Synergy rebrands The Offside Rule

07 Mar 2019

By: Sport Industry Group

Sports and entertainment marketing agency Synergy has delivered a new visual identity for the female-fronted The Offside Rule podcast as part of a pledge to help drive gender diversity in football.

Engine agency Synergy was behind the creation of the #WhatIf campaign for Women in Football in 2018.

It has subsequently committed to create one pro bono campaign every year for the next three years to further promote women’s football.

This year’s recipient of £25,000 in agency creative time was The Offside Rule podcast, which won a competitive pitch for the funding.

The podcast is the brainchild of three sports broadcasters, Lynsey Hooper, Kait Borsay and Hayley McQueen, and began life in 2012 as the only all female-fronted podcast of its kind, covering both men’s and women’s football.

It now sits at the centre of a broader digital content ecosystem that offers a platform for budding female journalists looking to gain experience in the sports industry.

Synergy’s pro bono project has involved bringing the visual identity of The Offside Rule up to date with the podcast’s evolved brand position.

It features bold and vibrant colour, representing the brand’s fun and inclusive personality with the aim of connecting to a millennial audience and delivering impact across multiple platforms.

The Offside Rule new brand work

Lynsey Hooper commented on the project: “It’s fair to say that since we formed The Offside Rule in 2011, the perception of women in football has changed beyond belief and we felt that now was the opportune moment to freshen up our brand identity. Synergy have delivered a really clean and modern rebrand and we’re delighted with the outcome.”

Lisa Parfitt, Synergy’s Managing Director, added: “I’ve been a fan of The Offside Rule for some time. Whilst the show’s popularity has always been strong, we all agreed that it was important to provide the Offside Rule with a new visual identity.

“We hope they will now stand out even further in such a competitive space so that a larger audience is aware of the wonderful content that is being created by this brilliant team.”

The latest episode of The Offside Rule Exclusives podcast featuring Casey Stoney (former England Legend and current Head Coach of Manchester United W.F.C.) is now available on acast and other podcast platforms.

Meanwhile, other organisations gearing up for International Women’s Day on 8th March include Manchester City Football Club, which is unveiling a behind-the-scenes photo exhibition to honour its women’s team.

The exhibition, which will be on display in St. Ann’s Square in Manchester city centre from Friday, 8th March to Saturday, 9th March, showcases the hard work, passion, dedication and personality of the club’s elite female athletes.

This display is a compilation of several seasons of work capturing the women’s team in training, on a matchday and in profile off the pitch. 

Relaunched in 2014, Manchester City’s women’s team was the first FA WSL team to make all its players full time professionals and has secured a place in the UEFA Women’s Champions League for the last three seasons.