Back of the net: BBH lands Premier League business

chelseaThe Premier League has appointed BBH London to handle its advertising and marketing account, with a brief to promote the League’s social initiatives as well as evolving the No Room For Racism campaign.

BBH beat off Wieden & Kennedy London, Havas and Pablo to secure the business. Incumbent FCB Inferno pulled out of the process at an earlier stage.

Founded in 1992 following a breakaway from the Football League First Division, the main income for the 20 clubs involved is from TV rights; worth more than £3bn a year.

Off the pitch, the League claims to provide “world-leading levels of financial support” to all levels of the game and to communities attached to clubs across England and Wales.

This covers the three divisions of the English Football League, the National League System, grassroots and community football, along with funding for key fan groups and organisations promoting equality and inclusion.

Long-term investment in the Premier League’s Elite Player Performance Plan has resulted in over £1.94bn of funding for the Academy system across the football pyramid since 2012.

It also supports a number of charities. The Premier League Charitable Fund distributes grants to professional club community organisations, allowing project delivery in thousands of communities and schools in the regions surrounding Premier League and EFL clubs.

Meanwhile, the Football Foundation has provided grants for thousands of new grassroots club facilities and pitch improvements throughout the country. In addition, the Premier League Stadium Fund supports non-league and women’s clubs with the cost of improvements to their grounds.

Premier League chief commercial officer Will Brass said: “After a competitive pitch process, we are delighted to have appointed BBH, an agency with a strong track record of delivering engaging, innovative work alongside major brands and household names.

“We look forward to working with them across an exciting range of campaigns and projects, helping to promote the League’s off-pitch work.

BBH chief executive Karen Martin added: “The Premier League is an incredible organisation, one that is loved by millions of people here and all over the world. The brief is brilliant, the win is significant and we cannot wait to get going.”

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