Shearer Backs Barclays’ Initiative For Next Generation

Barclays has unveiled a new campaign which will see thousands of tickets and football experiences given away to young fans via the Barclays Spirit of the Game website, supported by a new television advert starring ex-England captain and all-time leading Barclays Premier League goal scorer Alan Shearer.

The advert explores the importance of a fan’s first football experience through the eyes of Alan Shearer as he reminisces about his first ever visit to Newcastle United’s St James’ Park in August 1982 and the memories that day evoked – from the baker who made Alan his first matchday pie to the Metro driver who transported him to the ground that very day. Watch the commercial at Sport Industry TV. 

The advert finishes with Alan surprising one lucky fan with his first pair of Barclays Premier League tickets.

Alan Shearer said: “Young fans are the future of football and the experience of their first game will last a lifetime. Reminiscing about the first game I attended when I was 12 years old brings back so many fond and lifelong memories. It was a privilege to personally give young Newcastle United fans the chance to attend their first matches through this Barclays initiative. I’m sure they’ll enjoy the day as much as I did and I look forward to hearing about lots of other first game experiences as part of the campaign.”

Nathan Homer, global head of sponsorship, Barclays, commented: “Football is all about the fans. Throughout the 2014/15 season we have been championing those who represent the true spirit of the game, and now we’re turning our attention to young fans. In keeping with our broader company commitment to the next generation, we will be rewarding young fans with tickets and other football experiences, to give them the opportunity to start a lifelong love affair with football”.

To support the launch, Barclays commissioned independent research that shows just how significant a first match experience is to football fans. Of the 2,000 people surveyed more than half said that their first live game experience was their favourite football memory and the reason they fell in love with the sport. Whilst around a quarter said they remember the roar of the crowd above anything else from their first live football match.

Starting on Tuesday 3rd March, Barclays will give fans the chance to win tickets to their favourite team every week for the remainder of the 2014/15 season via the Barclays Spirit of the Game website. Barclays will also once again be giving away more than 8,000 tickets to local communities in partnership with Barclays Premier League clubs.

Lucien Boyer, president and global CEO of Havas Sports and Entertainment, added: “We’re proud of this Barclays Spirit of the Game campaign, developed in collaboration with BBH and the Barclays team, as we know it has the potential to help so many young fans fall in love with football. 

“By combining our fan-led Meaningful Connections philosophy, with Barclays values led approach, we’ve developed an integrated programme of digital content, in-stadia advertising and social media that will stimulate natural fan conversation and provide tangible benefits for the next generation.  We can’t wait to hear the first game memories of young and old fans alike.”

As well as giving away tickets on a weekly basis, the Barclays Spirit of the Game website will also house exclusive Barclays customer-only promotions with the chance to win mascot places, a school visit from the Barclays Premier League trophy or even the opportunity to play on a Barclays Premier League pitch.