For so many governing bodies a key challenge is managing the value of their brands through the stakeholders that deliver them. Not everyone has the same views on how they should be presented to market and of course both rights holders and promoters are at the sharp end of driving attendance, viewers and have their own commercial objectives. We developed an idea with the ECB that would centralise the marketing (and therefore management of their brands) through high-quality marketing that everyone could use and adapt locally. The net-result was a consistent presentation of the competition brands and powerful, cost effective marketing for stakeholders. Starting with the domestic competitions the idea was expanded to cover the international competitions as well.