Reddit × Redditch United FC: Community-Led Brand Partnership

Led creative strategy and execution for Reddit’s Community Funds partnership with Redditch United FC, marking Reddit’s first official sports sponsorship rooted in community impact rather than traditional advertising. The initiative connected Reddit’s global communities with a grassroots football club through fan-led activations, including a community-driven kit design contest, original content, and matchday moments. The program reinforced Reddit’s values of participation and belonging while elevating the club’s visibility and demonstrating how brands can invest in real-world communities without overt commercialization.