Premier League plans anniversary campaign

The Premier League is partnering with sponsors such as Sky Sports and ESPN to launch marketing activity celebrating its 20th anniversary.

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England’s top football competition is readying a series of branded promotions over the next month that will include a competition to vote for the League’s most memorable moment such as best match, save and goal celebration as well as a commemorative Fantasy Football League.

Broadcast partner, Sky Sports is readying a multi-channel campaign around its Soccer Saturday coverage. It will focus on series of interactive debates hosted by the programme’s presenters and will be supported by PR activity.

ESPN will air the most memorable matches voted for by fans on its Classic channel.

The Premier League partners such as Barclays, Lucozade, Yahoo!, EA Sports and Nike are also likely to launch campaigns.

Social media activity will try and drive fan engagement and spark debate around the promotions.

Craig Edmondson marketing director at the Premier League, says: “The 20 Seasons campaign is designed to create and drive fan engagement opportunities through the Premier League and third party digital platforms; ultimately helping to increase global viewing and to support the objectives of [commercial] partners and the clubs.”

The Premier League’s commemorative campaign, while UK focused, will also span lucrative foreign markets, such as China and the US, as it looks to build its following in overseas.

Edmondson adds that promotional activity will primarily be focused on premierleague.com and its social media channels.

The League will also introduce its branded video player across the sites for all its media partners, including Talksport, the BBC, Absolute Radio and Sky Sports.

Marketing activity for the anniversary kicked off last Friday (13 April) when the League unveiled an app featuring the 100 greatest moments from the football competition.

The Premier League launched on 15 August 1992 after its 22 founding teams had broken away from the previous top league. the First Division.

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