Angry Birds studio Rovio takes up Everton FC sleeve sponsorship

English Premier League football team Everton FC have secured their first ever sleeve sponsor in the form of mobile gaming giant Rovio.

The multi-year deal will see the Angry Birds logo appear on the team’s kit sleeve, debuting against Manchester United on Sunday 17 September. This season the ability to embrace a sleeve sponsor opened up new financial avenues for clubs and many have taken it on board.

Publicising the partnership is a short-animated film featuring Red, the Angry Bird’s protagonist signing for the Blues at the Club’s USM Finch Farm training ground. The content is a nod to the insane player signing craze that has swept the sport this summer (a trend which Everton has previously talked to The Drum about here).

Alan McTavish, head of commercial at Everton, said “Rovio Entertainment recognise the global reach that Everton can deliver through its international fanbase and the global exposure of the Premier League. In return, working with Rovio and the Angry Birds brand gives Everton exposure in key international markets through their breadth of digital channels in gaming and animation, as well as a wide range of co-branded merchandise.

“We look forward to working together to deliver some innovative and exciting worldwide activations in what I’m sure will be a long and successful partnership.”

Ville Heijari, chieif marketing officer of games at Rovio Entertainment added: “We are excited to bring Angry Birds into the top flight of English football in partnership with Everton. In Everton, we have found a partner who shares our values of putting the fans first, and creating a long-lasting legacy for our community of players. This is Rovio's first partnership in the most watched sports league in the world, and a logical continuation of our global Angry Birds brand partnerships.”

The game boasts 3.7bn downloads making it one of the top titles ever. The work runs with the hashtag #RedisaBlue.

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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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