Helping grassroots football thrive through creativity and tech

Grassroots football clubs are a cultural lifeline for their local communities. They keep teens out of gangs, support mental health and bring people, regardless of race or religion, together. But grassroots clubs are under threat. A lack of funding, the pandemic and the rising cost of living has seen over 2,600 clubs close in the past year alone.

So, how can grassroots clubs survive? And more importantly thrive?

Samsung grassroots

A game-changing campaign and collaboration

In collaboration with FA Sunday Cup winners and social media masters Baiteze FC, we created the Samsung Grassroots Academy. The world’s first football academy that doesn’t teach tactics and skills, but instead teaches clubs to thrive by harnessing the power of social, creativity and Samsung tech.

Samsung GA

Winning hearts, likes, fans and followers

A campaign film and call out kicked off the campaign, asking clubs to show off their creativity and their club in a 60 second film.

We had responses from every corner of the UK, with 5 clubs ultimately chosen to join the academy. A programme of workshops, events and masterclasses created with Baiteze FC, Samsung trainers and football experts taught the clubs everything they needed to know. From how to create epic content to building their community to elevating their brand. All powered by the latest Samsung tech.

But this wasn’t ever just about 5 clubs. This was about the whole grassroots community. So all of the masterclasses were released on the Samsung website for everyone to be able to learn.

We then continued to elevate the clubs in partnership with Copa 90, through branded content and storytelling – showcasing the clubs, their unique stories and their epic journeys.


Finally we engaged the whole grassroots community through a TikTok footy challenge played out on Sunday league pitches, across the UK. Giving players and fans the opportunity to win Samsung tech right there and then, firmly cementing the brand in the hearts and minds of the grassroots community.

Corner touch

The Elephant Room offers incredible guidancein how brands can be more inclusive and play a more meaningful role in our audience’s lives.

Amy Campbell

Director of Corporate Marketing
Samsung Electronics UK and Ireland