WHY SUPER FURRY ANIMALS JOINED MUSIC’S DASH TO CROSS OVER FOOTBALL’S VINYL FRONTIER | EMMA JOHN
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| Source | Latest linked headline | Age |
|---|---|---|
| Sport | The Guardian | WHY SUPER FURRY ANIMALS JOINED MUSIC’S DASH TO CROSS OVER FOOTBALL’S VINYL FRONTIER | EMMA JOHN | 2 hrs ago |
WHAT HAPPENED
The Welsh indie-rock band Super Furry Animals has partnered with Cwmbran Celtic, a Welsh football club, in a sponsorship deal that will see the band's logo featured on the team's shirts. This development is part of a larger trend to monetize 'adjacent audiences', according to Sport | The Guardian. The deal marks a nostalgic return for the band, which last had its logo on a football kit nearly three decades ago.
In 1999, Super Furry Animals' frontman Gruff Rhys and bassist Guto Pryce, both Cardiff City fans, had the band's logo on Cardiff City's Welsh Cup run shirts, which cost them £2,000 and were reportedly knock-offs. The current sponsorship deal with Cwmbran Celtic is seen as a way to tap into the nostalgia of the 1990s, as noted by The Guardian. Limited information is available on the specifics of the deal, but it is clear that it is part of a broader trend in the music and sports industries.
The partnership between Super Furry Animals and Cwmbran Celtic reflects a growing trend of collaborations between music and sports entities to reach new audiences and capitalize on nostalgia. The adjacent audiences of music and sports are being monetized through such deals, as reported by The Guardian.
- Super Furry Animals has partnered with Cwmbran Celtic in a sponsorship deal
- The deal is part of a trend to monetize 'adjacent audiences' in music and sports
- The band last had its logo on a football kit nearly three decades ago
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