In 2019, we announced our new three-and-a-half-year partnership with the Premier League with the promise that we’d bring you, the fans, closer to the action than ever before.
In the time since we released our ‘Where Everyone Plays’ ad, which starred real-life fans from all of the Premier League’s 20 clubs; we took the Premier League trophy up and down the country on an unforgettable road trip; and we offered you the chance to win the ultimate fan upgrade. But we know that football doesn’t begin and end with the Premier League – far from it.
‘Football gave me everything’
Football is why you stayed out later than you were allowed to; it’s a kickabout with your mates, and a way to make new ones. For many it’s how they managed to avoid trouble. Former England international, Jermaine Jenas, is testament to that: “Football gave me everything when I was young – it took me away from anything bad and put a smile on my face,” says Jenas.
But going out and playing football today isn’t as easy as it should be. 50% of young people in the UK say that it’s difficult to play football in their local community because of restrictions on outside space or a lack of coaching staff. That’s a huge number of people missing out – not just on a budding footballing career, but on all the benefits football can bring beyond the sport.
That's why Coca-Cola, alongside our long-term partner, sports charity StreetGames, launched the ‘Ball Games Allowed’ initiative. The campaign, fronted by Jenas, was part of our ongoing commitment to provide young people across the UK with regular access to football coaches and pitches.
To launch the ‘Ball Games Allowed’ initiative we created two videos starring Jenas and young Streetgames beneficiaries, one focusing on the amazing work done by local football coaches and the other on the impact football pitches have on local communities. Both films, however, capture the football legend Jenas shining a light on this widespread infrastructural issue within football, all while meeting aspiring young players and sharing a mutual love for the game.
Check out the ‘Coaches’ film for yourself below:
And here's the 'Pitches' film:
Through the ‘Ball Games Allowed’ initiative, we pledged £200,000 to help improve access to pitches and coaches across the country, asking you to help us find the most deserving local communities to benefit.
Want to hear more about ‘Where Everyone Plays’? Visit our Premier League hub for all the info.