FutureBrand unveils branding for sports sponsorship platform MyFavorito
Sports sponsorship platform MyFavorito has launched its new brand identity, created by FutureBrand Australia.
Mumbrella can reveal FutureBrand has developed a suite of branding assets for MyFavorito, which is already live in Australia and Germany, and is preparing to launch into more markets imminently.
The new brand strategy leans heavily on the idea of ‘game on’, and FutureBrand Australia owner and CEO Rich Curtis told Mumbrella the branding process was about being able to “mirror the world of sport”.
“Starting with a purpose is always fundamental to the work that we do. We’ve worked iteratively across the organisation to understand the platform, sales, marketing, and product – to build a brand that is future proof,” Curtis said.
“I think it’s important that we live in the world of sport, as much as data and fintech are important ingredients. We wanted to be able to mirror the world of sport, and we were inspired by crests and badges as well as by the pitch shapes.”
MyFavorito is free to join, and already has over 30,000 Australian sports clubs onboard. As such, the new identity and branding was created to reflect its business model.
The platform connects brands with fans, allowing them to send money to their club of choice through everyday transactions with brand partners, or by consuming video content.
MyFavorito APAC managing director, Mark Hinshelwood, told Mumbrella the platform was built to solve the problem of a broken traditional model of sports sponsorship.
“When it comes to sponsorship, It’s very limited for brands and clubs in terms of what can be generated there, and the fans have absolutely no say,” he said.
“The brands are who are investing are merely getting brand exposure, so some awareness, and maybe some consideration. But they are not building direct relationships with fans and customers. They are not driving attention behaviour that is transparent and measurable.”
MyFavorito works to help get “attention behaviour” for brands, at scale, in what Hinshelwood calls a “risk-free” exercise.
Effectively, “the brand is always in control of what the promotion is. Whether it’s watching a video to get a dollar to send your favourite club, or whether it’s coming to a digital store and spending 200 bucks, with the brand sending some money on to the club”.
MyFavorito is also set to change the game for women’s and girls sport, Hinshelwood said, where “the traditional business model has not and will not deliver meaningful revenue”.
Curtis explained: “As a club, there’s only so much real estate you can sell. This gives you an infinite number of interactions to generate sponsorship revenue.
“For brands, when you sponsor a club or a sport, there are metrics – but a lot of it is relatively passive. With MyFavorito, we know you’ve watched an ad, or made a transaction. We know you are a customer.”
Moving back to the brand identity itself, Curtis said he wanted to create an identity system that “buddies well” with other sports brands. This means, when MyFavorito works with clubs and brands, it puts on its “away colours” to reflect the branding of its partner.
“Having that strong visual identity system means that it is not wholly and solely relying on the logo. So it has that ‘home’ colour, and when it partner with clubs, it has an away palette which reflects the colours of any brand it partner with.”
“By wearing the ‘away’ colour, and having this strong visual identity system, it makes it easier and more memorable for people to identify with MyFavorito.
“So it’s about having a strong identity system that isn’t relying on the logo, and is inspired by sport, and then has the away colours – it gives us a very strong foundation from which to build that brand in a way that is more meaningful.”
MyFavorito is about to launch in the USA, UK, France, Italy and Singapore, with brands including Bakers Delight, Bulla Dairy, Grill’d, Tyrepower and telco brand Mate already on board.
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Zanda Wilson was a reporter and podcast producer at Mumbrella, specialising in radio reporting. He left Mumbrella in September 2021.
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