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Shearer Backs initiative To Champion Football’s Next Generation

Fri 27th Feb 2015 | Marketing & PR

Barclays has today unveiled a new initiative which looks to help the next generation of fans start their football love affair.

The campaign is supported by a new television advert starring ex-England captain and all-time leading Barclays Premier League goal scorer Alan Shearer.

The advert explores the importance of a fan’s first football experience through the eyes of Alan Shearer as he reminisces about his first ever visit to Newcastle United’s St James’ Park in August 1982 and the memories that day evoked - from the baker who made Alan his first matchday pie to the Metro driver who transported him to the ground that very day.

Alan Shearer said, “Young fans are the future of football and the experience of their first game will last a lifetime.

“Reminiscing about the first game I attended when I was 12 years old brings back so many fond and lifelong memories. It was a privilege to personally give young Newcastle United fans the chance to attend their first matches through this Barclays initiative.

“I’m sure they’ll enjoy the day as much as I did and I look forward to hearing about lots of other first game experiences as part of the campaign.”

Nathan Homer, Global Head of Sponsorship, Barclays, said: “Football is all about the fans. Throughout the 2014/15 season we have been championing those who represent the true spirit of the game, and now we’re turning our attention to young fans.

“In keeping with our broader company commitment to the next generation, we will be rewarding young fans with tickets and other football experiences, to give them the opportunity to start a lifelong love affair with football”.

Lucien Boyer, President and Global CEO of Havas Sports and Entertainment, commented “We’re proud of this Barclays Spirit of the Game campaign, developed in collaboration with BBH and the Barclays team, as we know it has the potential to help so many young fans fall in love with football.  

“By combining our fan-led Meaningful Connections philosophy, with Barclays values led approach, we’ve developed an integrated programme of digital content, in-stadia advertising and social media that will stimulate natural fan conversation and provide tangible benefits for the next generation.  We can’t wait to hear the first game memories of young and old fans alike.”

Nick Gill, Executive Creative Director of BBH London added “Your first football match is very important. It can be the occasion that sparks your love for the beautiful game. As part of their 'Spirit of the game' initiative Barclays are giving away thousands of tickets to young fans who've never been to a game before.”

To support the launch, Barclays commissioned independent research that shows just how significant a first match experience is to football fans. Of the 2,000 people surveyed more than half said that their first live game experience was their favourite football memory and the reason they fell in love with the sport. Whilst around a quarter said they remember the roar of the crowd above anything else from their first live football match.

Starting on Tuesday 3rd March, Barclays will give fans the chance to win tickets to their favourite team every week for the remainder of the 2014/15 season via the Barclays Spirit of the Game website.

Posted by: Aaron Gourley

 

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