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Football Barclays Premier League

Barclays launches 'I am One' campaign as it prepares to bow out of Premier League sponsorship


By Tony Connelly, Sports Marketing Reporter

April 11, 2016 | 3 min read

Barclays has launched a new campaign to coincide with the build up to the end of the season as it prepares to bow out of its 15 year title sponsorship of the league.

Barclays Premier League

The ‘I am one’ campaign looks back at the generation of fans who have helped shape the Barclays Premier League over the past 15 years and will decide who will hand over the trophy at the end of the season.

It will be spearheaded by a TV ad created by HSE Cake and produced by Dark Energy. The ads will focus on three fans and the impact which Barclays has had on their lives during the period.

One of the individuals is Tottenham fan Maddison Hubbard fell in love with the club after her father Ian won the chance for her to be a mascot at White Hart Lane through Barclays. The other two fans fronting the campaign are Dillon White, who was offered a job as a football coach at his local Barclays community sports site and Rachel Key who handed over the trophy to Chelsea last season after completing a Barclays employability programme.

The campaign will also call upon current and ex-footballers which Barclays has worked with over the years and will be activated across TV, social media and in-stadia advertising.

Ian Wright, Harry Kane, Claudio Ranieri and Wes Morgan will all feature in the series of short films which will be released on the Barclays Football Facebook page. Each film will tell their personal story across three areas of Barclays’ investment – employability, community sports sites and access.

Nathan Homer, head of global sponsorship and partnerships at Barclays, said: “Since we started sponsoring the Premier League 15 years ago we have always tried to make sure fans and those who give back at the grass roots level are beneficiaries of our sponsorship.

“We have helped tens of thousands of fans to go to matches, thousands of amateur players the chance to play on their favourite Barclays Premier League pitch, hundreds of youngsters the chance to be a match day mascot and a whole host more around the world have been able to see the trophy up close.

Now we’re going one step further by giving one fan the ultimate opportunity to hand over the trophy itself.”

Football Barclays Premier League

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