Sports Direct’s UEFA Euro 2020 campaign celebrates the unifying power of sport and takes viewers on a light-hearted, optimistic journey through the meaning of football asking (and answering) whether it is ‘Just A Game?’
The UK sport and fitness retailer’s summer campaign is fronted by France and Manchester United legend Eric Cantona and features a host of leading European soccer stars including Trent Alexander-Arnold, Bruno Fernandes, Jack Grealish, Jordan Henderson and Melanie Leupolz.
The multi-million pound marketing push runs across TV, OOH, in-store, content, media and also includes an influencer programme.
The lead spot explores the power of the sport, how it connects so widely, why it bonds communities together and the creative demonstrates why it’s never just a game. It serves as a rousing celebration of the game at all levels and seeks to harness the energy of the Euros and how it is acting as a force to bring people back together through their shared passion for the game.
The campaign, which dropped on 29 May during BT Sport’s broadcast of the UEFA Champions League Final, was developed in partnership with COPA90’s in-house creative team (its first major football television commercial) and was directed by Pensacola (who are perhaps most known for irreverent music videos).
The spot will run throughout the Euros across ITV in a series of 60-, 30- and 20-second ads, with above-the-line media planning and buying is handled by The Specialist Works which focuses on large-scale broadcast TV and VOD and supported by OOH activity.
The outdoor strand includes a mix of formats aimed at ensuring the campaign reaches all football fans out of (as well as inside) the home and which includes taxi wraps, bus sides, pub packs with branded beermats and bunting, plus digital 48 sheets.
“Football sits at the heart of communities up and down the UK, and the Euros gives us a platform to kickstart a new era of football for the brand in what’s going to be a bumper few years of international tournaments,” said Sports Direct Chief Marketing Officer Beckie Stanion. “Sports Direct is a place where many start their football journey – from buying boots or their first shirt – and we know that was the case even for some of the stars in our advert. We want people to know that we’ve got the best kit for your game regardless of whether you’re stepping out at Wembley, or heading to your first five-a-side match.”
COPA90 Chief Business Officer Simon Joyce added: “It was key that we produced a feel good campaign that reminded people of the freedom of experiencing football, why it’s so much more than the 90 minutes on the professional pitch, and put a smile on people’s faces at a time when football will be a magnetic force in bringing people back together. We’ve been immensely impressed by Beckie’s vision and are delighted to be brought in at ground zero to shape the future of a brand that is going on an incredibly exciting and accelerated journey that has football at its heart. This is just the start of a long-term future together.”
The campaign was created by Copa90, produced by Canada with Pensacola, with post production and VFX by Framestone.
Comment:
Interestingly, the creative sees Cantona wearing a bespoke suit created by East London streetwear designer clothsurgeon and the Sports Direct campaign is being used as a teaser to launch clothing brand’s limited-edition capsule collection which was inspired by the message and sentiment of the ‘Just A Game?!’ campaign and is available at Sports Direct from 11 June (the day the tournament kicks off).
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