Barfoot & Thompson gives prime jersey real estate to Blues fans via Pitchblack Partners

In sports sponsorship, few assets are more valuable than a logo on the team jersey. To mark 30 years backing the Blues, Barfoot & Thompson chose to give that prime real estate away.

Working with Pitchblack Partners, Barfoot & Thompson replaced its own branding on the Blues jersey with the names of loyal supporters, handing the most valuable piece of sponsorship inventory to the people who have backed the team alongside them for three decades.

Barfoot & Thompson Managing Director Peter Thompson says the gesture was about recognising the role fans play in the club’s identity: “The Blues jersey is a special place to be. After three decades of backing the team, it felt right to share that valuable space with the people who’ve been cheering alongside us – the fans.”

The reveal came when the Blues ran onto Eden Park to face the Highlanders on April 17, with supporters only realising the tribute once the team took the field wearing the fan-filled jerseys. Throughout the match, participating fans’ names appeared on the Eden Park big screen and sideline LED hoardings, while the tribute was also highlighted during the Sky Sport broadcast, with commentators calling it out live and a post-match interview showing two fans receiving their named jerseys from Blues captain Dalton Papali’i.

Pitchblack Partners CCO Tom Paine says the idea challenged one of the most entrenched conventions in sport sponsorship: “As a day-one Blues supporter with a financially irresponsible soft spot for vintage sports jerseys, this barely felt like work. Breaking a 30-year sponsorship playbook in the name of the fans is a bold move, but Barfoot & Thompson were all in. The boys got the win, the supporters were beyond stoked, and the brand delivered a genuinely fan-first partnership.”

Blues CEO Karl Budge says the gesture reflected the shared history between the club, the sponsor and the supporters: “The fan-first gesture was a fitting tribute that brought the community spirit of the partnership to life. To celebrate 30 years with Barfoot & Thompson in a way that recognises our fans makes this moment even more special. Our supporters create the atmosphere, the identity and the pride around this club, and their energy plays a huge role in what this team represents on and off the field.”

The campaign launched on April 17 across TV, out-of-home and social, with evergreen creative continuing to celebrate the long-standing partnership between Barfoot & Thompson, the Blues and their supporters.

Barfoot & Thompson, Head of Brand – Catherine Teoh
Barfoot & Thompson, Head of Sponsorship – Nick Simmers
Barfoot & Thompson Campaign Manager – Keiko Umezu
Creative Agency : Pitchblack Partners
Media Agency: Together
PR Agency: Network Communications

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