Just Play, nouveau programme de Mars pour encourager la pratique du football

Crouch-mars La Fédération Anglaise de Football (la FA) et Mars viennent de lancer un programme national visant à inciter les adultes à pratiquer plus de football, programme appelé Just Play.

Cette belle initiative est la nouvelle étape du programme d'activation de Mars dans le football anglais, après la campagne "Believe" lancé en 2006, qui avait coûté près de 48 millions de livres. Pour info, Mars a renouvelé son partenariat avec la FA en octobre 2009 pour une durée de 5 ans et un investissement estimé à minimum 6 millions d'euros par an.

 

 

La FA et Mars se sont fixés des objectifs bien précis puisque 100 centres FA Mars Just Play seront créés à travers l'Angleterre qui devront permettre à près de 150 000 nouveaux joueurs de jouer au moins 30 minutes par semaine. Ces centres seront gérés par des coordinateurs FA Mars Just Play qui donneront à l'occasion des cours de football pour ceux qu'ils le veulent.

L'objectif de ce programme, inscrit dans la politique grassroots de la FA (National Game Strategy), est donc de redonner un coup de boost à la pratique du football loisir, qui subit un léger déclin depuis quelques temps à cause du manque d'infrastructure et autres problèmes logistiques. De plus, ce programme permet à Mars de continuer à illustrer son positionnement et renforcer ses actions dans le domaine du marketing sportif, à savoir offrir des solutions qui permettront aux consommateurs d'avoir une vie saine (assez banal pour une marque qui vend des produits qui sont généralement considérés comme de la "junk food).

La communication de Mars autour de ce programme utilisera un ambassadeur de taille avec l'attaquant international de Tottenham HotSpurs, Peter Crouch. La preuve avec une vidéo bien sympa du géant anglais dans le Yorkshire pour l'inauguration du 1er centre FA Mars Just Play.

 

 

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