Para and disability football is a key focus within BT’s transformational 4-3-3 sponsorship strategy as lead partner of the England, Wales, Scotland & Irish Football Associations.
With over 14 million disabled people in the UK, disability football receives little or no exposure and has been overlooked or ignored by audiences and sponsors, until now.
To really make a difference to this community, BT set out to change the status quo and shine a spotlight on the game in a way never seen before. Three key activations were planned, with #DiscoverDisabilityFootball created as an overarching campaign platform and call-to-action, tying all elements together and ensuring we could track engagement.
- Reach Media Partnership
- FA Disability Cup broadcast
- Para Football Adventures content series
Key objectives: Increase awareness & profile of disability football, educate fans & UK public, drive conversation, inspire participation.
Highlights:
- Reach Media partnership created exposure across multiple channels, nationally and regionally, reaching 3.67 million adults
- FA Disability Cup broadcast live for the first time ever, the most accessible live broadcast of a football match in the UK to date, viewed live by 260k people with further content seen by over 2M
- Para Football Adventures content series viewed over 1.4 million times
- The campaign overall delivered over 55 million social impressions and over 3.5 million content views
- #DiscoverDisabilityFootball was used over 1,400 times
- The campaign drove a 1,150% increase in online conversation for The FA Disability Cup compared to 2019 and 218% increase on 3rd December compared to the previous 7 days
