We manage the media relations for MAN v FAT Football, a healthy lifestyle and well-being programme for overweight and obese men.

MAN v FAT Football combines the beautiful game with weight loss, men take part in six-a-side football matches, while pounds dropped off the pitch combine with results in games to contribute to a team’s standing in their league. Over 8,500 men take part at 150 clubs acrss the UK.

In the most part, our role is geared towards generating sign-ups for clubs that have spaces for new players, working closely with the MAN v FAT team to identify and prioritise regions of the UK where support is required.

Our team uses MAN v FAT data and player weight loss stories to create stories pertinent to national and local media. To date, coverage has been placed on Sky News, the BBC News Channel and regional TV from all four corners of the UK, including BBC London and Look East in the South, and ITV Tyne Tees and STV (Scotland) in the North.

In addition to broadcast, stories supporting the programme and the achievements of its players have been placed in many of the UK’s most influential news outlets, such as the Daily Mirror and Daily Telegraph, reaching millions of people across the country.

Following coverage appearing, in most cases, featured clubs see an uptick in new player sign-up requests.

“We’ve really enjoyed working with Astute to get MAN v FAT represented in local, regional and national media. Their work has undoubtedly seen the profile of the MAN v FAT programme raised around the country and has meaningful outcomes in terms of growing our numbers in our clubs across the UK. They have the magic touch when it comes to getting media coverage and we are incredibly grateful for their work.”

Matt Hudson, Marketing Director at MAN v FAT Football