#AlienForClubs #AlienForEPL

The way homeless dogs will make Chelsea a very special club


It’s halftime of Chelsea vs. Tottenham game at the reconstructed Stamford Bridge. An auction “selling” of homeless pets is being held.

A nice elderly terrier is bought for 10 thousand pounds. Next a red fluffy cat finds home for 8 thousand pounds.

Do you want to know what’s going on? Then read through!



This is a new post from the #AlienForClubs series, in which I, Leon The Alien, suggest peculiar solutions on the basis of sports neuromarketing. Earlier you could see an #AlienForMLS series of posts for MLS clubs, now I’ve moved on to the English Premier League. The first issue of #AlienForEPL was about Middlesbrough.

Today we will talk about Chelsea, but first let’s clarify some theoretical points. Believe me, it’s not as boring as it seems.

Cause-related marketing is not that far from social marketing. In brief, it’s a kind of marketing that is difficult to do without in our time. As Joao Guerreiro, Paulo Rita, and Duarte Trigueiros note in their study, it’s currently one of the ways for the brand to attract attention.

This is really where brands use your bottom-up attention to try to change your habits and draw your attention to something new. So, in addition to a slightly modified packaging and a brighter color scheme, brands use cause-related marketing.

My regular readers have figured out that the influence of hormones and evolutionary psychology has to be involved here. Yes, you are right. If you’ve got a sound brain, you definitely love helping others.

At this point you have your level of oxytocin increased, you feel good being in the company of other helping individuals. This is incidentally the way for you to improve the atmosphere in the team at your work – organize various altruism based activities. Like planting trees, cleaning up garbage, helping animals.

From the point of view of evolutionary psychology, our desire for altruism comes from selfishness. We definitely do not realize it. And our brain makes us believe that we are doing something good without selfish intent.

But altruism only increases a person’s chance of receiving help in return, if necessary. Thus, it increases the chance of survival, which consequently increases the likelihood of more numerous offspring (let me remind you that it’s the main function of our body).

People love touching moments, which give some meaning to life. You, people, do like to pretend that you are some special kind of animals. Readers of my blog are well familiar with the way nature restricts our choices, forcing us to constantly be on the move. The phenomenon alone of people’s tending to choose rather tangible pain instead of spending 15 minutes in a state of boredom is enough. I’ll dwell on that in a separate article shortly, so follow me on Twitter.

But it is the feeling of being special, characteristic of people on this planet that can help you achieve certain goals. It is known that even a marriage has much greater chances of survival if it is given some additional meaning, a kind of experience, which marketers seek to create.

But do you know what can cause even greater positive feelings than just a touching love story? It’s when it comes to animals. People thus attribute to animals some elements that they themselves do not really have.

Such stories are monetized not only in Hollywood.

Let’s consider an example from Croatia. It is probably not very attractively done, but is claimed to have coped with its tasks.

How can we apply this to football and Chelsea? Say, the Telegraph calls London one of the most pet-friendly cities in the world. Chelsea will definitely want to draw attention to the renovated Stamford Bridge after its reconstruction. So why not come up with an interesting and sweet story that will draw attention to Chelsea, and at the same time help solve the problem of homeless pets?

I mean, our task here is to tell the story that evokes people’s emotions, to attach animals to this story in order to increase the emotional component, to engage Chelsea and involve people in this story, thus solving the problem of homeless pets.

And so, we come up with a story of the following content: a dog escapes from the shelter to the new Chelsea stadium (there’s got to be a campaign conducted a few months before about Stamford Bridge being pet-friendly and a small sector prepared for fans with their pet friends).

The dog is found, they discover that his/her friend-man used to come with him/her to this sector, but then he got a child, and his wife had him get rid of the dog. He/she was noticed near the house where he/she had lived before, but there were already new people living there, so he/she ran to Stamford Bridge to look for his/her friend, who didn’t want the dog anymore.

Chelsea will make him/her an honorary club dog that will live and train along with the team, as well as arrange a campaign of auctioning animals from the shelter at halftime of each game. This will involve the competitive effect, the animals will find home, and the money raised will be sent to the shelter.

Did you enjoy the post? Then you will find a lot of helpful staff in my blog. And not to miss anything, subscribe to the weekly email newsletter and my Twitter!

Do you want to receive advice, a detailed strategy or involve us in implementing this strategy in your club? Just make your request by sending me a message on E-mail leon@sportsneuromarketing.com, and we will contact you within 24 hours.


Best regards,

Leon The Alien


SEE ALSO: How to make money on fan rumbles


Images: Tumblr