New Leeds branding agency The Brand Federation (TBF) has scored a major early win in its journey, landing a key international project with BEYOND Hospitality, the official hospitality provider for the upcoming FIFA Club World Cup 2025 in the United States.
With FIFA’s new expanded format bringing together 32 elite clubs – including winners of the past four continental championships, and Manchester City and Chelsea both representing England – the tournament will unfold across 12 premier stadiums in North America this summer (working on the assumption US hasn’t descended into a burning apocalyptic wasteland characterised by roaming cannibals and heavily modified muscle cars before then).
BEYOND Hospitality is delivering a tiered hospitality experience across all venues, ranging from accessible packages to ultra-premium luxury offerings.
The Brand Federation has been tasked with creating a full suite of creative marketing materials tailored to a global, high-end clientele, as well as directing designs on the complete e-commerce front-end for hospitality sales.
Jonny O’Reardon, creative director and co-founder of The Brand Federation, said: “This has been an incredible opportunity to bring together creative ambition and global sporting prestige. Our focus was on aligning with the core FIFA Club World Cup branding while elevating the tone and experience to speak directly to a premium, international market.
“Alongside leading the delivery on a wide range of the branding, creative and sales assets, we collaborated closely with Leeds-based digital agency Perfect Storm on the website development so it’s great to see this work coming out of Yorkshire. We’ve been working on this since February and are still actively involved in rollouts and strategic planning with BEYOND.”
This is not the first high-profile collaboration for the TBF founders, who bring years of experience across international sporting events to their new venture.
Mike Robinson managing director and co-founder, added: “Jonny and I have been part of major global tournaments before, but this marks a special milestone as our first under The Brand Federation banner. It’s a thrill to be involved in FIFA’s landmark club event and partnering with BEYOND Hospitality again, and this project sets the tone for the kind of international, high-impact work we’re focused on. With several exciting opportunities on the horizon, it’s looking like a busy year ahead!”
As anticipation builds for the landmark FIFA tournament, The Brand Federation’s work on the event places the agency at the heart of a global sporting spectacle, showcasing its ability to deliver world-class branding and creative on one of football’s biggest stages. The fledgling agency says it hopes to be involved with many more international opportunities in sport and beyond.
