IP activation
Your IP is the most under used asset you own.
The badge. The kit. The mascot. The legends. The stadium. The archive. The moments that happen every matchday. Most of it earns nothing outside the ground and the broadcast deal. We turn it into things fans do, own and pay for, and the club shares in all of it.
One application. One set of rights. One purpose.
An IP activation is a single application, deployed against a single club's rights, for a defined term. The club grants us the right to execute that application using its IP. The club keeps ownership of the IP. We take on the cost and the risk of making it work. Revenue is shared under terms agreed before launch.
That is the whole model. It is simple on purpose. A club can activate one part of its IP this season and another next season, and every activation adds to the same base of verified fans.
How an activation comes to life.
License.
The club grants the right to use its name, badge, kit, mascot, stadium, legends or foundation for one application and one term.
Fund.
We bring the capital and the partners. The club does not pay for the build, the launch, the marketing or the rewards.
Build.
We deploy the application on our platforms, branded entirely as the club.
Launch.
Co-marketed with the club, its sponsors and our partners. Launch content and comms are included.
Engage.
Fans predict, move, shop, collect, watch and talk. Every action creates a verified fan the club owns.
Share.
Revenue flows to the club, the foundation, the funding partner and Cleo under a waterfall agreed before launch. Costs are recovered first, then the upside is shared.
Every part of the club has an application.
| Club IP | The activation | Application |
|---|---|---|
| Kit and club shop | Buy a shirt, feed a child. Every shirt funds a meal, every buyer claims a digital collectible. | Shop for Good |
| Fixtures and matchday | Free prediction leagues and skill games on every match, with sponsor prizes and club rewards. | Predictfully |
| Foundation and community | Movement missions for a cause, funded by sponsors, joined by the whole city. | Move for Good |
| Stadium | A digital twin of the ground, with an immersive club shop and sponsor spaces, open every day. | Immersive club shop and digital twin |
| Mascot and legends | An AI mascot or club legend fans can talk to, plus collectible and playable characters. | AI club mascot |
| Loyalty and the local economy | Club branded points earned across the club, its sponsors and local businesses. | Club loyalty programme |
| Content and archive | The club's own channel, live and on demand, with its own advertising and subscriptions. | ScriptTV |
| Moments | Matchday and season collectibles with real world unlocks, across every application. | Digital collectibles |
The IP does the marketing.
- Distribution is built in. The fans are already there. A shirt already sells. We attach impact and a collectible to what is already happening.
- Every activation converts anonymity into identity. A follower becomes a verified fan the club can see, serve and reward.
- Impact sits in the unit economics. A meal is funded on the sale, not on a promise. Sponsors can see exactly what their money did.
- Build once, deploy many. Each application is built once and reskinned for every club, which is why we can move in weeks and why smaller clubs can join at little or no cost.
Brand safe by design.
A club's name is on everything we do, so every application is built to a set of rules that never move.
- Never betting. Prediction games are free to play, rewards come from sponsors, and points are never tradable, transferable or purchasable.
- Adults only for anything paid. Any paid feature sits behind age verification. Younger fans earn everything they get.
- Every game format is reviewed for compliance before it goes live.
- Fans never need a new account they do not understand, an unfamiliar app or any specialist knowledge to take part.
- The club's IP stays the club's. Kit manufacturer rights, league marks and player image rights are respected and carved out from the start.
Buy a Shirt, Feed a Child.
Our first club activation with MK Dons. A fan buys the home shirt. The club sets aside a small amount from the sale to fund a meal for a child in Milton Keynes through its foundation. The fan claims a digital collectible as proof, with no scanning in store and nothing unfamiliar to download. A live dashboard tracks the meals funded. The activation was featured on ITV and by the EFL, and it cost the fan nothing extra.
Your IP is waiting to work.
Tell us about your club and we will tell you which part of your IP we would activate first.
Talk to us about activating your IP