Little Dot Studios has been appointed by jobs platform Indeed to run the activation plan for its partnership with Brentford Football Club, with work spanning the club’s first team, women’s side and academy.
The collaboration places Indeed in two key roles at the Brentford Community Stadium: principal and front-of-shirt partner across the men’s, women’s and academy teams, alongside a recruitment partner remit. Little Dot’s job is to build that connection through campaigns aimed at fans online and in person.
The partnership activation will focus on original content and creator partnerships, with Little Dot also tasked with organising live experiences tied to the campaign. The studio will further combine public relations activity with paid distribution to help the messaging travel beyond organic social reach.
The intention is to create ‘authentic connections’ with supporters by grounding the commercial relationship in club-focused storytelling rather than straightforward advertising. For fans, that should mean more supporter-facing output across the club’s social ecosystem, plus campaign moments that can be experienced live. For Brentford, it keeps the club’s sponsorship model aligned with its wider identity: community-led, data-aware and built around pathways through the game.
Why this matters for both sides
Brentford’s partnership structure with Indeed already goes beyond matchdays through the recruitment element, which ties directly into careers, opportunities and talent development. Activating it properly means giving supporters a clear view of what the partnership is trying to do, not just where the brand appears on the shirt.
Garreth Hayes, senior marketing director, Indeed, said:
“Moving to the front of a Premier League jersey gives us new opportunities to connect with football fans around the world. We want to ensure we do this in an authentic and compelling way. Our whole team is excited by what we can achieve with our amazing partners at Brentford and our impressive new agency partners at Little Dot Studios.”
For Indeed, working with a social-first studio gives the platform a route to reach football fans where conversations happen most—between fixtures—while also supporting broader recruitment goals through the club’s existing audiences. Little Dot’s appointment underlines how clubs increasingly treat major commercial partners as long-term collaborators: not simply sponsors, but partners shaping content and experiences across an entire season cycle.
