Barclays Campaign Celebrates All Levels of Modern Football

Barclays has launched their latest football campaign, Here for The Land of Football, celebrating the game it’s been a part of for over 20 years. The campaign encapsulates all Barclays involvements in football, including partnerships with the Barclays Women’s Super League and Premier League and supporting the community game.

At the heart of the campaign is a 30-second hero spot – Here for The Land of Football – a portrait of modern football seamlessly interweaving Barclays' work in schools and communities with the elite game. 

Narrated by Ian Wright, the film puts professional players, school children, community players and fans on the same pedestal in one continuous interwoven shot. Opening with the 2022-23 Premier League golden boot winner Erling Haaland, the spot features the biggest names across the Barclays Women’s Super League and Premier League including Sam Kerr, Katie McCabe and Bukayo Saka.

England and Arsenal legend Ian Wright, said of the campaign launch, “Anyone involved in football, as a player or a fan at any level of the game, knows how it can bring us together. That’s why I’m happy to be part of The Land of Football - Barclays’ celebration of all things football, for everyone.”

The final line of the hero film “from schools to stadiums, we’re here for it all... Barclays, here for the Land of Football” describes the central theme of the campaign - that the bank is here for, and supporting, football in England at all levels. 

This includes a commitment to supporting and celebrating the rise of the elite game, demonstrated through a recent £30m investment in women’s football between 2022-25 through title sponsorships of the Barclays Women’s Super League and Barclays Women’s Championship, and being a partner of the Premier League for over 20 years.

On top of this, Barclays is committed to supporting grassroots football, demonstrated by the pledge to ensure girls have the same access to football as boys, through their support of the Barclays Girls’ Football School Partnerships (BGFSP), and ensuring that community football groups who need it most have funding through the Barclays Community Football Fund.

Tom Corbett, Barclays Group head of sponsorship and Media said, “Here for The Land of Football demonstrates not only our commitment to supporting grassroots football, but also celebrating the elite levels of the game. We are so fortunate in this country to have the two most watched men’s and women’s domestic leagues in the world, in the Premier League and Barclays Women’s Super League. We recognise the power of football to benefit young people’s lives, and we look forward to continuing our work, alongside our partners, to implement initiatives such as the Barclays Girls’ Football School Partnerships and Barclays Community Football Fund to make sure the game we all love can be enjoyed by all”.

Created by M&C Saatchi Sport & Entertainment and KODE Media, and directed by Dan French, the film and wider campaign assets have been live across VOD, social, and digital since Boxing Day 2023.