Sainsbury’s campaign to push school soccer deal

Retailer Sainsbury’s has hired Frank PR to add a grass-roots dimension to its football sponsorship through a newly created schools version of the FA Cup.

In a deal struck with the English Schools Football Association, Frank is to help the UK’s second biggest grocer target kids and mums.

It envisages an ‘aspirational’ competition and PR campaign bolstered by the signing of at least six Premiership players to help promote healthy eating and push Sainsbury’s ‘nutritional proposition’. The three-year competition was devised by Frank and is thought to be worth more than £100,000 a year to the agency.

Up to 20,000 primary schools will be able to take part across England with mixed teams of seven-a-side, starting in September.

The account will be run by Frank’s joint MD Nadia Gabbie. Frank chairman Graham Goodkind said: ‘Our role will be to bring the Sainsbury’s English Schools FA Cup to life by actively involving a nation of young football lovers and their families.’

The deal aims to bring a grass-roots element to Sainsbury’s existing football sponsorship deal with the FA.

Frank will report to Sainsbury’s sponsorship manager Kate Barham. The competition was the brainchild of Gabbie, a former Scope Communications PR executive, who worked on Carlsberg football sponsorship programmes.

Sainsbury’s is enduring a tough ride from the City, which is increasingly convinced the firm will issue a profits warning because of a dip in sales.

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