The Power of Pitches


Football Foundation



Unlocking grass roots facility investment 

The Football Foundation is the Premier League, The FA and Government’s charity that helps communities improve their local football facilities. It’s the largest sports charity in the UK and has been responsible for helping deliver sports projects worth over £1.5 billion over the last two decades.

Good Relations is working with the Foundation on a campaign to raise awareness, understanding and advocacy for the ‘power of pitches’.  Unlocking the power of pitches helps players get fitter, improve their mental health, grow confidence and build stronger relationships. These are all things that transform their lives and help strengthen communities.

Our campaign has three objectives. First, deliver stronger recognition for the Funding Partners’ investment in grassroots football facilities. Second, unlock third-party partnerships to grow funding and awareness. Finally, activate applications from projects identified in the local football facility plans created to direct investment where it’s needed most.

Our approach combines influencing at a national, B2B and local level. Support from Government ministers down to local councillors is vital for the campaign. 

Local authorities in priority areas are crucial – both as potential applicants and supporters. We held an event, in partnership with the Local Government Association, attended by over 200 senior local authority leaders, at which the England Manager Gareth Southgate made a guest appearance. The event has created a huge number of direct inquiries from councils wanting to work with the Foundation. 

This year we also embarked on a targeted campaign, focussing on 20 ‘beacon projects’ in priority areas such as Wirral, Leeds and Cornwall that have a particular need for grassroots facilities. We are helping the Foundation to engage directly with local authorities and other political influencers in these areas, shaping their plans for community sports and securing investment in football facilities. Community activations and media relations will build local backing for these priority projects. 

This was a 

Corporate PR

Project for Football Foundation

Learn more about Corporate PR

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