The confectionary giant has lined up legends from Premier League big boys Arsenal, Chelsea, Liverpool, Manchester City, Manchester United, and Tottenham Hotspur to front the campaign. Former players include Ian Wright, Petr Cech, Gary Neville, Robbie Fowler, Micah Richards, and Rafael van der Vaart.

The campaign, developed in partnership with creative agency Elvis, features national social content starring Ian Wright, which sees the viewer finding Wright’s shirt in their Cadbury pack before popping up in Wright’s living room – to the surprise of the Arsenal legend. Alongside Wright’s ad, there will be club-specific social content featuring the other legends, as well as several radio ads.

“We’re delighted to bring our popular Find a Legend, Win a Legend promotion back for 2021, partnering with the nation’s top football clubs to offer some amazing prizes,” said Pippa Rodgers, Brand Manager at Cadbury’s parent company, Mondelez International. “We wanted to offer a fresh take on Legends while retaining strategic consistency. It’s a simple and flexible campaign which we hope will drive even more participation and engagement than in previous years.”

The Find a Legend, Win a Legend promotion invites consumers to buy promotional Cadbury bars. If their pack has a legend’s shirt inside it, they win an experience with that legend. If there isn’t a shirt, they can enter their barcode online at legends.caduryfc.com and find out if they have won a £5/€5 or £10/€10 club shop voucher, or a personalised message from one the legends featured in the campaign – which is now in its fourth year.

Last year, Cadbury worked with the same group of football clubs, as well as some fans, to tap into the ‘pass it on’ social video trend for its ‘Match & Win’ campaign.

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The club, through a partnership with talent identification platform AiScout, is enabling anybody above the age of 14 to record and upload themselves undertaking specific football drills to the AiScout mobile app for free. All videos uploaded to the app are analysed by AI technology to help Burnley’s scouts identify the most talented individuals.

Players identified as having potential will be invited to attend a formal academy trials day this year, with a chance of claiming a place in Burnley’s Category 1 Premier League Academy.

“This is a first opportunity for us to introduce new data-led technologies into the football club and promote Burnley to the wider football world by giving aspirational young players across the world an opportunity. We look forward to expanding the programme throughout 2021,” said Alan Pace, Chairman of Burnley FC.

“With the pandemic currently leading a suspension of youth football in Lancashire and across the UK, this trial represents an open and inclusive opportunity for football players to complete a set of drills in their own environment that could end with them being scouted by a Premier League club.”

Last year, AiScout received an investment from ALK Capital, which acquired an 84 per cent stake in Burnley for £200m in December 2020 through its sports investment arm, Velocity Sports Partners.

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The campaign, developed in partnership with creative agency Elvis, features players from Arsenal, Chelsea, Liverpool, Manchester City, Manchester United, and Tottenham Hotspur, as well as a cast of fans, passing Cadbury products and kicking balls to each other in a video medleys. Players featured include Harry Kane, Cesar Azpilicueta, Roberto Firmino, and more.

“As it enters its fourth year, Match & Win is launching with an even more exciting twist: partnering with some of the nation’s favourite football clubs,” said Radhika Pai, Brand Manager at Cadbury. “Working with Elvis, we have harnessed our new clubs partnership to create a standout campaign which should hopefully grab consumers’ attention and get them excited about the promotion.”

All of the video clips featured in the campaign were self-shot by the players and fans due to COVID-19, and the videos are tailored toward each individual club. The campaign will run across social, out-of-home, radio, on-pack, and instore channels.

The Match & Win promotion gives consumers the chance to win prizes from their clubs, including VIP tickets, standard matchday tickets, and online shop vouchers.

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The Kings of the Premier League show, hosted by Soccer AM presenter Adam Smith, will air on the last Friday of every month at 8pm on Sky Sports Premier League, YouTube, and video on-demand. The 30-minute show welcomes ex-pros, social influencers, and celebrities to analyse player performances. Today’s first show will feature a guest appearance from Sol Campbell.

Budweiser already runs its King of the Match competition – where fans vote via the league’s app on who they thought was the best player following Premier League matches – through its partnership with the Premier League. The beermaker is also the first-ever sponsor of Sky Sports’ Power Rankings, which is a league table of all players updated weekly by analysing more than 30 stats. These rankings will also be discussed on the Kings of the Premier League show.

“The Budweiser sponsorship of the Premier League celebrates the Kings of the game and aims to bring fans closer to their Premier League heroes,” said Jessie Lander, senior brand manager at Budweiser. “The Kings of the Premier League show does just that – by connecting players, pundits and influencers directly with viewers.  We’re excited to see the show come to life after months of planning.” 

The campaign, which aims to reach people aged between 18 and 34, will also feature spot advertising across both traditional feed and pub TV feeds, social posts on Sky Sports and Football Daily channels, and video on-demand advertising.

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As the Premier League continues to grow in global popularity and one in seven fans buy a new football shirt each year, a new report reveals which Premier League team enjoys the highest average engagement across a range of channels.

Search marketing company Red Hot Penny analysed fan engagement across Facebook, Twitter and Instagram. To calculate the average engagement rate, the company took the total amount of followers for the profile and divided it by the average post engagement.

Russ Powell, head of marketing, Red Hot Penny said that very few clubs are using social media to promote their merchandise, so are missing out on a massive opportunity to boost their non-match day revenue.

“With new launches every season and a wide variety of gear available, there is a significant opportunity for clubs to promote their wares to their fans. It’s time for sports clubs to use what they have at their disposal and step up their retail ambitions,” he said.

Spurs, who got the highest amount of fan engagement took advantage of shopping day Black Friday to increase traffic to their retail site with engaging posts and “strong use of video.” It seems that Manchester United have the most room for improvement as its average ER was the lowest in the top 10.

The table below shows the top 10 Premier League teams for average engagement on social media.

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According to The Times, the social network has beaten television networks BeIn Sports and Fox Sports Asia to gain the rights to broadcast the competition in Thailand, Vietnam, Cambodia, and Laos from next year until 2022. The deal will see Facebook livestream all 380 Premier League matches each year.

Facebook’s successful bid comes a month after Amazon became the first internet firm to gain rights to live matches. The eCommerce giant acquired the rights to broadcast 20 live Premier League games through its Prime service in the UK. These games will be livestreamed during one round of midweek games and one round from a bank holiday.

It is reported that the Premier League has also held talks with YouTube and Netflix over the rights to livestream games in other markets around the world.

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Sky and BT have previously had a stranglehold on the broadcast of Premier League matches in the UK, so Amazons victory is sure to cause ripples in the worlds of both online streaming and sports broadcasting. BT Sport picked up the other unsold package of 20 matches for £90m, bringing their total games per season to 52. Sky Sports will broadcast 112 matches, including all Saturday night fixtures.

Amazon, which will stream the matches for free for all Prime members, will also show weekly highlights of all Premier League games throughout the season. The package purchased by the firm covers the first round of midweek games in December and all 10 games on Boxing Day.

This isnt the retail giants first venture into sports broadcasting – it also broadcasts the US Open and ATP World Tour Tennis events, and has streaming rights to some NFL games in the US.

“We welcome Amazon as an exciting new partner and we know Prime Video will provide an excellent service on which fans can consume the Premier League,” said Richard Scudamore, executive chairman of the Premier League. “The interest in our UK rights is testament to the fantastic competition delivered by our clubs. This outcome will support their continued efforts to put on the best possible football and use their popularity and reach to have a positive impact on the sport and beyond.”
For Amazon,  Jay Marine, vice president of Prime Video in Europe, said: “We are always looking to add more value to Prime, and we’re delighted to now offer, for the first time, live Premier League matches to Prime members at no extra cost to their membership. The  Premier League is the most watched sports league in the world. Over these two December fixture rounds Prime members will be able to watch every team, every game, so no matter which Premier League team you support, you’re guaranteed to see them play live on Prime Video.”

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Between them, BT and Sky paid £5.14bn for three seasons of rights in 2015, and with the rights due to come to an end at the close of the 2018/2019 season, the Premier League is expected to start taking offers for 2019 onwards later this year.

“We envisage anybody, really, being able to come along and bid for those rights,” Richard Scudamore told The Times. “We would need some distribution criteria and to make sure it was readily available across platforms and everything else, but as long as it was widely available and distributed properly, we wouldn’t rule those out.”

The news will leave a bitter taste in the mouths of traditional sports broadcasters that were already hit just days ago when Amazon won the rights to ATP World Tour tennis for the next five years from Sky.

If one of the online giants do pick up the rights to the Premier League, it’s likely it will be at the expense of either Sky or BT, rather than both of them. With an ambition to show at least half of the 380 Premier League games in the future, it is logical that the Premier League will maintain having at least two broadcast partners – and you can expect at least one to still be TV-based.

Don’t forget to enter the Effective Mobile Marketing Awards. Weve extended the final deadline to 18 August, but times running out. More details here.

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