LoveGunn is proud to be featured in the latest issue of FC Business, highlighting our transformative branding work with Oxford United Football Club — a project that has become one of the most talked-about football rebrands in the UK.
The feature explores how LoveGunn partnered with Oxford United to create a bold new brand strategy and visual identity that reflects the club’s ambition, heritage and future growth. As a leading sports branding agency, our goal was to help Oxford United move beyond a traditional football club identity and become a modern cultural brand capable of connecting with fans, partners and new audiences alike.
Following promotion to the EFL Championship, Oxford United faced a pivotal moment. Greater visibility brought greater opportunity — but also highlighted the need for a clearer, more powerful brand identity.
LoveGunn worked closely with Oxford United to develop a strategic repositioning rooted in one central truth: Oxford is a city defined by aspiration.
This insight became the foundation for the club’s new brand platform: Dream. Inspire.
From verbal identity and narrative development through to creative execution, the rebrand was designed to strengthen Oxford United’s emotional connection with supporters while unlocking new commercial potential across sponsorship, retail and partnerships.
The FC Business feature highlights the measurable business impact of the project — proving how effective football branding can directly influence revenue and engagement.
Since launch, Oxford United has seen:
For clubs operating in an increasingly competitive sports market, branding is no longer cosmetic — it is strategic infrastructure.
A clear football brand strategy helps clubs:
At LoveGunn, we believe successful football branding goes beyond crest redesigns or kit launches. The strongest clubs build brands that live across every touchpoint — matchday experience, digital content, merchandise, partnerships and community engagement.
Oxford United’s transformation is a clear example of how a club can evolve into a distinctive, future-ready sports brand without losing authenticity.
As featured in FC Business, the project demonstrates how thoughtful brand strategy can help football clubs:
The full article in FC Business explores the complete Oxford United case study, including insights from Adam Benson, Oxford United’s Chief Commercial & Marketing Officer, and LoveGunn Co-Founder Tom Love.
Read the full feature here:
https://cloud.3dissue.com/6374/7271/131371/issue172/index.html
LoveGunn is a London-based branding agency specialising in sports branding, football club rebrands, brand strategy and creative campaigns for clubs, rights holders and ambitious challenger brands.
If you're a football club, sports organisation or brand looking to define a clearer identity and unlock commercial growth through branding, get in touch.
LoveGunn is proud to be featured in the latest issue of FC Business, highlighting our transformative branding work with Oxford United Football Club — a project that has become one of the most talked-about football rebrands in the UK.
The feature explores how LoveGunn partnered with Oxford United to create a bold new brand strategy and visual identity that reflects the club’s ambition, heritage and future growth. As a leading sports branding agency, our goal was to help Oxford United move beyond a traditional football club identity and become a modern cultural brand capable of connecting with fans, partners and new audiences alike.
Following promotion to the EFL Championship, Oxford United faced a pivotal moment. Greater visibility brought greater opportunity — but also highlighted the need for a clearer, more powerful brand identity.
LoveGunn worked closely with Oxford United to develop a strategic repositioning rooted in one central truth: Oxford is a city defined by aspiration.
This insight became the foundation for the club’s new brand platform: Dream. Inspire.
From verbal identity and narrative development through to creative execution, the rebrand was designed to strengthen Oxford United’s emotional connection with supporters while unlocking new commercial potential across sponsorship, retail and partnerships.
The FC Business feature highlights the measurable business impact of the project — proving how effective football branding can directly influence revenue and engagement.
Since launch, Oxford United has seen:
For clubs operating in an increasingly competitive sports market, branding is no longer cosmetic — it is strategic infrastructure.
A clear football brand strategy helps clubs:
At LoveGunn, we believe successful football branding goes beyond crest redesigns or kit launches. The strongest clubs build brands that live across every touchpoint — matchday experience, digital content, merchandise, partnerships and community engagement.
Oxford United’s transformation is a clear example of how a club can evolve into a distinctive, future-ready sports brand without losing authenticity.
As featured in FC Business, the project demonstrates how thoughtful brand strategy can help football clubs:
The full article in FC Business explores the complete Oxford United case study, including insights from Adam Benson, Oxford United’s Chief Commercial & Marketing Officer, and LoveGunn Co-Founder Tom Love.
Read the full feature here:
https://cloud.3dissue.com/6374/7271/131371/issue172/index.html
LoveGunn is a London-based branding agency specialising in sports branding, football club rebrands, brand strategy and creative campaigns for clubs, rights holders and ambitious challenger brands.
If you're a football club, sports organisation or brand looking to define a clearer identity and unlock commercial growth through branding, get in touch.
