Case study
How do you use a global sports brand to showcase digital transformation?
journalists attended event at Old Trafford
pieces of global coverage
brand value growth
in 12 months
About the client
HCL Technologies is a global technology company that helps some of the world’s largest organisations modernise their IT systems, improve customer experience and operate more efficiently. Across more than 50 countries, HCL delivers digital transformation programmes that support complex, large-scale businesses across financial services, manufacturing, retail, telecommunications and healthcare.
Challenge
HCL’s partnership with Manchester United was a chance to align a B2B company with one of the world’s most recognisable brands. The challenge was to ensure coverage focused on the technology as much as the football, demonstrating HCL’s digital transformation expertise, not just a sponsorship deal. We also needed to engage a range of press, from technical IT, business and sports journalists without diluting the message.
Action
Knowing that one of the world’s most iconic stadiums would be a powerful draw for journalists, we built the campaign around a high-profile media event at Old Trafford.
We shaped distinct narratives for different media audiences, while maintaining a single core message about how technology is transforming global sports businesses. For technology journalists, we focused on the systems, infrastructure and digital capabilities underpinning the club’s operations. For business media, we highlighted how digital transformation was enhancing fan engagement and growth. Meanwhile, for sports press, the story was brought to life through player perspectives and insight into how technology supports the modern game.
By adapting the storytelling to each audience, we ensured the partnership became a credible demonstration of HCL’s digital transformation expertise – not just a brand association – and created sustained media interest.
Impact
The Old Trafford event attracted 40 journalists, giving HCL direct access to top-tier media including the Financial Times, BBC, The Telegraph and Reuters.
The campaign generated more than 200 pieces of coverage across business, technology and sports press. Highlights included a full-page feature in The Sunday Telegraph’s Business Reporter and a Reuters article reaching an estimated 27 million readers.
Beyond media volume, the campaign strengthened HCL’s positioning as a serious digital transformation partner for complex global organisations. Over the following 12 months, HCL’s brand value increased by 38%, and it was recognised as the fastest-growing IT services brand by Brand Finance.
