Client: Street Soccer Scotland
The Homeless World Cup’s reputation and influence grows every year. It plays a major part in changing the lives of thousands of people across the world and has done since 2003 when the first tournament kicked off in Austria.
In 2016 Scotland hosted the event for the second time and welcomed teams from 51 countries, not by surprise, in a typically warm Glasgow way. Around 80,000 people watched the amazing event over a week of friendly and passionate football in the heart of the city.
Having already been Street Soccer Scotland’s media partner for eight years our support for Team Scotland began as soon as Glasgow was confirmed as the 2016 host city. Our aim was to ensure that awareness in the year round work of Street Soccer Scotland was achieved as well as supporting the event’s message of keeping the issue of homelessness at the forefront of people’s minds.
Knowing that there would be significant interest in the host nation’s men’s and women’s teams from both domestic and international sports and news media, we worked closely with Street Soccer Scotland to manage those demands in the lead up to and during the event.
Unlike their high profile counterparts in the professional game, the Team Scotland players were not used to being the focus of media attention so our planning included a training session with a difference. Helping them understand why they would be of interest and what could be asked of them was an important task and ultimately a prudent part of the plan.
Throughout the whole festival of football numerous requests from print media, broadcast and digital channels were made to the players and the players all responded to them in a confident and engaging way resulting in huge levels of international coverage and achieving the original aim.