Barclaycard is launching its first advertising campaign highlighting its sponsorship programme supporting 100 of Britain’s best young sports stars. It will feature a 20-year-old sprinter tipped as the next Linford Christie.
The national press campaign through BMP DDB shows seven up-and-coming athletes, including the world junior 100m record holder Dwain Chambers. Ads will show the young men and women “branded” with Barclaycard’s gold hallmark of excellence. The campaign for the Barclaycard Team 2000 scheme runs for four months from July 20.
Nic Gault, Barclaycard head of sponsorship, says: “Barclaycard is investing in Britain’s medal material. We know from research that our customers want us to make a genuine contribution to British sport.”
Each of the athletes will receive up to 10,000 for training up to and including the year 2000. Barclaycard claims that sponsorship research carried out after Euro ’96 and the Olympic Games shows increased apathy towards the sponsorship of big events.