Premier League launches its first ever ad campaign to promote education drive linking football to learning

Theo Walcott is one of the Premier League stars who features in the new campaign

The Premier League has launched its first ever ad campaign to promote its new community programme that aims to work with schools to help educate children across a range of subjects from maths and English to teamwork and sport.

The Premier League Primary Stars campaign has been created by Y&R London and aims to support 10,000 primary schools in England and Wales by 2019, before rolling out to every primary school in both countriesby 2022.

The 60-second ad shows primary school children in their classrooms demonstrating how learning with football can be fun, to the emotive words of T.H. Palmer’s poem “Try, Try Again”.

It stars several Premier League players including Kevin De Bruyne, Theo Walcott, Juan Mata and Manchester United manager José Mourinho.

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

Jon Sharpe, chief executive at 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 community programme will work with teachers to create a range of bespoke curriculum-linked teaching resources, including lesson plans, activity ideas, work sheets and video content. It will also feature competitions ranging from national football tournaments to creative writing and reading challenges for reluctant readers.

The ad has launched online and will air across television and cinemas from Sunday 2 April. It will be shown for the first time on TV between 7-8pm on Sunday 2 April during the final of The Voice on ITV.

Tony Connelly

I cover media, marketing and sponsorship news within the sports industry. This includes breaking news as well as writing feature pieces with insights from experts in the sports marketing world.

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