The American Express team has been busy celebrating ten seasons of support for Brighton & Hove Albion Football Club with a unique initiative that’s gone down pretty well with media …

We were asked to come up with a campaign to mark American Express’ ten year partnership with Brighton & Hove Albion FC.

But, rather than do some pointless stunt, we decided to do something that demonstrated the brand’s commitment to club fans and ensure that any benefit was felt by them.

Alighting on the perennial challenge of keeping up with a club’s latest kit every season, we worked with brand and club to announce a special “Shirt Buy-Back” initiative, offering fans the opportunity to get a new 22/23 season Albion football shirt for free between 23 and 29 May. All fans need to do is exchange any BHAFC shirt from the past 10 seasons for a voucher they can redeem against a brand-new shirt when the new kit launches later this summer.

The returned shirts will be donated to the lovely folks at charity KitAid, who distribute shirts to both children and adults in some of the world’s poorest countries.

To launch the stellar story, we captured a bank of photography and video content at the American Express Community Stadium, enlisting the help of four BHAFC first team players Enock Mwepu, Victoria Williams, Steven Alzate and Maisie Symonds … before issuing to a raft of national, consumer and sports media.

So far, so very good, as we’ve put 40 pieces of coverage in the back of the net and counting, including Daily Mail, The Sun, The Scottish Sun, plus TalkSport and many many more.