Frank Lampard heads up Barclays' Premier League 'game changing' diversity and inclusion drive

Barclays, the official banking partner of the Premier League, has tapped Chelsea and England veteran Frank Lampard to talk gamechangers in football and beyond.

The marketing campaign from HSE Cake is led by a video highlighting vital moments of the league’s history, paying particular homage to the fans.

The banking group, formerly the lead sponsor of the Premier League until the sports body restructured its sponsorship packages, is rolling the campaign out across social media with buys across TalkSport.

Tom Corbett, head of sponsorship and media at Barclays, said the campaign will shine a light on the “true Game Changing heroes in Premier League football.”

But he underlined that the campaign had a wider purpose in educating people and encouraging tolerance in the sport. “It’s also about changing attitudes through football and how they can be equally game changing. Barclays is committed to supporting diversity and inclusion in the game, whether it’s through our partnership with Team Pride, set up by the charity Stonewall, and their flagship Rainbow Laces campaign that promotes equality for LGBT fans and players, or our support for Women in Football, who support women in pursuing their football careers in an atmosphere of equality.”

On partnering the brand, Lampard said: “It’s great to be working with Barclays on the ‘Game Changing’ campaign. Throughout my career there have been some real pivotal times; from the early days working with Harry Redknapp at West Ham, moving to Chelsea and meeting Jose Mourinho who transformed me as a player, through to the relationship I built up with the Chelsea fans who supported me with passion throughout the rest of my career. To celebrate those moments, and to focus on the fast pace of change through football and society is an exciting opportunity.”

Elements of the campaign will be released throughout the rest of the season.

Vote for the work below in The Drum's Creative Works.

Barclays: Game Changing by Cake

Added 17 January 2018
Agency: Cake
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