Bt Launches First Ad For The Fa’s Grassroots Playmaker Scheme

A new ad launched by BT will aim to recruit volunteers for The FA’s Playmaker scheme ahead of the return of grassroots sport.

The FA’s Lead Partner will screen ‘The Club’ during Saturday’s FA Community Shield match between Arsenal and Liverpool at Wembley Stadium, which tells the story of the mother of a football-loving daughter who goes on a journey to become a football volunteer, despite having no association with the game before. A

Developed by BT’s sport & entertainment agency, Cake (Havas), it is the first external promotion of The FA Playmaker, which targets 100,000 new volunteers to the grassroots game by 2024, 50,000 of which are to be women. 

The scheme has already recruited 1,000 BT employees as the first Playmakers.