Case Studies
Building long-term growth for New Balance Football
Matt led a five-year partnership that turned New Balance into a culturally powerful football brand. As lead agency for the global football team, Ear to the Ground delivered everything from overarching strategy to campaign execution and talent activations.
The brand built authentic connections with a Gen Z audience, putting New Balance firmly on the football map. The result was a brand that became a true player in football culture, earning credibility and driving global engagement.
Long-term impact
39% increase in boots sales annually
8.1m increase in social followers
210M+ views and impressions across socials.
Embedding Pringles into Football Culture
Our aim was to get Pringles to engage football fans authentically. Partnering with rising football star Cole Palmer, the campaign launched the Pringles Hot range and new “Flamin’ Hot Chicken” flavour. The collaboration struck the perfect cultural chord, driving massive engagement and earned media pick-up that “broke the internet.” More than a marketing activation, this became a cultural moment for Pringles, putting the brand at the heart of the football conversation and sparking nationwide buzz.
Impact
55m+ views
Coca-Cola x Premier League
Matt led the creation of Coca-Cola’s Premier League partnership campaign for the 2025/26 season, turning a sponsorship into a celebration of football culture. Ear to the Ground was tasked with going beyond badging — building activations that truly mattered to fans, young and old.
By hand-selecting the right talent and crafting authentic moments, the campaign ignited excitement across the country, putting Coca-Cola at the centre of the Premier League conversation and driving powerful, lasting fan engagement.
