When McDonald’s signed up to be community partner for the four national football associations, it charged Red with activating its community sponsorship programmes.

Red defined the story in the sponsorship by creating a simple and measurable goal to create 10,000 community coaches and address the issue of giving more children access to quality coaching.

Red signed up ambassadors for each programme including Sir Geoff Hurst as its Director of Football and the man who coached David Beckham, Eric Harrison as its national coach alongside Scotland legend Kenny Dalglish, Wales legend Ian Rush and N.Ireland legend Pat Jennings.

The programme achieved 40% consumer awareness through PR alone and 32% of opinion formers agree that McDonald’s is making a positive contribution to healthy lifestyles through its sponsorship of grassroots football.

Winner of the Sport Industry Best Community Programme.