Case Study: Sheffield Mutual boosts brand awareness with Content Soup’s sponsorship activation

Sheffield Mutual boosts race-day awareness with Content Soup and 5 regional media hits

Sheffield Mutual, a friendly society offering financial products, faced the challenge of activating its headline sponsorship of the 2025 Sheffield Half Marathon to raise overall brand awareness. The company appointed PR agency Content Soup to develop a media-worthy creative hook that would appeal to event participants and spectators.

Content Soup developed the ‘Sheffield Mutual Money Academy,’ a series of on-site workshops and games designed to teach young people about money management. The solution included pre-event social media and PR outreach, which secured extensive regional and national media coverage. On race day, the vendor's activation was a huge success, drawing large numbers of children and carers to the brand's stand and effectively highlighting Sheffield Mutual's products to potential customers.

Sheffield Mutual