Jockey: Bengaluru FC Partnership
Putting Jockey's activewear inside India's football ecosystem.
Context
A WATConsult activation. Jockey signed on as an official partner of Bengaluru FC during the 2018-19 Indian Super League season.
Problem
Jockey was seen strictly as an innerwear maker. To challenge established athletic-wear competitors, it needed to place its MOVE activewear line credibly inside the sports ecosystem.
Thinking
Use the sponsorship to link the high-stamina demands of professional football directly to the durability of the MOVE collection.
Execution
Real-time match countdowns, social graphics, and interactive cheer boards to rally the club's fan base, with a centrepiece event where BFC players presented a signed, customised jersey to the Jockey team.
Outcome
The phase validated Jockey's technical apparel among professional athletes and set the blueprint for a larger, multi-year stadium campaign that followed.