Written by Kianna Best on Oct 4, 2023. Posted in General Interest

BBC champions inclusivity in This Game Belongs To All of Us campaign

BBC puts football fandoms front and centre in their new campaign titled This Game Belongs To All of Us. The BBC Creative minute long piece sees an emotional montage of fans and their passionate relationships with their teams. With the tumultuous culture within football, the recent project stands against online and in person hate, promoting unity amongst the sport’s biggest supporters.


“At the end of the day, the fans are what is most important when it comes to football. We don’t ever want anybody to feel like it’s not their game,” Arsenal player and captain of the England women’s national team Leah Williamson states.



The spot directed by Lisette Donkersloot through Caviar portrays a host of symbols for the sentiment of the piece, including portraits of fans taken by the first female football photographer Hy Money, photography by Michael Kirkham, a flag created in collaboration with Corbin Shaw and features textile artists Diana Al Shammari and Jacqui McAssey.



On an old fashioned television, an interview flicks on of former English men’s footballer Andy Cole stating: “Football will never be a closed club. This game belongs to all of us. It shouldn’t be about how much you’ve got, but about how much give,” as archive footage weaves together in the background.



With the hype surrounding the Women’s World Cup, the return of the Premier League, the EFL Championship, the Women’s Super League and non-league football, this campaign aims to shift the culture within the fan based communities who occupy the stands. Also featured in the montage are West Ham super-fan Abel Farey, and football referee awarded an MBE for her services to the game, Jawahir Roble.



Images courtesy of  BBC Creative 


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