When the whistle blows in the English Premier League (EPL), it’s not just football fans who come alive; it’s brands too. With over 4.7 billion people across 212 territories accessing EPL content through TV, digital, and social platforms, the league remains the most-watched sporting competition in the world. For marketers, this creates an unmatched playground for real-time, emotionally charged brand engagement.
Why the EPL Matters for Brands
The EPL is more than a game - it’s a global cultural movement. With 1.4+ billion fans worldwide, including massive audiences in Africa, Asia, and the Middle East, the league offers an unparalleled opportunity for brands to insert themselves into the conversations and emotions that define football culture.
- Massive Fanbase: Nigeria, Kenya, and South Africa are among the EPL’s top fan markets.
- High Engagement: Fans follow live matches, highlights, podcasts, fantasy leagues, and endless debates on social platforms.
- Emotional Connection: Goals, red cards, penalties, and comebacks spark real-time emotional spikes - the perfect window for brands to trigger memorable ads.
Suss Ads: Bringing Brands Closer to the Game
Suss Ads has built a unique approach to harnessing the EPL’s unmatched reach. By integrating live match data into programmatic advertising, brands can activate campaigns in real-time and sync messages with fans’ emotions.
Case Study: Nivea – Owning the Football Season with Suss Ads
As the 2025/26 Premier League season kicks off, Nivea has already jumped ahead of the curve by leveraging Suss Ads to connect with passionate football fans.
The campaign integrates dynamic creatives tied to the excitement of the new season, ensuring Nivea’s brand stays top-of-mind during peak fan engagement moments.
Key Results (so far):
- 6M+ Impressions across Nairobi’s 900+ premium pDOOH screens in the first 3 weeks of launch.
- 14% Engagement Rate on digital creatives (well above industry benchmarks of 5–7%).
- 3.2M+ Reach on Mobile & Web through programmatic placements around lifestyle, sports, and entertainment platforms.
- High Recall Moments: Ad recall spiked 22% during goal celebrations when Nivea’s creatives were triggered in sync with live EPL matches.
- Audience Demographics: 64% Male / 36% Female, with strong traction among 18–34-year-olds, the EPL’s most engaged audience segment.
Why It Worked
- Emotional Relevance – Campaign creatives were triggered at high-intensity football moments (goals, half-time, red cards).
- Multi-Channel Presence – Fans saw Nivea not only on their phones but also on big screens in malls, highways, and CBD areas.
- Precision Targeting – Messaging was localized, ensuring Arsenal fans in Nairobi and Man City fans in Mombasa saw tailored creatives.
Nivea’s campaign demonstrates how lifestyle brands can use football’s emotional intensity not just for awareness, but for deeper consumer connection and long-term loyalty.
Real-Time Ad Triggers
Imagine this:
- Goal Scored → “Celebrate like a champion! 20% off right now.”
- Red Card → “Things are heating up - stay cool with [Brand].”
- Missed Penalty → “Don’t miss this deal, unlike that shot.”
With Suss Ads, your brand doesn’t just advertise; it participates in the game.
Multi-Channel Reach
Through programmatic display, rich media, video ads, push notifications, and programmatic Digital Out-of-Home (pDOOH), brands can reach fans across web, apps, stadium environments, and even Nairobi’s busiest streetslike Moi Avenue, Yaya Center, TRM, and Sarit.
Precision Targeting
Suss Ads leverages audience data to deliver personalized, contextual ads:
- Arsenal fans in Nairobi might see different creatives than Manchester City fans in Mombasa.
- Target by location, device, demographics, and even match-day behavior.
Proven Impact
During the African Nations Championship (CHAN 2025), Suss Ads brought football to life with dynamic, event-triggered ads across Nairobi’s prime digital screens. Fans experienced live goal celebrations, countdowns, and winner messages in real time, keeping them connected wherever they were.
Why This Matters for Your Brand
- Emotional Relevance: Ads tied to live match moments create lasting recall.
- Higher Engagement: Contextual ads drive stronger interaction rates.
- Performance Visibility: With real-time dashboards, brands track impressions, clicks, and event-based spikes.
The Final Whistle
The Premier League isn’t just sport - it’s shared passion, culture, and community. With Suss Ads, your brand can tap into this heartbeat and own the most unforgettable moments of the season.
Ready to make your brand part of the conversation this EPL season? ⚽
👉 Visit www.suss.ae to get started.