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Sports Direct launches ‘Football Fever Starts Here’ TV ad ahead of Euros

Tom Bottomley
10 June 2024

Sports Direct has launched a new campaign called ‘Football Fever Starts Here’ to coincide with the start of the Euros 2024 tournament, which kicks off with host nation Germany’s match versus Scotland on Friday 14 June.

The campaign, which is rolling out across TV, OOH, digital, in-store and social media, is crammed with sportswear and football related product, starring the likes of England’s Conor Gallagher and Jordan Pickford, Portugal’s Rúben Dias and former player turned TV pundit, Ian Wright.

The campaign attempts to capture the tournament's "unique ability to bring together a nation to get behind their team and forget their differences" - highlighting that the fans' journey begins at Sports Direct.

Championing "everyday locations where true football fever is born", the commercial begins in an ordinary cul-de-sac in Manchester, where the spectacle begins to unfold.

Jordan Pickford and Rúben Dias enjoy a BBQ in the sun, while Ian Wright drives around in a Sports Direct ice cream van, with his gold tooth smile. The ad culminates with Conor Gallagher running with a ball and unleashing a shot at a young goalkeeper – bringing together football stars and everyday people.

Products featured include football boots such as the Adidas F50, Puma Future 7 and Nike Mercurial, while England’s latest Nike jersey – released for the tournament – also features strongly.

Ger Wright, Managing Director of Sports at Frasers Group, said: "Amidst a massive summer of sport with both the Euros and Olympics, our ‘Football Fever Starts Here’ campaign captures the passion and energy of the tournament's true heroes: the fans.

"By placing our football stars directly into the unfolding excitement, we highlight the vital role fans play in the Euros journey. This campaign breathes life into the spirit of the Euros, establishing Sports Direct as the ultimate hub for football enthusiasts, offering the best products for fans to support their teams."

In addition, as part of Sports Direct’s commitment to spreading football fever throughout the nation, it will be continuing its ‘Monster Kickabout’ initiative with Nike - a nationwide school football programme created to encourage more kids to take up the sport.

Sports Direct is providing free resources and football equipment to help teachers host a week of football fun during Youth Sport Trust’s National School Sports Week (17-21 June), inspiring kids to be active for 60 minutes each day.

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