At the start of the 2022/23 season, the Premier League launched a 90-second brand film thanking fans and the football community and highlighting football’s social contribution.
Leveraging the new (early) season kick-off and running in cinemas, on television, online and in print, the spot offers a tribute to 30 years of stories, thrilling football, support and community investment. It also sees cameos from a team of former stars – including Michael Owen, Jamie Redknapp, Micah Richards and Teddy Sheringham – highlight support for communities and wider football.
Created in partnership with agency FCB Inferno, the league’s multi-channel campaign acts as both a celebration and as a fan thank you as it highlights how, during its three decades, the Premier League has provided significant financial support across the game throughout England and Wales.
It showcases a range of national community programmes – both on and off the pitch – delivered by 110 clubs with Premier League funding support through the eyes of a young girl, while simultaneously looking ahead to the next 30 years.
Others to appear in the film include current West Ham United and England midfielder Declan Rice and Club Foundation coach Najma Shariffu who highlight the ‘PL Kicks’ programme which has provided in excess of 900,000 hours of free weekly football and multi-sport sessions at 936 venues across England and Wales and which, over the last 15 years, has seen more than 440,000 young people take part.
While TV mathematician and Manchester United fan Rachel Riley, who helped develop the ‘Premier League Primary Stars’ maths resources which has been used in 18,500 primary schools, also features.
The campaign, which is spearheaded by a 90-second spot tiled ‘More Than 90 Minutes’, launched on 12 August 2022 and promotes how Premier League funding spreads far and wide throughout communities in England and Wales, and supports the entire football pyramid.
The campaign was created by a team at FCB Inferno led by Creatives Greg Harvey and Mike MacKenzie and the video was helmed by Director Ben Brand and produced by Great Guns.
“As our young hero says, ‘The game is just the start.’ The campaign is a celebration of 30 years of the Premier League, but it’s not all about football. We’re looking at the incredible impact the Premier League has had on the wider community,” commented FCB Inferno Lead Creatives Greg Harvey and Mike MacKenzie. “They’ve got a great story to tell, and it’s been a pleasure to help them tell it.”
“Three decades of the Premier League is incredible when you think about it. All the great memories, great goals and magic moments,” commented former Liverpool and England player Jamie Rednapp who played in the Premier League’s inaugural 1992/93 season. “The Premier League has done such a great job for football. It has changed everything. It’s given players and managers a real platform to be superstars. Using that success to invest in the game at all levels, right from grassroots football, and communities means more people than ever can enjoy the game.”
Premier League Chief Commercial Officer Will Brass added: “Thirty years of the Premier League has brought so many remarkable stories, both on and off the pitch. As we celebrate an incredible three decades, and look to the future with optimism, this film provides a snapshot of how the thrilling football on the pitch has allowed the League to provide unparalleled levels of support and investment for communities across the UK, benefitting millions of people.”
Comment
Since its foundation, the Premier League has become the most popular domestic football league and is broadcast to 800 million homes in 188 countries and it is this popularity which has generated the revenue to provide a level of financial support throughout the game which, according to the league itself, ‘is unparalleled in professional sport;.
According to Deloitte’s Annual Football Review, the latest figures show that the English Premier League has not only maintained its place as domestic football’s leading league, but has widened the gap over its rivals. The PL’s latest €5,492m revenue remains well ahead of the German Bundesliga’s €3,005, Spain’s La Liga’s €2,948m, Italy’s Serie A’s €2,527m and France’s Ligue 1’s €1,614m.
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