The search for the UK’s Wildest Fan is an X-Factor style integrated campaign by Sure Sport for Men, supporting the brand proposition “Extreme Protection That Lets You Go Wild”.

The web site www.surewildestfan.co.uk is at the heart of the campaign. It’s here that football fans can submit pictures of themselves going wild supporting their teams, and vote for who they think is the UK’s Wildest Fan. Every fan has an individual profile that includes their all-time Make or Break Moment, and a function to send their profile to a friend to help gain votes.