In a move to boost grassroots football across the UK capital, the London Football Association (London FA) has revealed its ambitious four-year initiative, London For All. 

The launch has been orchestrated by creative comms agency Hatch. The agency’s approach involved a 12-hour event that symbolically represented the five pillars of the London FA’s new strategic plan.

The launch day began at City Hall, the headquarters of the Mayor of London, patron of the London FA. Paul Bickerton, CEO of London FA, kicked off the proceedings with a symbolic ‘pass’ that was amplified across social and organic media platforms.

London FA’s reach includes more than 950 clubs, 5,500 teams and 70,000 registered players, including 30,000 youth players and 650 players with disabilities.

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“Grassroots sport, particularly football, is a huge passion for the team at Hatch and we are inspired by the new strategy to deliver an exciting launch for London FA,” said Hatch managing partner Matt Peden. “The new brand will no doubt resonate and appeal to a new generation of football enthusiasts across the capital, so we’re really pleased to have been chosen to work on such a compelling project for a great team.”

“It was an incredibly proud moment for London FA to reveal months of hard work and consultation with our members, the FA, and our neighbouring County FA colleagues,” said London FA CEO Paul Bickerton. “Our vision is to serve London’s grassroots football family and Hatch’s response to our RFP [request for proposal] was in-line with our approach. We’ve really enjoyed working with them to help deliver this to members and stakeholders alike.”