Revolut x Manchester City Women: Etihad matchday takeover
Influencer MarketingSeed turned Revolut's Manchester City Women sponsorship into a matchday takeover, handing 3,200 preloaded cards to Etihad fans and reaching 12,700 of them.
About the campaign
Revolut had just signed its first football partnership, with Manchester City Women, but a shirt-sleeve logo and pitchside boards were never going to convert matchday footfall into new account holders. Stadium sponsorship is usually wallpaper, tuned out amid the noise, ritual and rival placements of a matchday, and a fintech's product is invisible at a live match, so Revolut needed a way to make an app-based account feel like part of the event rather than an advert around it.
Seed Marketing built a full matchday takeover of the Etihad for Manchester City Women versus Chelsea on 23 March 2025. Brand ambassadors handed out 3,200 Revolut cards preloaded with 20 pounds plus branded scratch cards before kick-off, foam fingers covered every seat, and at halftime the world's largest Revolut card was revealed on the pitch to crown The Biggest City Fan winner, with influencers and the club's channels carrying it online. A preloaded card is an unfinished transaction: fans could only unlock the stored value by activating an account at home.
That mechanic turned sampling into an open acquisition loop, while one broadcast-quality halftime moment concentrated attention at the highest-engagement point of the day and gave online channels a single asset to carry. Seed reports 12,700 fans reached and one in four engaging, with new sign-ups entered into a 5,000-pound prize draw. All figures are self-reported and unverified, Seed's own pages disagree on engagement, one in four versus 2%, and no account sign-up or conversion numbers were published, so the core acquisition claim remains unproven.
Case in 60 seconds
Revolut had just signed its first football partnership with Manchester City Women, but a shirt sleeve logo and pitchside boards were not going to convert matchday footfall into new account holders.
Fans at a stadium are physically present but digitally reachable; putting a working, preloaded product in their hands connects the matchday experience directly to an account sign-up funnel.
A full matchday takeover of the Etihad for Manchester City Women vs Chelsea, built around Revolut cards preloaded with £20 and one halftime stadium moment.
Brand ambassadors handed out 3,200 preloaded cards and branded scratch cards pre-match, foam fingers covered the seats, and at halftime the world's largest Revolut card revealed The Biggest City Fan winner on the pitch, with influencers and the club's channels carrying it online.
Seed reports 12,700 fans reached and 2% engaging with the campaign, with new sign-ups entered into a £5,000 prize draw; no account sign-up figures were published.
Strategy Breakdown
The primary strategy-learning section — interpretation, not a press-release summary.
Creative & Execution System
Assets & channels
- 3,200 Revolut cards preloaded with £20
- Revolut-branded Man City scratch cards
- Foam fingers placed on every seat
- The world's largest Revolut card, revealed at halftime
- Stadium big screens
- Manchester City Women's social channels
Partners
- Seed Marketing
- Manchester City Women's Football Club
Participation mechanic
- Activate a preloaded card at home for a chance to win £5,000
- Scratch cards with prizes including future Manchester City Women's match tickets
- The Biggest City Fan competition, winner revealed at halftime with prizes including a training session, a signed shirt and £1,000
- New sign-ups entered into the post-match prize draw
Creator role
- Influencers documented the takeover in real time on site
Results & Evidence
| Metric | Value | Result type | Confidence |
|---|---|---|---|
| Fans reached | 12,700 | Reach | Agency reported |
| Fans engaged | 2% | Engagement | Agency reported |
Why Seed Marketing's strategy worked
- 1
Handing fans a working, preloaded product turns sampling into an open acquisition loop; the £20 of stored value could only be unlocked by completing sign-up at home.
- 2
One broadcast-quality stadium moment, the halftime reveal of the world's largest Revolut card, concentrated attention at the highest-engagement point of the day and gave online channels a single asset to carry.
- 3
Low-cost physical details scale: foam fingers placed on seats turned the whole stand into brand display without media spend.
- 4
Layered incentives (a £5,000 activation draw, scratch-card prizes, The Biggest City Fan competition) gave fans multiple routes into the same sign-up funnel.
- 5
Independent trade coverage of the activation confirms the agency's role, which most self-published case studies lack.
Results
51.7M+
Total views
2.9M+
Interactions
17.7%
Engagement rate
Results
10M+
Views
5M+
Impressions
20K+
New followers