Npower is activating its sponsorship of the English Football League this year with a Foursquare-esque social media game for fans to “show their loyalty” to their clubs.

Club 72, which is set to launch on the opening day of the football season this weekend (6 August), will offer fans the chance to chart their support by collecting badges at each Football League stadium they attend.

The game will also offer bonus points for reaching certain milestones, such as witnessing their team win three times in a row or attending every Championship ground.

Npower has enlisted the help of former Derby County and Leicester City footballer Robbie Savage, who took part in a photo shoot, setting the Guinness World Record for wearing all 72 Football League clubs’ shirts at once, to promote the drive.

The Football League has been sponsored by Npower since 2010, when it replaced Coca-Cola. The three year deal, worth £21m, expires at the end of the 2012-13 season.

Sky Sports signed a three-year exclusive TV deal worth £195m in April to broadcast the Football League from the 2012-2013 season. Sky currently shares coverage with the BBC.

Source: marketingweek.co.uk

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