BT are lead partner of England, Wales, Scotland & Northern Ireland Football Associations. In February we announced a long-term activation strategy ‘4-3-3’ – reflecting BT’s brand purpose ‘We Connect For Good’ and commitment to breaking down footballing and societal barriers.
When Covid-19 struck, BT recognised it was a moment to step up, not back. We adapted and re-planned all activation to focus on helping millions of people & UK communities in lockdown through connectivity & digital skills – whilst continuing to honour original commitments.
Connected Clubs: BT’s pledge to provide 200 clubs across the 4 Home Nations with leading connectivity services free of charge continued remotely despite lockdown, providing vital financial & communications solutions to 60 clubs, so far.
Top Tips on Tech: BT created a series of ITV ad breaks to help the nation get more tech-savvy in lockdown. Using partnership rights Gareth Southgate & three England players shared guidance on physical & mental wellbeing – seen by over 4.2 million individuals and thousands more online.
Barefoot: All Home Nation FA social & digital platforms were used to drive awareness of BT’s Barefoot homeschooling resources – featuring FA talent using it with their kids. Resulting in 1.4K engagements & 100% uplift in
traffic to BT’s ‘Skills For Tomorrow’ website.
Key Connections: We surprised & rewarded children of key workers still attending primary school by virtually connecting them to male & female players from each FA – who were former pupils themselves.
BT’s partnership activation following Covid-19 was ‘We Connect For Good’ in action.
