The FA has been shortlisted for the Best Sports Marketing Campaign at this year’s Marketing Industry Network Awards.
The awards aim to identify and highlight the best marketing teams and individuals working across the UK, and will take place at a ceremony in Manchester in November.
The campaign, developed with Nottingham creative agency The Media Group, helped to communicate The FA’s new vision for youth football, with the key outcome being a better process for young people in football.
Spanning eight months, the campaign included a series of videos, roadshows and presentations to The FA stakeholders around the country. Adult coaches were challenged to play football at St. George’s Park with the world’s biggest goal, to change their perceptions of kids’ football.
The FA’s national development manager for youth football, Nick Levett, said “The FA is undertaking one of the most ambitious projects in its history. After two years of research and consultation we developed a series of proposals to improve the model of youth football. With the aim of helping more kids to enjoy football, the campaign led to 100 per cent FA Board approval, and we are thrilled to be a finalist at this awards event.”
Keith Daniell, managing director of The Media Group said; “The FA has a wide variety of stakeholders based up and down the country. Our role was to identify the key messages and change adults’ thinking to what kids wanted from football.”
