BT’s 4-3-3 plan

BT's 4-3-3 plan is the most ambitious sponsorship in football history, with a core ambition to support and improve the lives of millions of players, coaches and fans across the UK over the next five years.

A series of award winning projects and initiatives with each of the Home Nations were launched in 2020 that combine BT’s technology and innovation with the unrivalled power and reach of the beautiful game.

BT 4-3-3 strategy
BT 4-3-3 strategy


Uniting the Home Nations in one of the largest ever footballing programmes to run across the UK in partnership with The FA, Scottish FA, Irish FA and FA of Wales​  


As part of BT’s brand strategy, Beyond Limits, we’ll help release the potential of disability and para, grassroots, and women’s football communities ​  


Para - Develop new innovation and technology to enable new ways to play and engage with football ​

Grassroots - Create closer football communities and opportunities through new digital and football skills initiatives​

Women's - Inspire a new generation of girls and women to participate in football, on and off the pitch​

  • Home Nations highlights from 2020

    Black History Month

    As Lead Partner of the Home Nations we celebrated Black History Month with a range of exclusive programming across our broadcast and digital channels. We sat down with the England’s Lions and Lionesses to discuss a diverse range of stories; principally, across the Black British experience, with a focus on sport with a positive angle.

    Meet the Managers

    Uniquely positioned to do so, we brought together the home nation men’s team managers and worked with BT Sport to provide a much wanted programme to fans, giving a real insight into the role and life of an international manager.

    Seen by over 200,000 people, the show was the most watched non-live programme on BT Sport the week it aired.

    What went down

    At a time where there was no live football, we teamed up with BT Sport to fill the void for the fans. We used our unique access to the home nation men’s team managers, to reflect on some of the biggest games they’ve been involved in, from Champions League Finals to European Championship success.

  • BT will use its digital innovation and broadcasting expertise to inspire a new generation of girls and women to participate in football, on or off the pitch

    Ultimate Goal

    We partnered with BT Sport to produce a six-part reality TV series that aimed to advance the careers of promising female football players. Hosted by former Lioness player, Eniola Aluko, Ultimate Goal captured the highs and lows as 28 women trained and fought for the chance to become future stars of women’s football.

    The series forms part of our strategy to inspire more women and girls to get involved in football on and off the pitch.

    FA Playmaker: The Club

    As official supporting partner of The FA Playmaker, a new digital entry level course for football volunteers, we released ‘The Club’. Our aim is to recruit an army of volunteers and make the grassroots game stronger than ever.

    ‘The Club’ tells the story of a mother of a football-loving daughter who goes on a journey to become a football volunteer, having no association with the game before. We’ve set the target of connecting 100.000 new volunteers with grassroots football by 2024, 50,000 of are which to be women.

    The advert premiered on BT Sport HD 1 during The FA Community Shield 2020, which led to a 57% in course enrolments. 

  • BT will combine the power of its technology, innovation & partnerships to inspire the next generation of para and disability players and increase national support for Home Nations teams​

  • We will create a network of connected grassroots football clubs across the Home Nations to break down barriers and improve digital, education and football skills for communities across the UK​

    Connected clubs

    Our ambition is to connect over 200 grassroots community football clubs across the home nations ​with a package of BT products and services, including wi-fi, broadband and landline.​

    Despite complications caused by Covid-19, we have been able to connect 50 clubs remotely since May 2020. In the next six months, we will reach out to a further 128 clubs ensuring we hit our target of 100 clubs connected in the first year of our partnership.

    The FA Playmaker
    The FA Playmaker

    FA Playmaker​

    We launched the FA Playmaker course to BT employees via a live broadcast from the BT Sport studio. ​

    This recapped on the 4-3-3 strategy and landed the importance of volunteering for when the grassroots ​football returns.

    Work Ready

    A key objective for the Home Nations partnership is to support the overall BT brand objective of upskilling ​10m British people with essential digital skills. To do this we redesigned the Work Ready comms to tap into​ Northern Ireland’s passion for football, reaching & attracting new audiences to the course taking place in ​Belfast. ​

    We engaged football fan platform COPA90, to help us capture and tell the story of Michael, one of the​ participants who joined the Work Ready course thanks to his love of football & BT’s promotion of the ​opportunity with the IFA. ​

    Key connections

    We rewarded the children of key workers who were still attending primary school in lockdown by virtually ​connecting them to male and female Home Nations players who were former pupils themselves.  ​

    We created both combined and individual home nation FA content edits, that were organically shared ​across BT and each FA's social channels.​

    As part of the wider BT business objective, we included a call to action in the edits for parents who are ​home-schooling their children to visit the ‘Skills for Tomorrow’ website for resources that could help support them.​

  • A cracking team of 50 BT colleagues, hand-picked from around the business. Passionate about football, digital skills, women in sport and supporting people with disabilities; the 4-3-3 Squad will help us lead the charge over the next five years.

    The 4-3-3 Squad

    When it comes to connecting people through the power of football to each other; to the digital skills they need to flourish and to the volunteering opportunities that exist through local sport – there’s none more passionate than those in our 4-3-3 Squad.  The face of BT’s FA Home Nations partnership, they’re committed to changing lives through the transformative power of football.  Here’s a snapshot of a few of our Squad:

    Andrea Kilgour

    Andrea Kilgour

    Local club - Liverpool FC
    Interests - Para and special ability community football
    Skills - Loud, very loud.  Solid side line supporter
    Favourite player - Kenny Dalglish
    Key facts - Andrea Kilgour, is a loyal Liverpool supporter.  She’s also a committed fundraiser for both national and local causes and is passionate about introducing the transformative power of football to a wider section of communities – especially people with emotional and physical needs.

    Charlie Sizer

    Charlie Sizer

    Local club - Hull City FC
    Interests - Getting more girls and women into football
    Skills - Mentoring / community outreach
    Favourite player - Kelly Smith.  England’s greatest female player.
    Key facts - Charlie Sizer, is a dedicated supporter of women’s football.  Her ambition is to play a key role in the pathways at grassroots for young girls in football, providing them with the opportunities that she didn’t have growing up, and to create role models for them to aspire to. ‘Football is a universal language across the world, if we achieve greater equality in football, we will inspire equality across all other areas of society too,’ she says.

    Allan MacMillan

    Allan MacMillan

    Local club - Rangers
    Interests - Grass roots football and a love and passion for the game
    Skills - Drive to help people achieve their dreams
    Favourite player - Davie Cooper – genius 
    Key facts - Allan MacMillan has a love and passion for the game of football which has been further enhanced watching and coaching his two sons develop technically into brilliant young football players. Allan delivers BT Workready courses to young people all over the country and helps them identify aspirations and ultimately land their dream job. He brings to the squad a drive to help others believe in themselves and achieve their dreams.

    Casey Cucciniello

    Casey Cucciniello

    Local club – Penarth Wanderers Vets
    Interests - Youth mentoring / sport technology
    Skills - Amateur player / super fan / volunteer
    Favourite player - Ronaldo (Brazilian).  Total legend.
    Key facts - Proud Welsh Italian, Casey Cucciniello, is passionate about three things: football (and rugby) – it’s in his genes; the technology behind the game and giving back to his local community through youth mentoring. So, it’s no surprise that when the opportunity arose to reach even more people through the power of football as a 4-3-3 Squad founding member – he was first in line.

    The FA Playmaker
    The FA Playmaker

    Building an army of FA Playmakers at BT

    As the face of BT’s FA Home Nations partnership and 4-3-3 Game Plan, our 4-3-3 Squad has been busy recruiting colleagues to provide the first 1,000 FA Playmakers from within BT to help create a larger, more diverse and confident volunteer workforce ready to grow and support grassroots football and bring people back together when it’s safe to do so.

    Making football happen

    John Palmer is a Help Tech Expert and one of our 50 x 4-3-3 Squad Founding Members. John has been heavily involved in grass roots football for the past 12 years as vice chair for Syston Town Juniors FC in Leicester where he co-manages and coaches the U8s Warriors with his 19 year old son Zak.  John has been busy signing up colleagues as FA Playmakers across the summer.  And newly qualified FA Playmaker, Dale Harris, from BT Leicester Live Connections now helps out as a volunteer coach with the U11s girls at John’s local club in Syston. 

    John Palmer
    John Palmer

    Local clubs like Syston are crying out for volunteers. Our U11s girls’ team might not have become a reality if Dale hadn’t stepped forward to assist club coach Dave with this fledgling team. In just three weeks, Dale is already a hit with the team and fellow volunteers at the club and has successfully run his first match.

    John Palmer

    I used to do a bit of football coaching back in college and I’ve been wanting to get back into it for a while. The FA Playmaker course gave me the entry level skills I needed and the confidence to get stuck in at Syston FC. John has been a brilliant support in helping me settle in at the club. So too has my line manager who’s agreed to a flexible shift to allow me to get to practice sessions with the girls every Wednesday at 4pm.

    Dale Harris
  • Our 4-3-3 strategy work has been recognised across the nation

    Sports Industry Awards 2020 - Deal of the Year

    Deal of the Year

    Highlights our organisation and individuals that are working to unleash greatness, enable value and demonstrate innovation within the sport industry. This award recognises the ambitious and innovative thinking we have done to achieve solutions and clearly demonstrates the added value created for all parties involved. 

    Leaders in sponsorship

    Leaders in Sponsorship

    Our sponsorship has showcased an effective and unique partnership through the creation of unique activations. We’ve been recognised as working effectively with various stakeholders to deliver increased engagement and results during COVID-19.