HELPING PLAN AND RENEW BARCLAYS' FOOTBALL PARTNERSHIPS
We helped Barclays renegotiate their partnerships with the Premier League (20+ years relationship) and Barclays FA Women’s Super League (since 2019) to ensure it continues to deliver for brand and business
After a long and prosperous relationship with football, headroom for brand and business growth was slowing down – we needed to refresh the activation strategy and supporting rights.
We blended our deep understanding of the sport’s commercial landscape (football and beyond) with thorough analysis of the Barclays brand and business needs. As a result, we identified business-critical components and fresh rights that Barclays needed to secure as part of their renewed sponsorships.
Barclays extended their partnership with the PL, to include an updated set of rights that focus on areas that Barclays can ‘own’, such as the transfer window. Barclays will also invest £30million+ in women and girls’ football over the period from 2022-2025, doubling the existing investment, and setting a record for investment in UK women’s sport. The bank also extended its partnership with the FA Girls’ Football School Partnership expand the number of people working on the programme and achieve the aim of 20,000 schools offering football to girls by 2024.
Barclays also partnered with Sported, a charity that supports grassroots sports groups in the UK. Together, over the next 3 years, Barclays will award over £3m in grants through Sported to make grassroots football more accessible to under-represented groups.