Sports Direct: Just a Game?! by Copa90

Sports Direct has launched ‘Just A Game?!’, a multi-million pound TV, OOH, in-store, content, media and influencer programme that takes fans on a light-hearted journey through the meaning of football. Football legend Eric Cantona shows a non-believer the power of the sport; how it connects so many, why it bonds communities and demonstrates why it’s never 'just a game'.

The ad also stars a host of pro footballers including Jack Grealish, Jamie Vardy, Trent Alexander-Arnold, Jordan Henderson and Melanie Leupolz.

The creative was conceived and developed by Copa90’s in-house team and is the first TV spot to come out of the football media company.

Directed by Pensacola, who are known for their irreverent music videos, the advert harnesses the energy of the Euros, acting as a force in bringing people back together again this summer through their shared passion of the beautiful game.