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Concept

Football scarves have long been a symbol of pride and passion for fans. This campaign took that tradition and added a modern twist - each stitch in the Derby Day scarves represented a key Opta match data point, turning raw statistics into a tangible, wearable tribute to Manchester City’s dominance in these historic derbies. The scarves showed every shot, tackle, card and more, helping fans to find the magic in the detail of sport.

The two featured fixtures were:

Men’s Derby (Premier League, October 2011): Manchester City’s emphatic 6-1 victory at Old Trafford

Women’s Derby (WSL, February 2021): City Women’s commanding 3-0 win over Manchester United

Each scarf design was meticulously crafted using Opta’s statistical blueprint, visually encoding possession, goals, shots, and other defining moments into the fabric. Fans could even scan a QR code embedded in the scarves to access deeper Opta analysis from each game on “The Opta Analyst” website, enriching their matchday experience with expert insights.


Execution

Data Selection: Opta’s advanced analytics identified pivotal moments from both matches.

Design Process: Game events, like shots and tackles, were woven into the scarves in sequence, reflecting when they occurred in the match to create a timeline of on-field action.

Content Creation: Lifestyle-focused football media outlet, Versus, shot stylized campaign imagery to appeal to both sports and fashion audiences.

Talent & Influencer Partnerships: Former Manchester City players Joleon Lescott and Steph Houghton MBE featured in campaign imagery and video content, bringing authenticity and credibility. Steph also conducted an exclusive interview with Mail Online, further amplifying the campaign’s reach.

Distribution & Activation: The scarves were distributed as exclusive giveaways at Asahi’s ‘The Cityzens’ Arms’, an immersive pop-up pub designed to celebrate Asahi’s partnership with Manchester City.


Results

Product & Fan Engagement
1,000 limited-edition scarves produced and distributed to fans through event activations and social giveaways.
Fans actively engaged with the campaign, scanning the QR code on the scarves for additional match insights.

Social Media Performance

Manchester City Instagram (55M followers): Campaign video and imagery reached 499,585 users, generating 993,104 views and 27,181 engagements.
Facebook: Reached 273,387 users, with 345,755 views and 5,346 engagements.
Versus Editorial & Social Campaign: Drove 800,000+ impressions and a reach of over 500,000, surpassing engagement KPIs.

Earned Media & PR Impact
120+ million estimated media reach, with features in:
National press: Express Online, Mirror Online, Mail Online, Evening Standard
Sports & Lifestyle: Verge Magazine, Retail Times, Marketing Beat, PR Week

Talent & Influencer Amplification

Joleon Lescott & Steph Houghton MBE featured in campaign content, adding credibility and nostalgia.
Steph’s exclusive Mail Online interview further extended the campaign’s media impact.