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Cravens work with Northern Rock on Newcastle FC fan site

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By The Drum Team, Editorial

May 20, 2010 | 2 min read

As part of its main sponsorship with Newcastle United, Northern Rock has launched a dedicated fan website, working with creative agency Cravens.

The agency was tasked with divising an initiative which could bring fans closer to the club and its sponsor, the result being an interactive online campaign with a focus on allowing fans to demonstrate their support and create a ‘virtual’ football shirt.

Other features of the Sing the Stripes website include a search facility which allows fans to locate their name on the stripes with ease and also place their entry by where they sit at St James’ Park.

Anth Mooney, marketing director at Northern Rock, explained: “Our aim with ‘Sign the Stripes’ is to bring Northern Rock, the club and its supporters closer together via our sponsorship and reinforce Northern Rock as a brand that is fiercely proud of its North East roots and its continued association with Newcastle United.

“The club is known throughout the world for its loyal fans and we wanted to give something back to them and ‘Sign the Stripes’ does just that. It creates a space where they can share their passion for football and the club and also enter exclusive competitions called ‘Live the Dream’.

“It is a fantastic new initiative, which we plan to grow and develop with Cravens’ help next season when Newcastle United returns to the Premier League.”

Yesterday, Northern Rock refused to confirm or deny reports that it was reviewing its media buying account.

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