Visual branding on all match officials’ sleeves generated impressive levels of exposure at all televised matches, showing the brand as being authoritative, unbiased and respected – Scottish referees are regarded by FIFA as amongst the best in the world. BBC Scotland produced a trailer to promote their football coverage and focused entirely on the referees, showing the Specsavers’ branding very prominently. Specsavers helped bring humour back to the sport.

PR Value for the launch was worth £700,000, reaching 20% of the UK population, including all Scottish media. The deal was even the subject of a question on the popular current affairs quiz - ‘Have I Got News For You’. Crucially, sales leapt 22% immediately after the launch, and growth was sustained throughout the football season.