18 JAN 2022
For this year’s Transfer Window, eBay democratised football with the help of a new MediaCom partnered campaign.
In late 2021, MediaCom devised an innovative campaign to boost small businesses and grassroots football clubs alike for the Small Business United initiative. The world-first launch saw small local businesses offer sponsorship to local clubs, all funded by eBay.
Launching on 7 January 2022, the Dream Transfer campaign, a collaboration between MediaCom’s Creative Systems division and McCann, built on that success to offer grassroots clubs the chance to sign footballing legends Roberto Carlos and Eni Aluko for two games, for just £5. For less than the price of a daily commute, teams could get involved with the excitement of the Transfer Window which is usually preserved for the big leagues. What’s more, the proceeds will be donated to the charity Football Beyond Boarders, who support young people from disadvantaged backgrounds through the power of football.
The campaign utilised several creative activations including television commercials and video assets featuring Sky Sports pundit Chris Kamara to discuss the fake transfer rumours, bringing the vibrancy of the Transfer Window period to the local clubs. Discussions were supported by content including interviews with fans and reporting from local grounds spread across the Instagram, Facebook and Twitter channels of social media partner, Joe Media.
Once the highly anticipated transfer deadline day hit, eBay announced which clubs Carlos and Aluko were signing for through video content featuring transfer window legend Fabrizio Romano, supported by native articles across Sky Sports News.
Viewers were then able to watch the excitement unfold as Carlos and Aluko take to the fields for their one-off games.
Speaking on the launch day of the campaign, MediaCom’s Sports and Entertainment Director Alex Brown, said: “The Transfer Window is one of the most exciting moments in football every year, but the smaller clubs are always left out. Our campaign with eBay builds on the success we’ve already seen with Small Business United and aims to democratise football to bring it back to the local clubs and businesses where it all started for so many. With world famous footballers and pundits onboard, we’ll deliver a Transfer Window like no other this year across all major platforms.”
The initial results have been incredibly positive, including almost 100 coverage pieces for the announcement alone across national and consumer publications in print, online and broadcast!
You can find out more about this brilliant campaign and get involved over on the eBay website.