England Hockey

Understanding the target audience

  • England Hockey
  • England Hockey


England Hockey needs to grow new commercial income streams – sponsorship is a key focus to secure commercial partners. England Hockey identified a market in businesses that would like to be associated with an Olympic Sport, would like networking opportunities and would like to support community initiatives but did not have the budget to be involved at sponsorship level. England Hockey therefore launched a Business Club – ‘The 1908 Club’.

England Hockey wanted to create a brand identity for The 1908 Club – the brand name reflects the year of the first Olympic appearance for hockey and the first gold medal for England (England competed at the Olympics before Great Britain).

The values for The 1908 Club were identified as high quality, exclusive, being of social value, and aspirational.

The 1908 Club is exclusive to England Hockey and this needed to be reflected in the brand identity. Material produced included 1908 Club Membership pack including Membership Card, Certificate and event signage to designate 1908 Club Members’ area at England Hockey events.