Deloitte content marketing project | Case study |

Deloitte - Football Money League 2012


Why they hired us

The annual Football Money League report, featuring the top richest football clubs, has been compiled by Deloitte for the last 15 years. Deloitte wanted to capitalise on the existing popularity of this report and further its reach. We suggested using the data to create an infographic, which would also support the wider SEO campaign. Since then, we've also developed, launched and promoted a number of other infographics, with topics including the Annual Review of Football Finance, UK Mobile Consumer Survey and TMT Predictions.


of target figure for referral visits achieved on launch day
ROI over the two days of release, based on increase in traffic

Project overview



With limited time to see the final figures, we worked with the previous years report figures to produce the graphic ahead of time and then worked incredibly quicky to create the final version ready for release. Working closely with Deloitte’s branding team, we created a design that was in keeping with the corporate guidelines but still compelling and impactful. Once design was completed and ready for seeding, we liased with Deloitte’s internal PR team in order to fully utilise the existing contacts, and build-up to the day of the infographic launch, we research over 150 sports and business bloggers – all with individually tailored emails.


The Football Money League infographic campaign won us and Deloitte the recognition at the UK Search Awards 2012, where the work was a finalist in the category ‘Best Use of Search – Finance’. Following the success of our initial work on this, we’ve gone on to create other infographics for Deloitte, and the designs and processes we came up with have been included in the new internal branding guidelines for Deloitte.


The Football Money League infographic generated a traffic increase to the site of 450% on day of release. Of the traffic that the infographic received, 90% of visits were unique and 75% were referring sites. The infographic was published in 10 languages and received 232 links from 78 unique domains. There were mentions in the CIty AM, the Metro, The Guardian and Marketing Week, as well as additional exposure on from the BBC, CNN and Sky Sports.

Further reading

Reporting And Evaluation Icon

M&G Investments reduced the number of man hours required for internal reporting after working with us.

Click here to learn more

Reporting And Evaluation Icon

Christie+Co a large UK Business estate agents improve their organic search visibility by 38% since joining us.

Click here to learn more

Reporting And Evaluation Icon

Trafalgar Tours a worldwide holiday tour operator saw an increase of 900% from search traffic from our work.

Click here to learn more

Content Marketing Icon

Want to know more? Then connect with us using our contact form, and we will be in touch very shortly.

Click here to learn more

01865 703000