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Nov 3, 2022
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Sports Direct launches ‘Give Me Football’ Christmas campaign

Published
Nov 3, 2022

With the World Cup kicking off on 20 November, there’s no surprise Sports Direct’s Christmas campaign is all about football.


Football legend Eric Cantona appears in the Sports Direct's Christmas ad campaign


Launching 4 November, it’s called ‘Give Me Football’ with the “tongue in cheek” campaign bringing together some of the biggest names in the game. It features a series of spin-offs “that subvert the traditional Christmas advert arms race, speaking to not only seasoned football lovers, but festive gifters too”.

The campaign “plays with the stereotypes of a common Christmas ad to deliver something unexpected”, we’re told. The series of commercials star former football greats Eric Cantona and Thierry Henry alongside current stars Mason Mount, Declan Rice, Jarrod Bowen, Emma Hayes, Gabriel Jesus, plus football commentator Clive Tyldesley.

“Coming to life” as a trio of 20-second ads, “each playful parody reflects on the classic festive themes typically presented on TV screens during the Christmas season, but with a comedic football twist”. 

‘Eau de Footie’ features Mount and Cantona “getting up close and personal” with a new fragrance; ‘Family dinner’ features a not-so-typical Christmas meal with Cantona, Henry, Hayes, Jesus and Tyldesley; and ‘Directa’ sees Sports Direct’s take on a smart home hub voiced by Cantona also starring Rice and Bowen.

Developed by COPA90 and directed by Freddie Waters of Pulse Films, the campaign will be rolled out across TV, OOH, social media and in-store screenings with flagship TV spots during the launches of I’m a Celebrity and Gogglebox programming. 

“Building on the success of last year’s blockbuster, ‘Go All Out’ which inspired Britons to go outside and play sport during the festive season, ‘Give Me Football’ continues to cement Sports Direct as the ultimate destination for the gift of sport and fitness this Christmas”, the retailer said.

Beckie Stanion, Chief Marketing Officer for Sports Direct, added: “As we head into an extremely exciting period, building up for both the World Cup and Christmas, we wanted to celebrate notable festive traditions with a comedic football spin. We wanted to create something that would surprise and delight our consumer.

"The adverts continue to celebrate the Sports Direct brand purpose; championing the legend in everyone, through the powers of sport. Whether you are a pro on the football pitch or taking charge of the Christmas feast, it is a time to come together and make this season your best one yet, either on or off the pitch.” 

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