Huddersfield Town want to build a new sense of pride and confidence and shake off the “underdogs” tag of recent years.
The club has a new brand identity – and a campaign slogan ‘Everything Together’ – created by marketing agency Fantastic Media.
The West Yorkshire agency has partnered with the club’s new American owner Kevin Nagle to rejuvenate the club’s identity and cultivate a renewed sense of community and success.
The club has ambitious objectives to rediscover its passion, inspire pride and push for immediate promotion after relegation to League One. A return to the Premier League is a longer term goal.
Inspired by a fan survey involving over 350 participants and featuring a seven-figure investment to engage both existing and lapsed fans and wider stakeholders, the campaign is built on the messaging that everyone is an important voice in the success of the club; a journey backed by an unwavering pursuit of togetherness and pride.
The campaign aims to emphasise Huddersfield Town’s resilient spirit and determination and shake off the lack of confidence and “underdog” mentality.
Mr Nagle, who is still in negotiations to take over control of the John Smith’s Stadium, has invested heavily in facilities. This includes:
- Stadium Refurbishment and Rebranding: a seven-figure overhaul of the stadium, including stands, fan bars, concourses, hospitality areas, player changing rooms, club shop, merchandise, reception and office spaces;
- Training complex upgrade: the Canalside training complex has undergone comprehensive refurbishment to provide first class facilities for the players and coaching staff;
- Academy enhancement: The Huddersfield Town Academy has been upgraded to Category Three status, seven years after its downgrade. From the 2024/25 season, the Academy will nurture young football talent from the age of eight, aiming to produce future homegrown stars.
Speaking about the brand refresh, Fantastic Media CEO Andy Hobson said: “Huddersfield has a rich vein of history built on the ambitions of the bold, the brave, the challengers and the disruptors.
“HTAFC is backing the entire town to succeed and turn it back into the Northern Powerhouse it once was. The catalyst for change starts with this campaign and the club’s multi-million pound investment.”
Town chief executive Jake Edwards promised a new chapter for the club and said: “The continuous recent changes of ownership and management in the club have diluted its identity and resulted in it losing its way.
“Our fan base is diverse, our audience has the potential to be global and, importantly, our reach and influence goes well beyond the field of play.
“As such, we must think and act like the club we want to be in every interaction. It’s time to come together and embrace the strengths we have as a team.
“From our players to the stadium’s employees, we need to promote every positive aspect of our town through the HTAFC brand and align it with our ambitious plans and a refreshed identity.
“I wholeheartedly believe there is no reason we won’t be back in the Premier League. There is no ceiling to our success anymore.”
Fantastic Media is a Leeds-based integrated marketing agency with national and international experience in sports branding, fan engagement and global reach.
The agency previously worked with Huddersfield Town from 2015 to 2017, creating the ‘No Limits Terrier Spirit’ campaign when the club was promoted to the Premier League.
