Everton FC set out to redefine fan engagement and position the club at the forefront of innovation, without alienating a deeply traditional supporter base.

 

As Public Relations Manager, I led communications for the launch of the world’s first robot football mascot. The challenge was balancing cutting-edge technology with authenticity, inclusion and Everton’s core values. I developed the PR strategy, oversaw international media relations, briefed senior executives, and coordinated internal and external stakeholders to deliver a seamless global launch.

 

The campaign was carefully positioned not as a gimmick, but as a statement about the future of football, accessibility and equality. Messaging was tailored for sport, technology and mainstream media, maximising reach while maintaining credibility.​​​