Top-selling men’s magazine FHM and mobile phone giant O2 approached Be Sport with a specific brief: to create and stage a series of football events for FHM readers combining the raw enthusiasm of Sunday morning park football, glamorous FHM cover girls and a sprinkling of celebrities. We gave them five spectacular events spanning the UK, at which over 650 players paraded their skills whilst wearing specially made branded FHM/O2 kit.
After reading our proposal and spending time with us, our clients knew that they could entrust us with every aspect of the project, including sourcing the venues, supplying the kit, getting professional footballers to attend, supplying the pitches and organising travel for the teams. Over 3000 teams registered for the events, of which 64 were chosen. The FHM/O2 cup encapsulated the essence of what grass roots football is all about. The standard of play was pretty good too.
With even more tournaments planned this year, the FHM/O2 Cup continues to go from strength to strength. Discussions are under way for a longer-term partnership.
Client: Emap/O2
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