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SBD Global/August 14, 2014/Marketing and Sponsorship

Barclays Focuses On Grassroots Football In New English Premier League Campaign

Barclays "is highlighting the parallels between grassroots football and the peak of the sport with a heart-warming TV advert to try to build excitement ahead of the new Premier League season," according to Sebastian Joseph of MARKETING WEEK. The 60-second spot for the league sponsor "launches on the opening day of the competition this weekend." A ticket promotion "will serve as the crux of the push when it launches next week." Fans "will have the chance to win tickets" to watch their favorite team every Tuesday of the '14-15 Premier League season. Barclays will also be giving away more than 8,000 tickets to local communities after its success last year. It "is the first major drive from the bank since streamlining its sponsorships under its pledge to be a values-driven business" (MARKETING WEEK, 8/13). MEDIA WEEK's James Swift wrote the spot, which was filmed at Wormwood Scrubs, "shows a match between children and features a voiceover that thanks the parents, players and coaches who get involved in grassroots football and adhere to the spirit of the game." BBH created the spot, "which was directed by Rob Savage through Outsider." Maxus "handled the media." The ad continues Barclays' "thank you" campaign that began in '13 with ads thanking fans of Premier League teams who "make the game what it is" (MEDIA WEEK, 8/13).
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