Army tactics get football analysis treatment in Channel 4 UEFA Under-21 ads

The Army will see its tactics get a football analysis-style review as it sponsors Channel 4's coverage of the UEFA Under-21 Championship.

The adverts will feature on eight live games on Channel 4 and 12 group stage matches on 4Seven, as well as social media clips on Channel 4 Sports.

This includes all three of England's group matches in the tournament that kicks off on 11 June.

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The sponsorship will feature soldiers on patrol styled as tactical analysis segments similar to the punditry included on live football coverage.

The Army hopes to draw comparisons to teamwork between troops and footballers to engage the watching audience and boost recruitment.

The segments will appear during coverage of England's matches against Czechia, Slovenia and Germany.

Major General Joe Fossey OBE said: "We're proud to support Channel 4's coverage of the UEFA Under-21 Championship as part of our ongoing commitment to championing young talent.

"Just like the players on the pitch, our people are driven by purpose, teamwork, and the desire to make a difference.

"Through this partnership, we hope to show that wherever you come from, You Belong Here – and you can go far."

It is not the first time the Armed Forces have advertised on the network, with the RAF Reserve previously sponsoring programming on Channel 4.

Content solutions leader Rupinder Downie said: "By broadcasting the entire UEFA U21 tournament live for the very first time, Channel 4 has shown its commitment to showcasing incredible young sporting talent, and we're delighted the British Army will become a part of this journey.

"Channel 4's free-to-air reach, allied to sport, is a compelling offer for brands."