Brand Tone

Passionate & Proud, Community-Focused & Inclusive, Resilient & Determined, Engaging & Approachable, Respectful & Traditional

Brand Values

• •Community
• •Heritage & Tradition
• •Resilience
• •Passion
• •Inclusivity & Respect

Best Practices

• •Embrace "Play Up Pompey": This iconic chant encapsulates the fighting spirit and unwavering support. Use it, and the sentiment behind it, to inspire and rally fans.
• •Speak from the Heart of the Community: Always acknowledge and celebrate the fans and the city. Frame communications as a dialogue with the "Pompey family." Use inclusive language like "we," "us," and "our club."
• •Celebrate Heritage Authentically: Weave in historical references, iconic moments, and club legends naturally. This reinforces pride and tradition without sounding dated.
• •Be Honest and Resilient in Tone: Acknowledge challenges (past or present) with a determined and optimistic outlook. This reflects the club's journey and resonates with fans who have been through it all.
• •Maintain Passion and Energy: Whether it's a match promotion, a new signing, or a community update, let the inherent passion of the club shine through. Use strong verbs and evocative language that mirrors the energy of Fratton Park.

Social Perception

Loyal and Passionate Fanbase, Historic Club, Community Pillar, Fighter Spirit, Ambitious

Copy Examples

• •Headline: More Than Just Ninety Minutes. This Is Pompey. Body: From the roar of Fratton Park to the heart of our city, we are Portsmouth. A club built on history, fueled by passion, and united by a community that never wavers. Join us. Be part of the story. #Pompey
• •Headline: Wear The Star and Crescent With Pride. Body: It’s more than a crest. It’s a symbol of our heritage, our resilience, and our unbreakable bond with the fans. Get your new 2024/25 kit at the Pompey Shop and carry the legacy forward. [Link to shop]
• •Headline: Fratton Park: Where Legends Are Made and Voices Are Heard. Body: Experience the unmatched atmosphere that Ronaldinho called "the best in world football." Secure your season ticket and be the twelfth man. Your passion makes the difference. #PlayUpPompey
• •Headline: Community. Courage. Commitment. The Pompey Way. Body: We stand with our city, we fight on the pitch, and we honor our history. Discover the values that drive Portsmouth Football Club and join a family that stretches far beyond the touchline. [Link to community page]
• •Headline: From League One Champions to the Next Chapter. The Journey Continues. Body: We’ve faced the challenges, celebrated the victories, and our spirit remains stronger than ever. Now in the EFL Championship, the ambition burns bright. Be there with us every step of the way. Up the Blues!