Video: Barclays Premier League advert
The 60-second spot for the league sponsor launches on the opening day of the competition this weekend (16 August).
Focusing on a match between two young teams, the advert uses the cheers from the parents, the temperament of the children and insight of their coaches to highlight the fan support and integrity of players that amplify the league’s brand.
A ticket promotion will serve as the crux of the push when it launches next week (19 August). Fans will have the chance to win tickets to watch their favourite team every Tuesday of the 2014/15 Premier League season. Barclays will also be giving away more than 8,000 tickets to local communities after its success last year.
It is the next phase of Barclays’ “Thank You” campaign, which launched last year to make its long-running ties to the league more tangible to fans. Upcoming initiatives will reward club legends, community heroes, ex-players and fans who have made significant impact to local communities and promoting the sport.
David Wheldon, managing director of brand, reputation, citizenship and marketing at Barclays, says: “Our mission is to champion the true spirit of the game and the start of this new season, always a time of great optimism, is the perfect opportunity to do this.”
It is the first major drive from the bank since streamlining its sponsorships under its pledge to be a values-driven business. Barclays is working to ensure future activity from sponsorships such as the Premier League and ATP World Finals are better tied to its wider marketing strategy, which was overhauled in the wake 2012’s LIBOR rate-rigging scandal that knocked consumer faith in the brand.