Premier League launches national ad campaign



SportsMarketing              

The Premier League launches national ad campaign targeting mums, teachers, and young fans.


The Premier League has chosen to showcase their community programme Premier League Primary Stars in their first ever TV ad campaign.


The free curriculum-linked teaching resource for parents, teachers and pupils aged 5-11 features top footballers and managers including Manchester City’s Kevin De Bruyne, Chelsea’s Gary Cahill, Tottenham Hotspur’s Eric Dier, Liverpool’s Sadio Mané, Manchester United’s Juan Mata (pictured above) and José Mourinho, and Arsenal’s Theo Walcott.


Richard Masters, Managing Director at the Premier League said: “The campaign highlights the vast amount of work being delivered by professional football clubs in their local communities.


“Our goal is to connect the Premier League to the heart of the community, namely families and schools, to promote learning and fitness to children and tangibly demonstrate the benefits of football in all aspects of life.”


The campaign by Y&R London, which aired on Sunday (2 April) across television, cinemas and social media and digital channels aims to support 10,000 primary schools by 2019.


Jon Sharpe, CEO Y&R London added: “Y&R London is delighted to launch the Premier League’s inaugural integrated advertising campaign after winning the business in a hard-fought pitch last year.


“The campaign emotively highlights the key role the Premier League plays in communities across Britain and the transformative power of their Primary Stars initiative.”


The integrated campaign created includes 60” and 30” films directed by Vince Squibb and produced by Gorgeous.


An online content series, also produced by Gorgeous brings to life the inspiring reality of Premier League Primary Stars lessons and their impact on the children who take part and will be distributed across digital and social media.


The T.H. Palmer poem “Try, Try Again” was selected to encapsulate the idea of resilience, a key pillar of the Primary Stars programme’s Personal, Social, Health and Economic education (PSHE) resources, which also focus on equality, team work and fair play.  


fcbusiness speaks to Richard Masters about the initative and the impact of League's rebrand in the next issue of fcbusiness due out May 2017..
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