Overview
A brand with genuine standing in its community, ready to turn sponsorship into a measurable asset.
AMT Auto is a fast-growing automotive business based in West Yorkshire. As part of its long-term strategy to become the go-to vehicle provider in the region, AMT sponsors three of Yorkshire's biggest clubs: Leeds United, Leeds Rhinos and Yorkshire County Cricket Club, putting the brand in front of exactly the loyal, local audience it wants to reach. That sponsorship had built real visibility, and the opportunity now was to turn it into something AMT could measure directly, with real data, a direct line to fans, and clear proof of the investment at work.
ClientAMT Auto
SectorAutomobile
ServiceLead Growth
ProcessEdge + GTA
Key Result40,000 Individual entries
~The Challenge~
Turning strong visibility into a lasting, ownable relationship with fans.
AMT’s sponsorships put the brand in front of exactly the audience it wanted: loyal, engaged, local sports fans. That visibility lived inside club channels and social platforms, and the opportunity was to build something AMT could own and grow directly.
Likes and shares were a great start. The next step was creating a way to reach the same fan again, gather contact data to build a relationship from and connect sponsorship spend to clear commercial outcomes.
The brand was ready to turn an audience it was already reaching into an audience it truly owned.
40K
Individual entries, each one a qualified lead AMT can reach out to directly
Nominated
Best Sports Campaign, 2024
Owned audience
An engaged, opted-in audience that continues to grow
What Edge Found
Fans give their data for genuine access.
Fans crave access: a way to engage with their club that goes beyond the matchday. That's what our audience insights process, EDGE, uncovered. Access is the currency fans trade in: give them something worth having, tied to the team they already follow, and they'll gladly give you a way to reach them again. That was the opportunity: to take AMT's access to exclusive matchday experiences and merchandise and turn it into exactly that kind of exchange.
How GTA Activated It
A platform built to turn engaged fans into a direct, opted-in audience.
That insight became AMT Play, a custom digital platform shaped by the clubs fans already follow, brought to life through GTA, our go-to-audience approach. Exclusive giveaways and experiences, from match tickets to money-can't-buy access and "mystery guest" reveals, gave fans a genuine reason to take part.
Every entry captured real contact data, hosted entirely on AMT's own platform, for AMT to own and build on. Sponsorship became a channel AMT could measure, own and grow with confidence.
Results
The Result
Since launch, AMT Play has attracted more than 40,000 individual entries, each one a fan who chose to hand over their details in exchange for something worth having. AMT now holds a direct, opted-in audience that keeps growing, built entirely on its own platform and owned outright.
Sponsorship spend that once ended at a like or a share now has a clear, measurable line back to real fans and real data. The platform was even shortlisted for Best Sports Campaign at the 2024 awards, recognition for turning a sponsorship into something AMT can point to, measure, and build on.
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Automotive · Brand Growth · Edge + GTA