The Insight

Following the conclusion of its sponsorship with Chelsea FC, Three experienced a shift in brand awareness and football association, presenting an opportunity to reconnect with audiences in new ways. Research highlighted that while football fans were confident discussing the game, there was an opportunity to support them in opening up about mental health conversations.

Despite

• 67% of football fans (18.6 million people) having faced mental health challenges.
• 87% of male fans unsure how to discuss it with friends.
• 65% wanting help with how to broach the subject.

This insight presented an opportunity for Three to reconnect with football fans and address the mental health gap, leveraging their existing Samaritans partnership.

The Approach

To rebuild its football brand association, Three partnered with Chelsea FC, Samaritans, and former footballer Vinnie Jones. The campaign, #TalkMoreThanFootball, aimed to encourage fans to open up about mental health.

• The campaign launched with a teaser on social media leading up to Chelsea’s match against Manchester United.
• At halftime, Vinnie Jones delivered a powerful team talk to Chelsea FC’s men’s team, which was broadcasted live to fans.
• Editorial integration ensured that pundits on TNT Sports discussed mental health during halftime, shifting the conversation.
• The campaign reached 7.4 million fans through TV spots, social media, and TalkSPORT’s Drivetime show.
• A playbook was created to guide fans in how to have meaningful conversations about mental health.

The Results

The campaign achieved exceptional results, both in terms of brand impact and cultural significance:

• 105 million impressions, tripling planned video views, and trending on X with 100% positive sentiment.
• Chelsea reported a fivefold increase in partner comments, making the campaign post their most-watched video.
• Most importantly, 91% of football fans felt more likely to discuss their mental health after seeing the campaign.