PUBLIC SECT0R: PFA readies push for fashion show charity initiative

The Professional Footballers Association has taken on PR support to

promote its first joint project with the fashion industry.

Launching in April, the initiative, called Project F, will involve a

fashion and photography show featuring Premiership stars and designers

such as Giorgio Armani. Generation will handle the consumer PR


PFA senior commercial executive George Berry said the names of

footballers involved were being kept secret until nearer the time of the


He added: 'Project F is part of our business plan to raise money for the

community and our central fund.'

Funds raised by the project will be donated to charity. The PFA board

was due to meet this week to decide whether proceeds would go to one

charity or be spread among several organisations.

Publicity generated by the event is expected to be the greatest the PFA

has received since its threatened strike action late last year.

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