scottish Cup experiential tour

William Hill Scottish Cup / Design Room Sport

The Scottish Football Association (SFA) has tapped creative comms agency Wire to assume control of the creation and execution of a Scottish Cup trophy tour.

The William Hill Scottish Cup will touch down at six locations across Scotland where fans can get up close with the silverware, all part of an experiential campaign designed to create buzz around the tournament.

The agency is tasked with spreading the "magic" of the tournament, with a theme that will communicate the diverse and exciting history of the cup. Fans will also be asked to prove they’re ‘up for the cup’ through a series of inventive challenges, with a chance to see the famous trophy for all who take part.

Mike Paterson, marketing manager of the SFA, said: "The William Hill Scottish Cup has a unique place in Scottish culture. It’s about more than a football competition; it’s all about the clubs and communities that take part and the special moments and memories that the cup provides.

"This tour, with Wire, allows us to take the trophy on the road and get closer to football fans up and down the country from round one onwards."

Pam Scobbie, creative director at Wire, added: “With a number of experiential hits behind us, we’re excited to be part of the Scottish FA’s innovative tour and can’t wait to allow football fans across Scotland to experience the cup like they never have before."

The Scottish FA’s tour begins in September and will run throughout the 2017/18 tournament – ending in May.

John McCarthy

John is an entertainment marketing reporter at The Drum. He writes about the amazing marketing stories coming from the movie, TV, music and video game industries. He's also the hunt for the weirder trends in marketing and advertising.

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