BT’s 4-3-3 plan is the most ambitious & transformational sponsorship in football history:
4 – Home Nation FA’s (Lead Partner of The Football Association, Irish Football Association, Scottish Football Association and Football Association of Wales)
3 – Communities most in need of support (grassroots, women’s, para & disability)
3 – Commitments to make a meaningful difference & lasting legacy
The strategy aims to change the lives of millions through the power of football, connectivity & digital skills – and it’s doing just that.
Now in its second year, we’ve raised the bar further delivering a range of pioneering campaigns and projects across the grassroots, women’s and disability pillars despite lockdown limitations.
We’ve connected 70 grassroots clubs & celebrated their return to clubhouses post-lockdown, while recruiting 70,000 new grassroots football volunteers into the game. We’ve given the para & disability game the national platform it deserves and game-changing exposure with The FA Disability Cup being broadcast live for the first time ever on BT Sport.
Ahead of Euro 2020, elite women’s, para & men’s players from the four Home Nations put their rivalries aside to form Hope United – a new team whose goal was to digitally upskill the nation on how tackle online hate.
Ultimately, BT has continued to act & deliver on the 4-3-3 commitments, which has increased perception it’s positively impacting the game as well as overtaking key competitors in brand positivity & switch consideration.
