The start of September saw UK financial giant Barclays collaborate with creative agency M&C Saatchi Sport and Entertainment, on a multi-channel football campaign opening up its ‘Barclays Community Football Fund’ to the public as part of the bank’s commitment to make football more accessible and to boost participation at every level across the country.
The fund, which was launched on Wednesday 6 September is available to communities and organisations aiming to begin offering football opportunities and to those looking to expand existing provision and support for the game to new audiences and/or to under-represented young people.
To promote and publicise the initiative the campaign rolled out across multiple channels including VOD, OOH, social, radio, digital and PR and focused on the soft skills that can be developed and learnt through football.
The campaign was spearheaded by a hero spot titled ‘Barclays Community Football Fund’ which dropped on 1 September. The 30-second film showcases the doors that are opened up to young people by football and features a young girl taking confidence from the football pitch into presenting to a school classroom. It stated that “Football opens doors to skills that last a lifetime, that’s why the Barclays Community Football Fund is giving grants to local groups who need it most.”
The lead video was backed by a set of supporting social content.
Football opens doors to skills that last a lifetime. That’s why the Barclays Community Football Fund is giving grants to local sports groups who need it most.
Visit https://t.co/jMdrw8iyfm to find out more. pic.twitter.com/2mT6JHk9GI
— Barclays Football (@BarclaysFooty) September 5, 2022
Football opens doors to confidence. That’s why the Barclays Community Football Fund is giving grants to local sports groups who need it most.
Visit https://t.co/jMdrw8iyfm to find out more. pic.twitter.com/OPPMsaHJS7
— Barclays Football (@BarclaysFooty) September 6, 2022
As well as the direct financial grants, the programme also offers training and resources to 5,500 community groups across the UK, engaging more than 300,000 young people in inclusive football activities.
“Playing football isn’t just about the skills you learn on the pitch, it’s about the skills that last a lifetime off it. From confidence, to teamwork and leadership, it’s important that all young people have the chance to develop these skills through football,” commented Barclays Group Head of Sponsorship and Media Tom Corbett.
“That’s why we have launched the Barclays Community Restricted – External Football Fund, as part of our longstanding commitment to ensuring everyone is given equal access to the beautiful game.”
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