Category: Football

TECNO appoints Right Formula for their football partnerships

Right Formula is delighted to announce a strategic marketing partnership with global premier mobile handset and technology leader TECNO following a competitive pitch process.  

The partnership will see Right Formula activate multi-territory digital strategies and campaigns as part of TECNO’s sports sponsorship of Premier League giants Manchester City.

With focus on executing the delivery of audience-led digital content that drives global engagement, share of voice and brand growth across TECNO’s key markets, Right Formula will also offer consultancy across the company’s other marketing verticals to help strengthen its position within the sports sponsorship landscape.

TECNO first partnered with City in 2016 in a bid to grow its strategic marketing and advertising activity across the globe, and now operates in more than 60 emerging markets across Africa, South East Asia, South Asia, the Middle East, Europe and South America. 

Right Formula Founder and CEO, Robin Fenwick, said: “We’re thrilled to be working with TECNO and excited to help digitally activate their partnership with one of the biggest football clubs in the world.


“Our football and digital-related client portfolio continues to expand and we’ve already thoroughly enjoyed working with the TECNO team to help deliver an engaging digital campaign in time for the busiest period of the football calendar over Christmas and New Year.

“In what has been a difficult and uncertain year, we’re delighted to have maintained the relationships we hold with all of our retained clients, and are pleased to add another to our roster ahead of 2021.”  

Danni Xu, CMO of TECNO, added: “With their strategic and digital capabilities, we have no doubt Right Formula are the suited partner to help us achieve our objectives with our important Manchester City partnership.

“Right Formula are highly experienced operators in elite football and in initiating digitally-focused campaigns. Their credentials in this space made them the standout performer in the tender process and the perfect partner for TECNO.

“We now look forward to working with the team throughout a busy final month of the year and in future years.”



UEFA Europa League: Right Formula and Kia return for 2020/21

After a shorter turnaround than usual, the UEFA Europa League has returned with 48 teams from across the continent for the 2020/21 Group Stage.

Familiar clubs from England, Spain, Italy and Germany have once again launched their bid for European silverware, while outfits from the likes of Azerbaijan, Cyprus, Israel and Serbia are also getting their shot on the big stage.

Right Formula are also back for the new season, on hand for our third year of consultancy and activation work for global car manufacturer and UEFA Europa League Official Partner, Kia Motors.

There’s been little respite for our account team, with the new campaign launching in earnest just 62 days after the last one ended in Cologne, where Sevilla once again reigned supreme after victory over Italian heavyweights Inter Milan.

That particular night is one Right Formula look back at with immense pride, having adapted to the unprecedented challenge of activating at a behind-closed-doors showpiece event for the first time. 

Responsible for finding innovative and engaging ways to help activate Kia’s sponsorship in the circumstances of the global COVID-19 pandemic, outside-the-box thinking was required to meet a now unfamiliar brief in time for the Final. How could we help Kia supply a money-can’t-buy experience when all non-essential personnel couldn’t be at the stadium?


Step forward the Virtual Official Match Ball Carrier (VOMBC) – the tech supplement helping fulfil the dream of one lucky child.

Rather than host the Official Match Ball Carrier at the match, where under normal circumstances they walk out onto the pitch alongside the players, Kia took the matchday experience to their home for the Final.

Ten-year-old football fan Justus was the lucky winner, receiving a personal message from legendary German footballer Michael Ballack to inform him of his involvement in the Final. 

On the night itself, Justus remotely greeted the Sevilla and Inter Milan players as they arrived at the stadium, with the likes of Romelu Lukaku stopping by to say hello. Justus was then supplied with immersive virtual reality equipment that would take him inside the stadium and allow him to tour the venue as if he was on location.

Finally, he lived his dream by virtually carrying the Official Match Ball to the pitch.


It wasn’t the event that the UEFA Europa League, Kia Motors or Right Formula expected when the tournament kicked off this time last year, but the ability to adapt to the circumstances ensured once-in-a-lifetime memories were still achieved. Strong relationships with the client, UEFA, VR technology suppliers and the skills of our in-house production team all helped deliver a truly unique activation.

Unfortunately, capacity crowds in stadia still appear some way off. No one quite knows what this season’s Final in Gdańsk may look like. But we’ll be ready to help our clients with whatever hand is dealt.