FOOTBALL
Moving the goalposts Powerleague CEO Rupert Campbell wants to change the five-a-side business to focus on customer service and innovation. He discussed his ambitious targets with Matthew Campelli
“I
don’t say this lightly,” Powerleague chief
colours. Campbell explains that the panther-like creature
executive Rupert Campbell says just a few
is the ‘Beast of Barnet’ – a big cat that became urban
minutes into our meeting, “we’re here to change
legend in the area after ‘sightings’ in the late-1990s.
the face of five-a-side football.”
According to Campbell, the five-a-side sector has an
image problem caused by a lack of imagination around customer service. And it’s this he’s intent on changing.
The unique crest was the brainchild of Powerleague’s brand director, Casper Nelson, who Campbell hired shortly after taking the reins 15 months ago. “When they first told me about the concept of having
We meet at Powerleague’s Barnet hub, the first
50 different brands I was quite concerned,” Campbell
venue to be revamped as part of the company’s £1m
admits. “I’m a traditionalist; I come from a corporate
refurbishment plan. The rebrand is clearly visible. At
environment and understand that you have one brand
the front of the car park looms a giant totem pole with
and that’s how it works.”
a fierce panther-like creature on the crest. The main building has been turned striking red.
But the idea of creating a club and community feel at each of the sites was too compelling for Campbell
The crest and colour scheme will not be
to dismiss, particularly in light of insight work the
universal across the Powerleague sites;
firm had undertaken which revealed that 92 per cent
instead, each club will have its own badge of
of Powerleague players live within eight miles of the
local significance and matching
The Barnet club is made up of numerous pitches, named after famous players
38 Issue 128 November/December 2016
club where they play.
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