The FA Cup

Identity | Planning & Marketing | Positioning | X-Platform

Reinvigorating the FA Cup for hardcore football fans

In 2011 ESPN was finding it hard to reach their next most likely prospect: ‘Dave’, a football-addicted, Sky Sports-loving, late-40s C2D man who really didn’t want to pay more for his football, especially if it was for ESPN’s next big event, the FA Cup. The Cup had lost its lustre since Dave was a kid, so we needed a big emotional idea to get him excited. We found the answer in Dave’s childhood. He used to dream of scoring the winner in The Final at Wembley and every single Dave we spoke to agreed. It wasn’t nostalgia, but an idea that just needed reactivating. And so ‘The Cup of Dreams’ campaign was born

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Creative Director: Tim Finnamore