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eBay's Dream Transfer

Markets worked in:

Services Provided:

+Celebrity Relations
+End to End Creator Management
The Brief

Between the money and the clout, football’s transfer window has changed the face of the sport.

It’s meant grassroots clubs have been left behind.

Fuelled by its own community, eBay spotted this and decided it was time to democratise deadline day like it democratised selling and shopping online.

This campaign was all about giving back to local football-loving communities.

In collaboration with other agency partners, we were tasked with contracting a famous retired footballer to lace up for a Sunday League team.

In true Connects fashion, we bagged not one, but two MVPs…

The Approach

eBay partnered with Football Beyond Borders, a charity committed to changing the lives of football fanatics.

For a fiver an entry, Sunday League teams could win a one-match-only walk on from Brazilian baller Roberto Carlos or England lioness Eni Aluko.

But how did we get here? We know eBay identifies an industry trailblazer, as a leading global marketplace, so we had to work with celebs of the same calibre.

Enter Roberto and Eni, two absolute legends of the game, aligned seamlessly with eBay’s brand philosophy.

Once sourced, we contracted and managed all aspects of the communication and briefing for the celebrities, up until the big day.

The Results

A true turnout for the books. On Saturday 18th February, Eni Aluko was called up for Pevensey and Westham FC vs. Ringmer AFC.

Naturally, this led to their best performance of the season so far at Langney Sports Club against their local rivals.


Likewise, Roberto dusted off his shin pads for the first time in seven years in support of Bull in the Barne United on Friday 4th March.

As if that wasn’t enough, the OG of OGs Chris Kamara commentated the matches. And honestly, it was unbelievable Jeff.

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