This paper examines a campaign that dared to intervene in that most sacred of relationships - the football fan's love for their team. Grey London's 'brand' campaign for Manchester City grew out of an understanding of City's position as the club of Manchester. From this insight the line - 'This is our City' - and several print executions were born. Results showed the campaign was whole-heartedly embraced by fans and generated incremental profit. In the words of City CEO, Alistair MacKintosh: The results across all aspects of our business are unprecedented. 'This is our City' is something we will keep forever at Manchester City