England Respect has launched a new video starring Arsenal winger Bukayo Saka, as part of its “It starts with You” content series aiming to highlight the role of coaches in creating a positive environment in which players can thrive.
The campaign has also featured England players Esme Morgan, Ollie Watkins and Ella Toone, all highlighting how their coaches had a positive effect on them.
Discussing his time in the with Arsenal and England Youth Coach Greg Lincoln in the film, Saka says: “Football back then was really fun and he just let me enjoy it. It was not him putting pressure on me or shouting at me or anything, he just let me go and be free and enjoy it.”
He continues: “As a player, you just have a hundred per cent confidence that you can go and be free, express yourself knowing that the coach is behind you.”
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Meanwhile, Saka’s former coach Lincoln says: “The first thing that strikes me when I remember I met Bukayo was his love of the game and I think that’s what really sets him apart.”
“He always had great emotional intelligence from a young age and he would act with that sort of humility, discipline and respect.”
The FA’s head of marketing Freddie Sassoon said: “Football is a sport for all and Saka’s story demonstrates the pivotal role coaches play to ensure young people enjoy a sport we all love.”
He continued: “This is the final video in our content series and I’m delighted that we can showcase positive stories from our England players and their coaches, which will hopefully inspire grassroots coaches to continue being positive in their approach.”
Conceptualised by Matta, the campaign is part of a wider behavioural campaign entitled ‘Love Football. Protect the Game’, which aims to drive a more positive atmosphere within the sport.
A new logo for the campaign has recently launched, which can be seen across football armbands in Emirates FA fixtures.
