Groundbreaking augmented, virtual and mixed reality company Laduma has been recognised by Fanalyse for its work with Everton and Sure in creating a stunning 360° video campaign featuring Everton and England midfielder Ross Barkley.

The cutting-edge VR & AR content company was shortlisted alongside BT Sport, AEG/The O2, Southampton/Under Armour and Mitre, and was confirmed as 2017’s Best Commercial Activation winner, in association with Shared Access at the Fanalyse Activation Summit in Liverpool on Thursday night. Southampton and Under Armour were also recognised, picking up the special commendation in second place.

The award-winning film focused on how Barkley prepares for and protects himself from the pressure of taking a free kick at a crucial moment in a big game. Laduma’s production team spent a day with the rising star at Everton’s Finch Farm training ground before working their movie magic to bring the film to life.

Speaking at the Fanalyse Summit, which was attended by the likes of Chelsea, Liverpool, UEFA, Southampton FC and Wimbledon AELTC, Laduma CEO Ben Smith confirmed he was delighted to receive the award from Shared Access MD of Special Coverage Scott Chapman on behalf of the team, saying, “We wanted to do something that hadn’t been done before when this project came our way. And to have the work of everyone in our team recognised shows we achieved what we set out to do.

“The likes of Southampton and AEG are formidable rivals but thanks to Sure for trusting us, Everton and Ross Barkley for making it so easy and of course everyone at Fanalyse for the recognition. We’re thrilled.”

Shared Access’ Scott Chapman with Ben Smith of Laduma

Fanalyse CMO Barrie McAuliffe added, “Despite stiff competition from a high calibre shortlist, Laduma were voted our commercial winner based on their ability to think up and creatively activate an otherwise standard partnership, using technological innovation to draw the audience in. The Laduma team continue to push forward with exciting, immersive content, and it was no surprise to see this great example with Sure and Everton. We can’t wait to see what’s next.”

The Fanalyse awards have been created to recognise market leaders and creative pioneers in the sports marketing industry, with previous winners including the likes of the Manchester City, The Open Championship, Amsterdam Arena, Seattle Sounders, Everton, Chelsea and more.

Notable sports industry decision makers had attended the summit at Anfield earlier in the day with keynote speeches being delivered by leading minds from BBC Sport, AS Roma, Populous Activate, Southampton and The Football League.

Smith also delivered a state of the industry address to close the summit and told delegates that clubs and sponsors needed to work more closely together to create content that stood out.

“Content that makes fans feel closer to their sporting idols has particular power,” said Smith. “The younger generations want content they can share, that grabs their attention. Having grown up on social media, they want real, unadulterated interaction with athletes without barriers and PR spin.

“The challenge for brands is being able to give people genuine experiential content, that they simply cannot ignore and that the brands feel maximise their association with the clubs they sponsor. And it is in that space, where Laduma thrives. We are all about helping brands create content the audience will never, ever forget.”

For more details about Laduma, which has created ground breaking AR, VR and MR content for leading sports brands across the world, go to

The Fanalyse team are now turning their attention to another top quality summit at Stamford Bridge, Chelsea in six months, with notable speakers already confirmed.

For further Laduma questions, interview times, information on the company’s notable achievements, services provided, key leadership or history, please contact Marketing Communications Manager Kelly Forshaw at

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