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Cake and BT

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BT and the Home Nations FA’s: 4-3-3


BT are lead partner of England, Wales, Scotland & Northern Ireland Football Associations.  When the UK went into lockdown, BT recognised this was a moment to step up, not back.  We adapted activation plans led by our ‘4-3-3’ partnership strategy, focusing on how BT could support grassroots football, fans & UK communities, at a time when it was needed most.


Find out more

– 2.48 mins

Activity included;


  • ITV Top Tips on Tech: Gareth Southgate & England players featured in a special series of BT ad breaks giving guidance on physical & mental well-being
  • Connected Clubs: BT’s pledge to provide clubs across the 4 Home Nations with leading connectivity services continued remotely during lockdown
  • Barefoot: FA social & digital platforms were used to drive awareness of BT’s Barefoot home-schooling resources, driving a 100% uplift in traffic
  • Key Connections:  We rewarded children of key workers still attending primary school by virtually connecting them to male & female players from each Home Nation FA – who were former pupils themselves.
  • Work Ready:  We used our IFA partnership to promote BT’s Work Ready training course (for 16-24 year olds not in employment, education or training) producing ‘Michael’s Story’, documenting the difference it made to one young footballer from Belfast
  • Meet The Managers:  Using our unique access to Home Nation Men’s team managers we created a special BT Sport show hosted by Jake Humphrey, the most watched non-live programme the week it aired.
  • The FA Playmaker – Staff launch:  We launched a new digital volunteering qualification with The FA to over 10 thousand BT staff through a live broadcast from the BT Sport studio featuring CEO Marc Allera and former England players Karen Carney & John Barnes.


Our Home Nation FA partnership activation following Covid-19, demonstrated BT’s purpose ‘We Connect For Good’ & brand strategy to go ‘Beyond Limits’ in action.


Check out all the confirmed speakers who’ll be joining us in the studio on 5 – 8 October 2020.