Strategy
OUR BRAND STRATEGY IS AT THE
HEART OF EVERYTHING WE DO.
IT SUMMARISES WHAT WE BELIEVE
AND WHY WE EXIST. WE CREATE EVERY
COMMUNICATION FROM THIS FOUNDATION.
Our manifesto
The spirit of our brand is captured in our brand manifesto. It explains where we have come from, why we are here and what we believe.
Ever seen a fire you can’t put out?
That’s what burns at the heart of
Everything we do.
Our community. Our teams.
Our fighting spirit.
It illuminates everything around it.
It forges who we are.
It’s too hot for some people.
But if you’ve got it within you – you’re one of us.
So shout loud. Never back down.
And show yourself.
OUR PROPOSITION
(SHORT-FORM)
Our values
Our values explain how we are going to achieve the promise of our proposition. We can use each of our brand values as a measure to test whether or not a piece of brand communication feels like us.
We can focus on one of our values at a time, or use them in combination to keep our messaging on brand.
Fight for each other
This is a team sport.
That’s why we’ve always got each others backs.
Name the time. Name the place - and our people will show up,
In numbers, to roar together. And we love them for it.
That’s why we recognise their hunger, we support and
Champion every single member of our community.
Activation Ideas
01
We feature fans and their stories in an upcoming campaign, showing how important our community is to the league, and the league to our community.
02
We ask fans to submit hand-drawn LLA marks in the run up to a big tournament, which we’ll use on promo content.
03
We select a handful of LLA community projects spearhead by our fans. By assigning mentors, we offer them access, resources and advice to improve their initiatives.
Step up to the challenge
We never shy away from any challenge, however huge.
When the odds are against us, we step up.
And go all in. It might not always end in glory.
But we send shock waves every time.
Showing everyone what we can do.
Being resourceful, outsmarting opponents, and staying resilient.
Activation Ideas
01
We might challenge our fans to beat the reaction time of a formula one driver, a cheetah, or our top player.
02
We might create a special segment during the breaks of big games, where fans take on a top player for five minutes in the arena. A chance for the best players to get scouted.
03
We empower our community to create top quality grassroots content, connecting them with each other to create interesting collaborations.
Fuel the fire
We’re unapologetically ourselves.
Never shying away from our passion.
Never toning down our sense of humour or the drama
around the game. Taking risks. Fanning the flames.
Letting the unique flavours of our league come through,
giving everything an unmistakable, fiery kick.
Activation Ideas
01
We might give fans their own LLA ‘Don’t Care Packs’, for them to make their own posters, slogans, and fiery merch to bring to games.
02
We might host comedy roasts between opposing teams in the run-up to big games, and share it as promo content. A chance for both sides to rile each other up and get the wit flying.
03
We might get the hype going on Twitter, cheekily fuelling banter between other leagues.