NewsLFC and Standard Chartered's pioneering 'Play On' campaign wins leading UK Sponsorship Award
Liverpool FC and its principal partner Standard Chartered won the 20/20 Vision Award at this year’s UK Sponsorship Awards.
Considered one of the highlights of the sponsorship calendar, the UK Sponsorship Awards reward effectiveness and excellence across all sectors of the sponsorship, partnership and brand activation industries.
LFC and Standard Chartered’s ‘Play On’ campaign – which aims to inspire, empower and educate girls to participate in sport – was recognised for its execution in bringing an exceptional creative idea to life using design, craft, artistry, technique, expertise, talent, vision and iconic imagery.
As part of the four-year campaign, LFC and Standard Chartered released a series of content in 2023 to combat the problem of young girls dropping out of sport by highlighting the benefits that playing sports on the pitch can make to their lives off the pitch.
The first instalment of the campaign shined a light on the high percentage of girls who quit sports for reasons boys rarely face. In a faux post-match interview, LFC men’s players were seen quitting football for the same reasons many young girls decide to quit, such as not fitting in with friends or body image issues.
This was followed by a rousing ‘Team Talk’ video featuring manager Jürgen Klopp calling for players to go for it, be brave and not to give up. In a surprising turn of events, when the camera pans out, instead of the expected Liverpool squad, the viewer sees a room full of inspired teenage girls hanging on Klopp’s every word. These girls are participants of LFC Foundation’s community schemes in Liverpool and Standard Chartered’s Goal programme.
The final video in the series shows the journey of a girl from south-east Asia into adulthood, accompanied by her trusty sports trophy, which comes to life through CGI. Through the video, the viewer sees how playing sport equipped the girl with the skills and belief to push on in life, empowering her to go on to achieve success as an adult.
The campaign also received honourable mentions in the ‘Branded Content – Football Focus’ and ‘Football Sponsorship’ categories.
The ‘Play On’ joint initiative will continue to expand on its important work to provide girls with inspiring, empowering, and educational resources that work to eliminate taboos and instil confidence at a young age.
LFC and Standard Chartered will take ‘Play On’ into some of their key markets in Asia and Africa with the ‘Train the Trainer’ programme, where coaches from LFC Soccer Schools and LFC Foundation will work with Standard Chartered’s Goal programme NGO delivery partners to offer a knowledge and coaching programme delivered exclusively to women and girls.