Barclays Campaign Marks 20 Years Of Football Sponsorship

Barclays has launched a new fully integrated national campaign to celebrate its 20th anniversary of association with British football. 

The campaign marks the 20-year hallmark of Barclays Premier League sponsorship as well as highlighting its title sponsorship of Barclays FA Women’s Super League – as well as its ongoing involvement in grassroots initiatives nationwide. 

Launching with a 30 second hero TV ad, the brand will also advertise on social, online and on radio, centring its campaign around siblings, Chelsea and England players Reece and Lauren James. 

The pair, who are almost 20 years old, ‘perfectly encapsulate’ Barclays’ 20-year commitment to the game, according to the brand, which followed up its involvement with the Premier League by taking title sponsorship of the Barclays FA Women’s Super League in 2019, in a  deal brokered by Iris.

In a supporting long-form three-minute documentary film, the pair’s father takes us through their footballing journey, their commitment to the sport, and their memories of growing up as Chlelsea fans and watching the Barclays Premier League.

The campaign not only tells the history of Barclays sponsorship but looks to the future, with the film finishing on the tag line ‘For 20 years Barclays has been committed to football and it’s still, all to play for.’

“Barclays are now in their 20th year in partnership with British football,” said Tom Corbett, Director Head of Sponsorships and Media, Barclays.

“Celebrating this hallmark couldn’t come at a more opportune time, with the Barclays FA Women’s Super League making its debut on national TV. What better way to mark this moment than with the story of Lauren and Reece James, who embody everything Barclays is proud to support; grassroots football, the Barclays FA Women’s Super League and the Premier League.” 

Ross Taylor, Creative Director,  Iris, added: “Growing up Lauren James and Reece James have only ever known Barclays football. They’re the perfect siblings to share the Barclays 20-year commitment story across both the Premier League and now the Barclays FA Women’s Super League. It’s an exciting time for the game with a brilliant inclusivity message too.”

The campaign will be supported across Premier League and FA channels. Meanwhile, Iris has also created TV idents that will run alongside Sky Sports coverage of the Barclays FA Women’s Super League from 3rd September, with media handled by OMD.