
Citizen Watch UK
Client Since: 2025
Partners: The Hundred (England & Wales Cricket Board)
Services Provided:
Sponsorship Market Research
Rights Negotiation
Sponsorship Activation Strategy & Project Management
LED Creation
Player Access Content Creation
Digital Marketing
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Our highlighted work
Content Day - May 2025
As part of the negotiated rights, Citizen Watch UK had access to film content with The Hundred players over two days at Edgbaston, Birmingham. The Synonymous Sport team developed a detailed plan, focusing on producing engaging social content and elevated imagery of the event. Alongside Time to Pick, a content series, we also secured imagery of the stars wearing the Citizen products.
Partnership Launch - March 2025
To announce the new partnership, our team created a high-impact launch video for the Citizen channels. Ultimately due to the elevated execution of the video, the Hundred official channels agreed to collaborate with Citizen Watch UK’s channels, ensuring a wider reach for the announcement.
Research Project - November 2024
The Synonymous Sport team spent time understanding Citizen Watch’s brand and objectives, before embarking on an extensive research project. This focused on the core objectives of increased UK brand awareness, storytelling opportunities and client entertainment opportunities. Following a thorough process, the brand chose The Hundred, cricket’s premier short format competition. We then negotiated a bespoke package of rights, again using the objectives as a guide.