April 2025: Just Eat has officially ‘entered the chat’ with Harry Kane super fans on the new social platform Cleats Club, to complement its existing UEFA Champions League sponsorship.
Cleats Club, a groundbreaking mobile-first platform offering fans unprecedented access granting direct athlete-fan communication, is creating an exclusive space to connect like never before.
Food is one of the most popular conversation topics amongst the Cleats Club fan community – and now Just Eat is jumping on the conversation.
In its new partnership with Cleats Club, Just Eat is tapping into fans’ candid conversations about food – from nutrition to post-match refuelling.
Football legend Harry Kane was the first athlete to join Cleats Club to share authentic moments with fans through videos, voice notes and text updates.
Just Eat is inviting fans on Cleats Club to ask Harry Kane a food-related question and those that get a response from Harry will be in with a chance to top prizes, including Just Eat merchandise, Just Eat vouchers and match tickets.
Fan questions and Harry’s video, voice note or text replies will also be used to create content on Just Eat’s social channels, so audiences outside of Cleats Club can be part of the conversation.
Andrew Cocker, UK&I Marketing Director at Just Eat, said: “We’re excited to have the opportunity to bring football fans closer to Harry Kane through Cleats Club. Football is a huge passion point and ordering moment for our customers, and this partnership takes that even further – by engaging with superfan culture and giving them direct access to a football icon. Cleats Club offers a fresh spin on the usual social media experience and is focussed on it being a solely positive interaction – which as we know isn’t always the case.”
James Kirkham, Chief Business Officer, Cleats Club, said: “The collaboration with Just Eat perfectly aligns with our mission to create meaningful connections between athletes and their superfans. This is native brand integration into a social safe haven. Rather than interrupt what our Cleats Club superfans are interested in, Just Eat is already part of the conversation through the brand’s existing football credentials. This is how to truly engage superfans”
