sports Direct Unveils Christmas Ad Campaign

UK sports retailer Sports Direct has unveiled its Christmas campaign Give Me Football.

Aiming to empahsie the unconventional Christmas period for football fans, with a World Cup kicking over in late November, ‘Give Me Football’ plays with the stereotypes of a common Christmas ad.

The series of commercials star Eric Cantona, Thierry Henry, Mason Mount, Declan Rice, Jarrod Bowen, Emma Hayes, Gabriel Jesus, and the iconic football commentator, Clive Tyldesley.

Coming to life as a trio of 20 second adverts, each parody reflects on the classic festive themes typically presented on TV screens during the Christmas season, but with a comedic football twist.

The advert launched on 4th November, with the campaign being rolled out across TV, OOH, social media and in-store screenings.

Beckie Stanion, Chief Marketing Officer Sports Direct, said, “As we head into an extremely exciting period, building up for both the World Cup and Christmas, we wanted to celebrate notable festive traditions with a comedic football spin. We wanted to create something that would surprise and delight our consumer.The adverts continue to celebrate the Sports Direct brand purpose; championing the legend in everyone, through the powers of sport.

“Whether you are a pro on the football pitch or taking charge of the Christmas feast, it is a time to come together and make this season your best one yet, either on or off the pitch.”

The adverst were developed by London-based football media business COPA90 and directed by Freddie Waters of Pulse Films.

Lawrence Tallis, Creative Director at COPA90, added, “At a time of year when brands of all shapes and sizes are trying to convince you that their products make the perfect Christmas presents, we know there’s only one gift worth giving – football.

We’ve brought together a star-studded cast to celebrate the first Christmas World Cup, subverting some of the tropes of festive ads by hi-jacking them with football.”