UEFA leveraged spiking football excitement around its showpiece Champions League Final with the launch of a new three-pronged global diversity and inclusion programme called simply ‘FootbALL’.
The FootbALL initiative sets out to highlight the power of game to drive positive social change across all of Europe’s various communities and it aims to advocate that ‘the game is open to all to enjoy, play, learn and develop’.
An anchor ‘FootbALL’ launch video dropped across UEFA platforms from 8 June – 48 hours ahead of the regional governing body’s showpiece Manchester City v Inter Milan match in Instanbul’s Ataturk Stadium.
The film highlights the importance of diversity and inclusion in the sport and sets out to drive viewers online to find out more about the initiative. Through authentic and personal stories of various different members of the football community – all from different backgrounds and with different game roles (from a referee to a groundskeeper, from a fan to a coach) – the launch video aim to challenge viewer prejudices and assumptions about the game’s protagonists and its seeks to show that despite their differences and unique qualities, they all belong in football.
As well as the spearhead spot, the campaign includes supporting social, digital and PR content and, as anticipation grows around the 2023 UCL Final in Istanbul, the ‘FootbALL’ campaign will kick-off during the match. Fans in and around the stadium will engage with aditional assets such as perimeter boards, in-stadium signage and video and messaging on the main stadium screens before, during and after the game.
Plus, visitors to the UEFA Champions Festival in Istanbul will also learn about the campaign and the programme it promotes: for example, during the ‘Ultimate Champions Tournament’, the kits worn by the UEFA and Turkish legend players will carry the FootbALL campaign logo.
While, later in June, the inaugural ‘FootbALL Awards’ will be presented to the national association, club, player and league which have made ‘outstanding contributions to inclusion, equality and diversity projects in football’.
The project will continue through 2023/4 and following seasons as it evolves around other UEFAs competitions and on a national level in collaboration with UEFA’s member associations.
According to UEFA’s PR statement, ‘FootbALL’ is ‘an extensive programme which will ensure an era of inclusive and equal opportunity in European football through close collaboration with all European football stakeholders to foster positive social change’.
The programme will be built on three pillars: the campaign, the platform and the Activation.
It will build on UEFA’s ongoing commitment to harness football as a catalyst to foster positive change in society with the simple, significant message: “in football, everyone is welcome”.
As well as tying in to UEFA’s social sustainability initiatives, events and campaigns, FootbALL will also include fresh education initiatives alongside existing ones such as the ‘Outraged’ programme.
“Football, with its universal language, can break barriers and unite hearts. Inclusivity and openness are the keys that unlock the true potential of our game. By opening its arms to all, regardless of background, gender, or ability, football creates a level playing field where everyone feels welcome, respected and valued,” outlined UEFA President Aleksander Čeferin at the launch event. “With the FootbALL initiative, we aim to foster an environment where talent thrives without discrimination and dreams have no boundaries.”
France and Arsenal legend and UEFA ambassador Patrick Vieira also championed the importance of mutual respect in football at the launch.
“Football is unique in that it is able to transcend borders of nationality, ethnicity, gender, and religion. From an early age, children learn to play together and speak one common football language,” said Viera. “We need to cherish and protect the diversity in football, so everyone can feel a respected part of the community.”
“People are surprised when I tell them that I work as a groundskeeper because there are not many women who do this job in football,” said Genoa’s Stadio Luigi Ferraris groundskeeper Linda Repetti who features in the campaign creative. “I have always fought and worked hard for my role.”
Comment
The ‘FootbALL’ campaign rolled out in parallel with UEFA’s own multi-phase, multi-channel promotional campaign for the Final itself.
Leave a comment
You must be logged in to post a comment.