FA campaign looks to recruit coaches and referees

The Football Association (FA) is to launch a campaign with sponsors McDonald’s and Carlsberg to encourage people to become a grassroots coach or referee.

The FA hopes the outdoor, digital and cinema “football needs you” activity will help to attract 50,000 new level one coaches by 2011 and 8,000 new referees by 2012.

Advertisements feature people that spend some of their spare time coaching or refereeing games.

A cinema ad will also feature cameo appearances by England coach Stuart Pearce and 2010 FA Cup Final referee Chris Foy.

The campaign forms part of the FA’s “national game strategy”, a £200m investment in grassroots football.

The coaching initiative is backed by McDonald’s and the referee drive is in association with Carlsberg.

Julian Eccles, the FA’s group director of marketing and communications, says: “This campaign is the first of a series The FA will be running during the season. We will be using a variety of techniques to reach new audiences to encourage them to get into football.

Last week, the FA said its losses narrowed in 2009 to £3m from £12m in 2008.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here