Jermaine Jenas fronts Coke’s new ‘ball games allowed’ drive

There are times (like now) when a visitor from Mars might assume that football was a charity with a game/business attached.

Coca-Cola has a long history of supporting football in the UK and now it’s launching ‘Ball Games Allowed,’ an effort with charity StreetGames aimed at making more football space and coaches available for kids. Interesting theme this, there’s a reason why ‘balls games not allowed’ signs spring up, it can be more than annoying to have someone booting a ball against your wall. If Coke really is providing more proper pitches then everyone should be happy.

Fronted by “football legend” (it says here) Jermaine Jenas. Jenas was a decent footballer although hardly a legend. But he’s re-invented himself as a popular (and youngish) pundit.

Jenas says: “Football gave me everything when I was young – it took me away from anything bad and put a smile on my face, but it’s clear that there is still a lack of football spaces and coaches, particularly in more disadvantaged areas

“It’s great to see StreetGames and Coca-Cola tackling this head on – they are actively going out there with the aim to create more safe spaces for young adults to play football and train more coaches, who ultimately act as role models to aspiring football players.”

Seems a praiseworthy effort, nicely done by M&C Saatchi/M&C Sport & Entertainment.

MAA creative scale: 7.5.

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About Stephen Foster

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Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.

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