Added/Extra time would belong to Wrigley’s Extra. When the clock hit 90 minutes, we would dominate all messaging, in the stadia and via radio coverage.Using digital signage in 11 Premiership grounds including Liverpool, Aston Villa and Tottenham Hotspur, our message appeared on digital perimeter boards and big screens. Match commentators on talkSPORT used live branded reads as soon as added time began.In season one, we got people talking about why added/extra time matters via partnerships with the UK’s top-selling newspaper – The Sun provided added time trivia and got fans to relive their favourite added time moments – and charity Football Aid, paying £1,000 for every goal scored after 90 minutes.

Manchester United’s 1999 Champions League added time hero Teddy Sheringham joined as campaign ambassador.By season two, we focused on in-stadia awareness.The Premier League’s added/extra time belonged to Wrigley’s Extra – no fan could miss it.

Extra 90+ has delivered massive results. More fans are chewing gum and more are choosing Wrigley’s Extra.Prompted awareness of the sponsorship is up 35%; Wrigley’s sponsorship is now more well-known than Lucozade’s – the Premier League’s longest-running sponsorship partner.Fans who are aware of the campaign are 12% more likely to buy gum.40% increase in the number of 16-39-year-old fans now claiming to chew gum once a week.