- Football legend Jermaine Jenas stars in new video which highlights the lack of coaches and places to play football in Great Britain
- Coca-Cola is launching a new multi-brand on-pack promotion, offering consumers the chance to give more players access to places to play and coaches, alongside winning Premier League tickets
22nd July 2019, LONDON:
The ‘Ball Games Allowed’ initiative aims to address the challenge that 50% of young people say that it’s difficult to play football in their local community because of restrictions on outside space or a lack of coaching staff. Research conducted highlighted:
- Half (49%) of 16-25-year olds said they still have a ‘no ball games’ sign near their home
- Nearly 9 in 10 (86%) young adults aged 16-25 said they would benefit from having football coaches in their community
- 7 in 10 (68%) said their community would benefit from having safe spaces to play
Through its longstanding partnership with StreetGames, the charity which brings sport to disadvantaged communities across the UK,
The new campaign, fronted by Jermaine Jenas, captures the football legend shining a light on the lack of football spaces and coaches in local communities, meeting aspiring players and sharing their love of the game. Talking openly about how playing football kept him out of trouble, Jermaine reveals how his coaches inspired him to become the person he is today, and how he feels about the lack of safe spaces for young people to go and enjoy the sport he, and they, love.
The videos also highlight that nearly half of the public state that they have the instantly recognisable ‘No Ball Games Allowed’ signs in their community and as a result, 30% of aspiring players often travel up to an hour away to find a space to play.
Speaking about the ‘Ball Games Allowed’ campaign, ex-footballer and broadcast pundit Jermaine Jenas, commented: “Football gave me everything when I was young – it took me away from anything bad and put a smile on my face, but it’s clear that there is still a lack of football spaces and coaches, particularly in more disadvantaged areas
“It’s great to see StreetGames and
Now in its 10th year of partnership,
Kris Robbens, Marketing Director for
Jane Ashworth StreetGames CEO, comments on the campaign: “As part of our ongoing relationship with Coca‐Cola, we’re incredibly excited about the ‘Ball Games Allowed’ campaign and what the brand’s donation means for StreetGames’ mission to help young people growing up in disadvantaged areas to be healthier, safer and more successful.
“The lack of football spaces and coaches restricts so many, but by unlocking more, we are giving more aspiring footballers the chance to thrive. ‘Ball Games Allowed’ will enable us to open up access to facilities in 20 communities, for hundreds of young people where the need is greatest and train over 300 coaches working in our most disadvantaged neighbourhoods.”
Now live, the new summer on-pack promotion will run until the 1st September 2019 across promotional packs of
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