Chase Campaign Celebrates Football’s Community Coaches

Chase has launched a UK focused integrated marketing, PR, and social campaign as part of this summer’s biggest football tournament, including a new TV advert. The campaign is designed to celebrate the power of grassroots coaching and the long-term community impact of the Chase football coaching programme. Running across TV and cinema, out-of-home, radio, social, PR, and internal engagement, the campaign uses the tournament’s momentum to amplify stories of coaches and programme beneficiaries whose influence extends far beyond matchday.

As part of the campaign, a new Chase TV advert, created by Droga5 London, will be released on 23rd June and will focus on the community impact programme across premium video environments. Chase will deliver a Piccadilly Lights takeover for seven days from 22nd June, bringing tournament creative to life in an immersive 3D execution, and a range of high-impact out-of-home featuring Chase football coaching programme beneficiaries, with an integrated media plan by WPP Media’s EssenceMediacom.

Chase is also the Official Payment Partner of Transport for London (TfL) and will utilise its partnership for a TfL football takeover across selected stations. New football-themed card readers will be introduced during tournament time to celebrate the Home Nations partnership.

Deborah Keay, chief marketing officer at Chase, commented, “Grassroots coaches are some of the most powerful forces in our communities - they shape confidence, belonging and opportunity, not just performance on the pitch. This campaign is designed to keep that impact visible at one of the biggest cultural moments in football, while backing it with storytelling and experiences that live on well beyond the tournament. We’re proud to shine a light on the people making a difference every week, in all weathers, in communities across the U.K.”

​Tara Ford, chief creative officer at Droga5 London, part of Accenture Song, said, “Every great journey starts with someone believing in you first. That’s what these coaches do every day. A word of encouragement, a gesture of support, or simply helping young people see what’s possible in themselves where others don’t. We wanted to celebrate those small moments of encouragement that can have a lasting impact, long after the final whistle.”

Social: always-on storytelling and fan activation

Social channels will run an always-on series paired with branded physical activation, designed to celebrate coaches and drive participation from fans, players and coaches throughout the tournament. The programme will respond to live match moments while remaining anchored in community impact, keeping coaching stories prominent as tournament events evolve.

A key social activation is the Oracle Teller Machine (OTM), a playful concept that embraces the tournament’s unpredictability through fortune-telling mini statements, intended to show support for the England and Scotland teams. The OTM is travelling to the US and UK and will print statements, react to live moments, and reward fans, providing opportunities for reactive content and physical engagement.

​Lucy Doubleday, UK managing director at We Are Social, commented, “Our goal was to create a truly unique social idea that would ignite excitement and foster a sense of community around the tournament, encouraging people to actively engage and share in the experience. The Oracle Teller Machine amplifies the energy and anticipation of matchday, sparking conversations and connecting people through bold, shareable moments. With dynamic in real life activations and exclusive access to the England and Scotland teams, we’ve driven social engagement and positioned Chase at the very heart of the tournament."

PR: spotlighting community coaching heroes

The campaign will be supported by a series of PR activations, showcasing the benefit of grassroots coaching by utilising recognisable football names and locations in the tournament build up. In Scotland, a pre-tournament moment pairs Jackie McNamara (1998 Scotland legend-turned-coach) with a local beneficiary. ‘Your Tournament’ sees Chase beneficiary Amir and his U11s visit St George’s Park for elite match preparation and coaching insights from Thomas Tuchel and performance staff.

The ‘Coaching Heroes’ activation connects the grassroots coaches who helped shape the careers of Bukayo Saka, Reece James, and Eberechi Eze, with a local Chase beneficiary to discuss their respective journeys. A partnership with The Telegraph will deliver a coaching column series featuring exclusive insights from Scott Parker, alongside a spotlight on programme beneficiary Calron Hall and his coaching career to date.

Luke Bliss, managing partner PR and creative at Fuse, commented, “This summer’s tournament puts football coaching in the spotlight - showing how it transforms lives and strengthens communities at every level. By connecting programme participants with coaching legends and inspiring Home Nations talent, we’re sharing powerful real stories and motivating more people to step up, get involved, and make a real impact.”

Internal engagement: colleague participation during the group stages

To build colleague engagement, the OTM will visit four JPMorganChase UK offices: London, Bournemouth, Glasgow, and Edinburgh. Employees will be invited to test the machine, receive a tournament prediction, and have the chance to win a prize.