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The collaboration was brokered for Ladbrokes by M&C Saatchi, and includes PR support from Finn Partners.
Ladbrokes and Powerleague will offer ‘Prime-Time Pitches,’ which gives players the chance to access free pitches every Thursday during peak hours at 10 Powerleague Clubs across the UK and Ireland. Pitches are located in cities such as London, Birmingham, Dublin, Glasgow, Leeds, Liverpool and Manchester.
“We can’t wait to kick off this partnership with Powerleague,” said Ladbrokes Head of Brand Kelly Rose. “It will help Ladbrokes build a presence at the heart of football culture and entertainment, and really underlines our ‘We Play Together’ proposition.
“We want to give players of all levels the opportunity to have a chance of claiming a pitch at a prime time for free and our first-ever national tournament promises to mix football with popular culture in a way that has never been done before.”
The nationwide 5-a-side football tournament is set to feature 480 teams across four Powerleague Clubs, with the grand final taking place in Birmingham. Qualifying rounds and the final will include live music, live screenings, celebrities and football talent.
Moreover, players will be able to access Powerleague’s pitch camera technology, meaning moments on the pitch can be captured and recorded. Prizes will be available for the best moments, with Ladbrokes sharing such moments on its social media channels.
Powerleague Head of Commercial Dominic Reed commented: “We’re thrilled to be launching this partnership with Ladbrokes and building on the ‘We Play Together’ messaging which resonates so well with us. Powerleague customers and the wider 5-a-side community are in for a real game-changing experience in tournament football at their local Powerleague venue.
“We hope over the duration of the partnership many more players from our local communities have the chance to claim their prime-time slots and engage in the health and wellbeing benefits that Powerleague offers.”
