The challenge
Southampton FC Women continues to grow in stature, reflecting the rising profile of the women’s game nationally. To build momentum and strengthen its position, the club needed strategic partnerships with organisations that could not only provide financial backing but also align with its values of excellence, reliability, and community impact.
At the same time, WP Group – the region’s leading fuel supplier – wanted to raise awareness of its brand, showcase its commitment to sustainability, and connect with local communities in meaningful ways.
Our work processed this information and produced a verbal articulation of the most powerful attributes of the Charity and the impact it has on people’s lives throughout Southampton.
The “Supporting Southampton” strapline was created as a playful twist on charity as part of the football club but its main purpose was to clearly state that the Saints Foundation was supporting all residents in the city through the work it does with Southampton’s most venerable people.
From this, we developed new purpose, vision and mission statements, as well as an elevator pitch to bring it all together.
To launch the new strategy, we wrote a script for the strategy video. The script is an emotional ‘rally-cry” for people to get behind the charity’s work and “Support Southampton” through the work of the Saints Foundation.
Our solution
Carswell Gould worked with Southampton FC Women and WP Group to develop and launch a sponsorship that delivered benefits for both sides.
• Official Fuels Partner – WP Group became the club’s Official Fuels Partner for the 24/25 season, with brand visibility secured through short sponsorship on matchday kits.
• Messaging and positioning – we highlighted WP Group’s leadership in renewable fuels, particularly HVO (a sustainable diesel replacement), aligning its progressive outlook with the future-focused ethos of women’s football.
• Launch communications – we managed the press release, media outreach, and photography to announce the partnership, ensuring strong coverage across local and regional outlets.
• Shared storytelling – the partnership was positioned not only as commercial sponsorship but as a collaboration to inspire young athletes, support local talent, and fuel positive change on and off the pitch.
The results
The partnership announcement generated widespread coverage and positive reception from fans, stakeholders, and the wider community. It has:
• Positioned WP Group as a champion of women’s sport and sustainability
• Delivered strong brand visibility across the 24/25 season through kit sponsorship
• Strengthened Southampton FC Women’s ability to attract and inspire new fans, players, and partners
The impact
WP Group’s support is helping fuel the growth of women’s football in the region while reinforcing its reputation as an innovative, community-focused business. Together, WP Group and Southampton FC Women are driving progress, elevating opportunities for female athletes, and setting an example of how commercial partnerships can create meaningful impact.
Where marketing connects
This partnership demonstrates our DNA as creative problem solvers. By connecting brand values with sporting ambition, we helped forge a collaboration that delivers value for both parties while fuelling positive change in the community.