The Challenge
Leverage Tesco’s sponsorship of FA home nations youth football competition and stable of celebrity ambassadors to deliver stream of positive branded media coverage.
Our insight showed that grassroots sports provides a strong platform for brands to communicate positive community messages.
The Solution
Coverage was maximised by utilising a host of football legend ambassadors, including John Barnes, Ray Parlour and Martin Keown at regional & national finals.
Media toolkit was produced for all teams, supported by proactive story identification and placement.
Negotiated media partnership with Daily Express for ongoing visibility.
The Results
Results included:
- x2,009 pieces of coverage
- x30 national print coverage
- BBC, ITV & Sky Sports coverage
- 21,288 radio bulletins
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