For The Love Of The Game: Campaign Summary

Background:

Whilst many may be aware of Barclays historic sponsorship of the Premier League

since 2001, fewer today know about its title sponsorship of the Barclays FA

Women’s Super League since 2019, and even less know about their involvement

with grassroots initiatives at girl’s schools across the country.

Opportunity:

The beginning of 2021/22 football season marks 20 years of Barclays’ sponsorship

of the Premier League (they are currently Banking Partner), as well as its continued

title sponsorship of Barclays FA Women’s Super League. Moreover, the Barclays FA

Women’s Super League is debuting for the first time ever on national TV. It’s the

perfect time for Barclays to shout loud and proud about its association with the

sport, and the positive impact it has and will continue to have.

Brief:

Develop a celebratory campaign for the launch of 2021/22 season that

demonstrates Barclays’ 20 years of commitment to the game, whilst highlighting the

importance of their role in the future of football; the women’s game.

Channels / Deliverables:

TV (30s)

Online (3 min film & cutdowns)

Radio/Audio (30s)

The idea:

The campaign centers around the story of two siblings, Reece and Lauren James.

Reece James is a Premier League player for Chelsea F.C., whilst his sister Lauren

James also plays for Chelsea in the Barclays FA Women’s Super League. The

siblings, both close to 21 and 20 years respectively, also have caps for England and

their story perfectly encapsulates Barclays’ 20-year commitment to the beautiful

game.

In a long-form 3-minute documentary film, we watch as their dad takes us through

their journey with football; he describes their unfaltering commitment to the sport;

explaining how having the ability to play from a young age helped them get to

where they are today. They recall watching the Barclays Premier League as kids and

being inspired by footballing legends such as Drogba. As the film continues, we see

them going from playing on the field behind their house to being signed by Chelsea

F.C and playing in their respective tournaments, mirroring Barclays association with

the sport as it supports not only the men’s game, but has played a pivotal role in

building the profile of the female game, and had a positive social impact on

grassroots initiatives throughout the UK.

The campaign not only tells the history of Barclays sponsorship but looks to the

future, with the film finishing on the tag line ‘For 20 years Barclays has been

committed to football and it’s still, all to play for.’