Case Study / May 2, 2017

Premier League

Primary Stars - Inspiring the next generation

The Premier League’s most ambitious community initiative to date
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With the Premier League’s re-brand and new sponsor-less model, the onus is on the organisation itself to drive positive news coverage and engagement.


The Premier League’s least engaged demographic is football mums who may have neutral to negative perception of the organisation.

The Idea

Launch the Premier League’s biggest ever public engagement campaign – PL Primary Stars.


Created fame for the TV advert – the Premier League’s first-ever paid advertising campaign.

Held a launch event for stakeholders and media.

Generated media coverage spike for launch and sustained coverage afterwards to drive sign-ups.


More than 8,500 schools have registered to date.

24% of parents have already heard of the campaign – the original target was 50% by 2019.