BT and the Home Nations FA’s: 4-3-3

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.

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.