The Brief
In today’s competitive digital landscape, authentic engagement is more valuable than ever. In 2023, PinPoint Media identified a unique strategic opportunity for CANNA UK, a global leader in plant nutrient technology, to connect with a new, engaged audience through Hashtag United, the world’s most innovative, content-first football club.
Founded online and built for the digital age, Hashtag United has rapidly grown a loyal following through its unique blend of competitive sport and content creation. Their fanbase isn’t just watching, they’re participating, sharing, and advocating. For CANNA UK, this made them the ideal partner to break into high-growth, culture-driven conversations.
By sponsoring Hashtag United Women as their front-of-shirt sponsor for the 2023/24 and 2024/25 seasons, CANNA UK secured prime brand placement at the intersection of grassroots sport, digital culture, and national media coverage.
The Turning Point: Victory at the FA Women’s National League Cup Final
The most powerful moment of the partnership came on April 21st, 2024, when Hashtag United Women captured national attention by winning the FA Women’s National League Cup Final, defeating Newcastle United 2-1. The victory wasn’t just a sporting milestone, it became a media event that elevated both the club and its partners into the spotlight.
Key Coverage Highlights:
Televised nationally across major networks including BBC Sport, ESPN, ITVX, and Match of the Day
Featured in high-profile sports journalism from The Guardian and regional outlets
Front-of-shirt visibility for CANNA UK throughout the final and in post-match media content
Widespread amplification on social platforms, fan-led channels, and brand accounts
This moment became a prime example of how aligning with the right cultural event can yield brand-defining visibility, emotional resonance, and lasting commercial impact.
Post-Match Media Performance and AVE Impact
To accurately capture the commercial effectiveness of this sponsorship, PinPoint Media conducted a comprehensive Advertising Value Equivalency (AVE) analysis and social media performance audit in the days following the FAWNL Cup Final.
Quantifiable Outcomes:
AVE Generated: £441,904 in earned media value from traditional and digital exposure
Social Impressions: 84.9 million across platforms, spanning both organic and paid content
Posts Created or Shared: 8,114 unique content pieces featuring or referencing the event
Traditional Media Reach: 825,724 readers and viewers through news coverage
Content Velocity: 75.79 posts per hour during peak coverage
Social Shares: 6,914 user-generated shares, indicating high community engagement
Visibility Score: 38.12 average score measuring prominence and clarity of brand exposure
These results illustrate the significant ROI possible through targeted, culturally relevant sponsorships, particularly in the rising space of women’s sport.
Strategic Foundations: Why It Worked
This wasn’t just luck, it was strategy.
PinPoint Media worked closely with CANNA UK from day one to ensure the sponsorship wasn’t just a logo placement, but a fully integrated campaign designed to deliver real commercial outcomes.
Our Strategic Approach Included:
Audience Affinity Mapping: Identifying shared values between CANNA UK’s customer base and Hashtag United’s community
Content Creation Strategy: Leveraging key calendar moments to develop sharable, entertaining, and value-driven content
Media Planning: Supporting earned and paid exposure across CANNA UK’s and Hashtag United’s platforms
Performance Tracking: Real-time monitoring of impressions, engagement, and AVE to validate campaign ROI
The partnership shows the value of aligning brand purpose with community-driven culture, especially in the underleveraged arena of women’s football.
Year-Round Benefits Beyond the Final
While the Cup Final served as a peak moment of exposure, the broader 2023/24 season delivered sustained performance and engagement across digital touchpoints.
Season-Wide Results:
227M+ Total Views across Hashtag United’s content platforms, including YouTube, Instagram, and TikTok
Viral Engagement through creative stunts like the April Fools’ "PK Humble" campaign, generating cross-platform buzz
Branded Content Integration across training clips, matchday vlogs, and player challenges
Amplification on CANNA UK’s Channels via co-branded campaigns, behind-the-scenes features, and community engagement
This full-funnel approach helped CANNA UK build awareness, drive loyalty, and reach younger, digitally-native audiences in a way traditional marketing could not.
Commercial Results and Brand Impact
The results speak for themselves. By backing a high-potential women’s team at a defining moment in their history, CANNA UK earned:
Over £440,000 in direct AVE from a single event
National media recognition across mainstream and niche outlets
Sustained digital engagement with new and existing audiences
A strategic brand alignment with one of the most innovative football clubs in the UK
The Power of Purpose-Driven Sponsorship
This case study demonstrates how smart, culturally aware sponsorships can create high-value brand moments. CANNA UK’s alignment with Hashtag United Women wasn’t just timely, it was deeply relevant to their mission and audience.
Through storytelling, strategic visibility, and measurable returns, PinPoint Media helped transform a single sponsorship into a multi-channel success story.
