Online marketplace heycar has partnered with football ace-turned-pundit Jermaine Jenas as its BT Sport FA Cup campaign gears towards the final rounds.
With fans still unable to get to cup ties in person, the partnership will see Jermaine bring supporters together through collective FA Cup nostalgia as part of the brand’s ‘feelgood’ messaging.
The ex-England midfielder, who played for Tottenham Hotspur, Newcastle, Aston Villa and Nottingham Forest in a glittering career, retired in 2016 and has since become a respected commentator and analyst on Match of the Day.
The partnership will see Jenas create a content series with heycar, where he will connect with football fans across the UK.
They’ll share their favourite moments from classic FA Cup games and the road trips they took to get there – from a Man City fan sneaking onto a Wigan only bus to Wembley, to a lifelong Wolves fan cheered on their way by bridges full of rousing supporters as the convoy of cars embarked on the journey to the final.
Jenas will also share his top footballing memories – from childhood and through to his professional career – with the aim of making fans feel closer to this season’s competition while they watch from home.
The partnership comes after heycar was announced as the official broadcast sponsor of this season’s Emirates FA Cup on BT Sport in January; which has seen the brand sponsor BT Sport’s FA Cup broadcast coverage as well as live streams across app and online.
“With fans everywhere missing their road trips to games and making memories supporting their teams, we wanted to try to fill some of that gap in this season’s FA Cup”, said Tracy Wood, chief marketing officer at heycar.
“Jermaine is one of the best-known faces on screen thanks to his punditry and getting together and swapping stories about the games, trips and players we all remember is the perfect way to drum up that ‘feel good’ mentality fans typically enjoy around this tournament – despite only being able to watch from the sofa right now.”