Xylem’s ‘Be A Water Hero’ activation of its Manchester City FC partnership calls on City supporters and all football fans to make small changes to everyday habits to help address water issues at home and worldwide
The global water technology company Xylem and the Premier League club have teamed up for ‘Be a Water Hero’: a campaign which seeks to engage a new generation of water conservation advocates.
The initiative is led by a hero spot which showcases everyday instances of water usage and water complacency and urges fans to consider the impact that excessive water use has on society and the environment.
The spot stars City’s own squad of water heroes – including Raheem Sterling, Sergio Agüero and Alex Greenwood – and asks fans to make smarter water usage decisions.
The short film also outlines practical steps supporters can take to reduce their water usage and aims to drive viewers online to follow in the footsteps of their favourite players and make a personal pledge and learn more about reducing their water usage in easy everyday ways by visiting a dedicated page on ManCity.com.
Manchester City Women’s Football Club stars Demi Stokes, Rose Lavelle and Alex Greenwood have already taken the pledge, as well as Manchester City Football Club’s İlkay Gündoğan, Sterling and Agüero.
“Water is vital to both our human health and the sustainability of our communities worldwide. But escalating water challenges have put this important resource under threat,” Said Xylem CEO Patrick Decker. “Raising awareness of global water issues is a critical step in our mission to solve water. This campaign represents an opportunity to engage and mobilise the next generation of water advocates and innovators. Xylem and Manchester City are shining a light on the importance of safeguarding this precious resource. Together, we have the opportunity and potential to solve the greatest water challenges of our time.”
Joseph Vesey, SVP and CMO at Xylem, added: “By linking the impacts of water complacency to the relationships that fans hold with their football idols, we hope to encourage people to take practical steps to combat water scarcity. This campaign represents the next step in our multi-year partnership with the Club. Millions of football fans have the power to drive lasting change and create a more water-secure future for everyone.”
Comment:
The campaign, like the sponsor’s previous work with City, highlights the escalation of water challenges around the world and in the UK too.
Indeed, in parts of England water supplies are at risk of running out within 20 years because of population growth, ageing infrastructure and the impact of climate change.
Currently in the UK, more than 3bn litres of water (a-fifth of the daily volume used) is lost to leakage every day and the East of England in particular faces a projected water shortage of up to 30m litres a day by 2025.
A parallel strand of its City partnership sees Xylem work with the club’s Cityzens Giving arm, its global foundation, to deliver clean water towers, WASH education and sports and leadership training to communities around the world.
To date, that partnership has provided access to clean water and WASH education to more than 11,300 young people in communities in need across India, Thailand, China, Australia and the United States.
This campaign follows on from Xylem’s previous two Man City activations: 2019 ‘Closer Than You Think’ and 2020’s ‘The End Of Football’.
Plus, if you are looking for water preservation and technology sports marketing check out our case study of 2019 Open golf championship partner Bluewater’s campaign at Royal Portrush.
Links:
Xylem
Manchester City
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