Cymru Premier brand: Brief for tender
Background:
In February 2024, the FAW announced that it will invest £6million into the JD Cymru Premier, the largest ever single investment into the Wales’ top-flight league.
In April 2024, the FAW launched the strategy for the JD Cymru Premier – which includes investment towards increasing the brand and profile of the JD Cymru Premier, both domestically and internationally, and its clubs.
In September 2024, the FAW announced the new format to the JD Cymru Premier for the 2026/27 season and onwards.
As a result of this investment, we are looking for a brand agency to help us develop and strengthen the Cymru Premier brand to make it uniquely ours, uniquely Welsh, and increase brand awareness and brand affinity. We’re looking for the Cymru Premier brand to be able to tell its own story to help us attract attendances, engagement and sponsors.
Key Objectives:
- Define and develop brand identity of the Cymru Premier – values / purpose / mission / personality to attract more engagement, spectators and sponsors.
- Develop and strengthen the visual identity the Cymru Premier, ready for the launch of the season 2026/27.
- Develop and strengthen the identities and brands of the Cymru Premier clubs.
Key Timelines:
- Initial proposal received back by Monday 13th January – please send them to jparienti@faw.cymru.
- Shortlisted agencies will be contacted w/c Monday 20th January to develop their ideas further.
- Pitch presentations to be delivered w/c 10th of February.
- Decision made following pitch presentations.
