More Than A Game

Client: Premier League

This campaign didn’t just tell people the Premier League is more than a game. It made them believe it – delivering a 34-point uplift in consumer perception through a programmatic buy that lived the League’s values in every impression.

Premier League invests £1.6 billion into grassroots football and communities. Its programmes reach 2.5 million people, delivering measurable improvements in health, education, employment and social cohesion. “More Than A Game” is the campaign that tells that story. But the brief went beyond awareness: shift the perception of Sports Enthusiasts, Football Fans and Policy Makers, proving the League’s impact beyond elite competition. Standard programmatic wasn’t enough, this needed to be more. A message about community impact demanded media that reflected those values. The GoodNet’s GoodIQ Index built used signals where every publisher was scored on sustainability, editorial quality and community impact. 80% of impressions ran content aligned to the Premier League’s community goals. Minority-owned media was prioritised. Carbon emissions were cut 73% versus industry average. The campaign scored in elite sustainability environments. The results: 75% brand recall (vs. 28% control). 71% of exposed audiences believe the Premier League supports wider football and communities, versus just 37% in the control group. That 34-point perception shift is the headline, proof that when the media matches the message, people don’t just see it. They believe it. The media wasn’t just a vehicle for “More Than A Game.” It was evidence of it and was definitely More than a Programmatic campaign!