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League Footlball Education (LFE) manages the apprenticeships at all Football League clubs. LFE aim to excite 16-18 year olds in the educational aspects of their apprenticeships with the football clubs as well as communicating their objectives to key stakeholders.


Given that a high percentage of apprentices are never offered contracts by clubs it is vital that they are encouraged to pursue educational qualifications or other non-footballing careers.

The problem LFE faced was how to communicate dense and often complex information in a manner that would be easily understood and that the youngsters would actually pick up and read when all they really want to do is play football.

They wanted an agency which could help them communicate in a innovative way and make their content appealing to their target audience.


Eat, sleep, dream football! ICG devised a new logo, derived from the shapes on a traditional football.

Angular graphics and photography added visual interest whilst infographics portray detailed information in a clear and intelligible way.

ICG devised a communication strategy to divide complex information into 'bite size' chunks spread over the two-year apprenticeship.

Documents are now presented in different formats and media, all of which are highly visual and convey key messages in a concise manner whilst retaining a football context.

"We are delighted with the broad range of literature produced in partnership with ICG. The presentation has helped contribute to LFE being graded by independent auditors as one of the best providers in this sector."


We have been working with LFE for over 10 years, successfully delivering a programme that apprentices engage with, resulting in increased apprenticeship framework completion.

Our work with the organisation has won awards and the newsletterTouchline produced in partnership with LFE received an Award of Excellence from the Communicators in Business (CiB).

LFE was delighted with the literature produced with ICG, and the new look has helped contribute to LFE being graded by independent auditors as one of the best providers in this sector.

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