Case Study / October 27, 2016

BT and Premier League

The Premier League & BT announce a three-year funding initiative to help inspire disabled people through sport.
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The Premier League has launched a three-year programme in partnership with BT that aims to create opportunities and inspire disabled people through sport. This partnership will see the organisations work together to provide funding to Premier League clubs to create more opportunities for disabled people across England and Wales.

We used the profile and expertise of the Premier League, BT Group, professional football clubs and BT Sport to inspire disabled people to become more active as well as develop new skills and confidence.

Premier League clubs will employ a dedicated Disability Officer responsible for co-ordinating the programme and promoting inclusion. Disability Officers will work with local agencies to amplify existing work and deliver programmes that engage disabled people through sport. Sport will be used to provide a range of opportunities such as volunteering, education, employability, and apprenticeships.

The award-winning BT Sport Films team will produce and broadcast short films on the individuals and storylines involved in the initiative, raising the profile of the project and clubs’ broader inclusion work to millions of people.

Execution: To engage stakeholders, media and participants of current programmes, BT and the Premier League hosted a launch event at the BT Studio with guest speakers including BT CEO, Gavin Patterson and Premier League CEO, Richard Scudamore, alongside a guest panel of disabled athletes who are champions of disability sport.

Media, stakeholders and athletes were escorted to the London Stadium to witness demonstrations of the types of activity that are currently being hosted by Premier League clubs including; Manchester City, West Ham United, Hull City and Tottenham Hotspur.

BT Sport ambassadors Owen Hargreaves and Michael Owen then joined former Tottenham captain Ledley King in a demonstration of blind football.

Results: BT Sport has successfully aired five mini-documentaries around programmes in Manchester, Southampton, Birmingham and London.

Coverage from the launch has appeared in national newspapers including; The Daily Star, The Telegraph and The Guardian, in addition to a selection of disability and inclusion websites.