Giving Para Football Premier Treatment

Client: BT

BT are lead partner of the England, Wales, Scotland & Northern Ireland Football Associations. Over 14 million people are living with a disability in the UK, with pathways and options to play football from grassroots to elite level. But the para & disability game receives very little exposure, meaning remarkable people and players across the UK are going unnoticed and unsupported. BT, Reach and Essence partnered to raise awareness of this underrepresented community and P&D football, encouraging support and inspiring participation.

With a proud history in campaigning for greater diversity and representation in football, a reputable, trusted voice and with national and regional capabilities across the four nations, Reach could highlight P&D football in an unprecedented way. Aligning with the UN recognised ‘International Day of Persons with Disabilities’ on December 3rd, our strategy was to ‘Give Para Football the Premier Treatment’. FA P&D leads have commended this game-changing moment for football, the transformational levels of public exposure it generated and the new, long-term marketing platform to build on. As a result of the campaign, each FA has received direct enquiries from individuals asking about opportunities within P&D football.