We will create a network of connected grassroots football clubs across the Home Nations to break down barriers and improve digital, education and football skills for communities across the UK​

Connected clubs

Our ambition is to connect over 200 grassroots community football clubs across the home nations ​with a package of BT products and services, including wi-fi, broadband and landline.​

Despite complications caused by Covid-19, we have been able to connect 50 clubs remotely since May 2020. In the next six months, we will reach out to a further 128 clubs ensuring we hit our target of 100 clubs connected in the first year of our partnership.

The FA Playmaker
The FA Playmaker

FA Playmaker​

We launched the FA Playmaker course to BT employees via a live broadcast from the BT Sport studio. ​

This recapped on the 4-3-3 strategy and landed the importance of volunteering for when the grassroots ​football returns.

Work Ready

A key objective for the Home Nations partnership is to support the overall BT brand objective of upskilling ​10m British people with essential digital skills. To do this we redesigned the Work Ready comms to tap into​ Northern Ireland’s passion for football, reaching & attracting new audiences to the course taking place in ​Belfast. ​

We engaged football fan platform COPA90, to help us capture and tell the story of Michael, one of the​ participants who joined the Work Ready course thanks to his love of football & BT’s promotion of the ​opportunity with the IFA. ​

Key connections

We rewarded the children of key workers who were still attending primary school in lockdown by virtually ​connecting them to male and female Home Nations players who were former pupils themselves.  ​

We created both combined and individual home nation FA content edits, that were organically shared ​across BT and each FA's social channels.​

As part of the wider BT business objective, we included a call to action in the edits for parents who are ​home-schooling their children to visit the ‘Skills for Tomorrow’ website for resources that could help support them.​