Subway’s ‘Late For Training’ Surprise Stunt Leverages Liverpool FC Sponsorship

The ‘Late for Training’ stunt, which generated 29,014 YouTube views in its first six days, is one of a series of content-led Subway Liverpool activations (also developed by PRISM)

It follows hot on the heels of a series of early March, film-focused Liverpool activation content (also featuring Daniel Sturridge) that includes a video of the striker picking his dream 5-a-side team from players he’s played with in the past,

As well as a spot leveraged Oscars interest by seeing Sturridge reflect on which Hollywood superstars he’d like to play himself in a movie #TrainHardEatFresh.

These wave of activation follows a situation in February when Liverpool fans began to involve the club’s commercial sponsors – including Subway – in their effort to exert pressure on the club to reverse its decision to increase ticket prices for the 2016/17 season.

Subway, which has been a partner of Liverpool FC since 2014, found supporters using social media to send messages to the fast food chain suggested that they might not be able to buy their product in the future as the club is asking them to pay too much money for tickets.

This supporter organised campaign was part of an ultimately successful initiative that saw Liverpool FC reverse its ticket price hike.

Hi @Subway @SUBWAYUKIreland – You want us to be customers? Then tell FSG we are supporters being priced out #FSG77 pic.twitter.com/eawHY2Wmpj

— Spirit of Shankly (@spiritofshankly) February 7, 2016

Hi @SUBWAY @SUBWAYUKIreland – Would you pass on a message to FSG please?
We prefer ALL our supporters to be able to afford tickets. #FSG77

— Paul Ellis (@liverblokelfc) February 7, 2016

Hi @Subway @SUBWAYUKIreland – You want us to be customers? Then tell FSG we are supporters being priced out #FSG77

— Gary Chapman (@chapo71) February 7, 2016

It was originally back in April 2014 that Subway signed an Official Partnership deal with Liverpool and joined a varied group of around 20 tier three club partners (such as Carlsberg, Nivea, Jack Wolfskin, Dunkin Donuts, Skype, Vauxhall, EA Sports and Gatorade).

This set of sponsors joins Main Sponsor Standard Chartered, Kit Supplier New Balance and Training Kit Sponsor Garuda Indonesia, as well as Liverpool’s smaller set of fourth tier ‘Regional Partners’.

Subway initially kick-starting its club relationship by sending its range of low fat subs to participants on Liverpool FC Foundation programmes.

The idea was that the low fat range would encourage youngsters on the club’s charitable-arm courses to ‘Train Hard and Eat Fresh’ and is part of the brand’s wider effort to use sponsorship as part of its mission to support healthier and active lifestyles.

At the time of the deal, LFC chief commercial officer Billy Hogan commented: ‘We’re delighted to welcome the SUBWAY brand as an official partner to Liverpool FC. We’ve worked closely with the SUBWAY team over the last few weeks and have seen first-hand value they place on giving back to local communities. We are excited to be joining forces with a global organisation who are just as passionate about making a positive difference to their communities as we are.’

While Subway’s Manaaz Akhtar said: ‘As a brand, we are committed to supporting everyone to be more active in their everyday lives and our partnership with Liverpool FC provides us with the perfect opportunity to demonstrate this and take it to the next level. Whether playing at the top of the Premier League or just having a kick about in the park, the SUBWAY brand can offer a wide range of nutritious options to help you deliver your best performance.