The London Football Association (London FA) collaborates with Hatch to unveil the ‘London For All’ initiative.
- Hatch, a creative agency, was selected after a competitive pitch to lead this four-year grassroots football project.
- The initiative aims to enhance grassroots football across London, involving over 950 clubs and 70,000 registered players.
- The project was launched with a symbolic event at City Hall, the headquarters of the Mayor of London, a patron of London FA.
- Statements from Hatch and London FA highlight their enthusiasm and strategic vision for supporting grassroots football.
The London Football Association has partnered with Hatch, a creative communications agency based in both London and Leeds, to kickstart the ‘London For All’ initiative. This collaboration was established following Hatch’s successful pitch against competitors, securing their role in orchestrating this ambitious four-year plan dedicated to advancing grassroots football across the capital.
Hatch is set to utilise its expertise in public relations, content production, social media, and activation for this project. The agency recently executed the project’s launch with a comprehensive media engagement plan. This strategic start encompassed a 12-hour event, during which representatives from the five pillars of the strategic plan participated in a symbolic activity. This ‘pass,’ as it was termed, served to maximise publicity through both social and organic media channels.
The inaugural event took place at City Hall, located at the heart of London and the official residence of the city’s Mayor, who also serves as the Patron of the London FA. Paul Bickerton, the Chief Executive Officer of the London FA, commenced the day’s proceedings, setting the tone for the initiative’s vision and direction.
The London FA, established in 1882, has long played a pivotal role in underwriting grassroots football in London. With more than 950 clubs, extending to around 5,500 teams and engaging 70,000 players, the association has proven instrumental in embedding football as a core social and cultural pursuit in the city. Their efforts are inclusive, accounting for 30,000 young players and 650 players with disabilities, promoting diversity and accessibility within the sport.
Matt Peden, Managing Partner at Hatch, expressed the agency’s dedication to grassroots sports, particularly football. He noted their inspiration derived from the initiative’s new strategy, which they believe will resonate well with upcoming football enthusiasts in London. Peden articulated their eagerness to contribute to a project of such magnitude alongside a commendable team.
Echoing this sentiment, Paul Bickerton conveyed the immense pride felt by the London FA in presenting the fruits of extensive collaboration and consultation with various stakeholders, including County FA colleagues and members. He recognised Hatch’s approach as aligning with their vision, fostering enjoyment and collaboration as they rolled out the initiative to their wider community and stakeholders.
The collaboration between Hatch and London FA sets a promising future for grassroots football in London with the rollout of ‘London For All’.
