Professional Footballers’ Association (PFA)

Raising the profile of PFA membership through 4thePlayer magazine

The Challenge

To make the PFA’s messages relevant to its members and bring the benefits of membership to life for an affluent demographic of 16 to 35-year-old UK males.

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Our solution

Strategy

Taking its cue from the likes of GQ and Esquire, 4thePlayer magazine uses aspirational lifestyle content to engage the membership and introduce compelling messaging within the context of footballing issues. Its success has led to regular amplification of its content by the national press. Our partnership with the PFA has extended to education, community and coaching magazines, above-the-line campaigns and video.

 

Creative

The use of photography is eye-catching and inventive, portraying footballers in a manner that’s a world away from the all-kitted-out, ball-under-the-arm stereotype. Design is stylish and constantly evolving, with bespoke treatments tailored to individual features and dry topics made digestible by illustrations, infographics and creative typography. Tone of voice is smart and inclusive whether discussing the best gear of the year or the latest coaching initiatives. Ultimately, the magazine delivers the information that the PFA’s members really need to know alongside the interviews and lifestyle features that will inspire them.

John Bramhall – PFA Deputy Chief Executive

Interview with the inspirational Casey Stoney

Paul Gascoigne interviewed for the 4thePlayer Big Feature

The Big Interview with Stiliyan Petrov

A lifestyle gadgets feature within the magazine

Saido Berahino featured on the cover for the Spring edition of 4thePlayer magazine

Our services

Find out more about our services and partnership opportunities.