A massive football weekend is coming! Wembley Stadium hosts the Men’s FA Cup final on 17 May 2025, immediately followed by the Women’s FA Cup final on 18 May 2025, creating 48 hours of football passion and betting opportunities. While your competitors battle for attention in crowded digital spaces, your direct mail can land right in the living rooms, pubs, and sports bars where the match-day excitement happens. This double-header weekend offers the perfect opportunity for iGaming operators to connect with players when football fever grips the nation.
Why Direct Mail Works During Major Sporting Events
FA Cup finals create a unique atmosphere of anticipation and engagement.
Research shows that during major sporting events:
- Many people place bets on matches they wouldn’t normally follow
- Player activity tends to increase across all betting verticals, not just sports
- Brand-switching becomes more common as players seek the best offers
Direct mail capitalises on this heightened interest by delivering tangible, attention-grabbing materials directly to players’ homes. Unlike emails that get lost in crowded inboxes, physical mail remains visible for days, often on kitchen counters or coffee tables where match viewing happens.
Effective FA Cup Campaign Strategies
1. Pre-Finals Activation Campaigns
Start building excitement 4-6 weeks before the finals weekend:
- Send detailed guides about both finals that players will keep throughout the weekend
- Include exclusive offers for early engagement
- Provide branded merchandise that enhances the viewing experience
These materials create multiple touchpoints as players reference them during the build-up to both finals, reinforcing your brand presence during a critical betting period.
2. VIP Player Campaigns
Your high-value players deserve special attention during the finals weekend:
- Personalised premium packages with exclusive offers for both men’s and women’s finals
- Branded merchandise that enhances their viewing experience
- Finals-specific rewards programmes with tiered benefits
A direct mail piece can make your VIPs feel valued while driving significant betting activity across the entire weekend.
3. Cross-Channel Reactivation Campaigns
The back-to-back FA Cup finals provide the perfect reason to reconnect with dormant players:
- Target players who haven’t been active for 3+ months
- Create a compelling welcome-back offer tied to both finals
- Include QR codes linking to mobile-optimised landing pages for easy conversion
Data shows that sporting events are optimal times for reactivation, typically generating higher response rates compared to standard campaigns.
Design for Impact
Make your direct mail stand out:
- Use high-quality materials that feel premium
- Incorporate team colours and FA Cup imagery
- Create functional pieces players will keep (match predictions, viewing guides)
Remember, your mail competes for attention with just 5-7 other items, unlike the hundreds of digital messages bombarding players daily.
Data Matters
Clean data ensures your FA Cup campaigns reach the right players:
- Update player addresses before campaign launch
- Segment based on betting history and preference
- Personalise content based on favourite teams or previous FA Cup betting patterns
Measuring Success
The most effective FA Cup direct mail campaigns track clear metrics:
- URL and QR code visits from direct mail sources
- Finals-specific promo code usage
- Betting activity comparison (mail recipients vs non-recipients)
- ROI based on finals weekend betting revenue
Our clients typically see strong returns on investment from well-executed FA Cup campaigns.
Planning Your Football Direct Mail Calendar
While the 2025 FA Cup finals are rapidly approaching, this blog provides valuable insights for planning your direct mail campaigns for upcoming football events throughout the year. Here’s a timeline of major football finals that present opportunities for targeted direct mail campaigns:
Upcoming 2025 Football Finals:
- UEFA Europa League final: 21 May 2025, San Mamés Stadium, Bilbao, Spain
- UEFA Women’s Champions League final: 24 May 2025, Estádio José Alvalade, Lisbon, Portugal
- UEFA Champions League final: 31 May 2025, Allianz Arena, Munich, Germany
- UEFA Super Cup final: 13 August 2025, Stadio Friuli, Udine, Italy
For those looking to capitalise on any of these upcoming football events, we recommend beginning your direct mail planning:
- 8-10 weeks before major tournaments
- 6-8 weeks before cup finals
- 4-6 weeks before important league fixtures
This timeline allows for proper strategy development, creative design, production, and delivery to ensure your direct mail makes maximum impact.
For the rapidly approaching FA Cup finals weekend, contact our team immediately to discuss fast-track options that might still help you reach players before the excitement peaks.
Ready to create direct mail that drives real results during the FA Cup finals? Contact our team to develop a campaign that connects with your players when football excitement peaks.
