Academic journal article International Journal of Sports Marketing & Sponsorship

Big Ron Backs Powerleague Marketing Campaign

Academic journal article International Journal of Sports Marketing & Sponsorship

Big Ron Backs Powerleague Marketing Campaign

Article excerpt

Soccer pundit Ron Atkinson is lending his weight to a major new marketing campaign which will promote the roll out of Powerleague, the UK's leading operator of five-a-side football centres.

The voice of "Big Ron" features in a series of national and regional radio commercials which will run to promote Powerleague's nationwide network of centres as well as four new sites in Slough, Stockport, Birmingham and Norbury.

The Powerleague campaign also features regional and local press advertising, 48 sheet posters and bus rears, while below the line promotional deals with talkSPORT Radio, Radio Clyde and Radio Forth will kick in this month to coincide with the launch of the new football season.

Powerleague is in the process of launching four new sites and plans to have 25 up and running nationally by 2001. Each centre features a minimum of 10 all-weather, floodlit five- a-side pitches, as well as high-quality changing facilities, a bar and function room.

Martyn Grealey, Powerleague's managing director, said: "The voice of Ron Atkinson is familiar to football followers throughout the UK and we are delighted to have secured his services for our first national radio campaign. …

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