The EFL: Marketing director Drew Barrand on English soccer’s big rebrand from the SportsPro website (http://www.sportspromedia.com/)
As if it had ever really been away, domestic soccer returns to England this weekend. The 2016/17 English Football League campaign kicks off with what was, just a few short years ago, a Premier League fixture, with Fulham FC hosting Newcastle United at their Craven Cottage stadium.
The west London venue was also the stage earlier this week for the official launch of the new season, which is the first since the Football League – the body which governs the three professional soccer tiers immediately below the Premier League in England – rebranded itself as the English Football League, to be known as the EFL across its promotional materials.
To start this latest chapter in its long and storied history, the EFL invited a representative from each of its 72 member clubs to come to Craven Cottage to participate in the launch. All 72 representatives, from all levels of involvement at the clubs – from star players like Wycombe Wanderers’ Adebayo Akinfenwa, through medical staff to tea ladies and young fans – gathered in Craven Cottage’s Riverside Stand for a “squad photo”, with the EFL’s key message being that it is a brand that offers something to everyone.
Drew Barrand, marketing director of the EFL and one of the key drivers of the body’s rebranding project, took the time to speak to SportsPro at Craven Cottage and explain the process and thinking behind it.
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