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Case Study: Heroes of Tomorrow

12 February 2014

Find out how Henman Communications used tennis to activate a CSR initiative for Norwegian energy company Statoil to support talented youngsters in the UK.

Case Study: Heroes of Tomorrow

Campaign: Heroes of Tomorrow
Client: Statoil
PR Team: Henman Communications
Timing: 14-month campaign to December 2013


Henman Communications was retained in September 2012 to activate Statoil’s corporate and social responsibility initiative called Heroes of Tomorrow. In its second year of engagement with Henman, the Norwegian energy company, which is one of the most significant importers of natural gas to the UK, wanted to continue to give its support to talented young people in sport, culture and education in the UK, helping them to become the heroes of tomorrow.


Henman was briefed to:

  • Engage with people in the UK and help them understand what Statoil does.
  • Have Statoil make a broader contribution to UK society.
  • Develop corporate social responsibility initiative for Statoil by encouraging young people to participate in tennis.
  • Create role models for young people to help encourage them to participate in sport.



It was decided that the overall campaign would focus on tennis, with Statoil becoming title sponsor of the Statoil Masters Tennis, the ATP World Tour’s Champions Tennis Tournament at the Royal Albert Hall in December.

Player sponsorship was also given to former women’s British No 1., and former top 40 WTA player, Heather Watson, who is also an ambassador for Statoil’s Heroes of Tomorrow initiative. Heather also ran a junior coaching clinic with Tim Henman MBE on court at the Royal Albert Hall.

Heather said: "As an ambassador for Statoil’s heroes of tomorrow programme I get the opportunity to help kids become involved in the sport I love. I hope I can be a good role model for these children and motivate them to get outside, play tennis and reach for their dreams. The work I have been able to do as part of the programme with Give It your Max is amazing. The kids are always so enthusiastic to learn and I hope I can inspire them because they have certainly inspired me."

An online and in-paper VIP ticket giveaway for Statoil Masters Tennis was also organised in partnership with the London Evening Standard.

Henman undertook press office management at the Statoil Masters Tennis.

Statoil become the corporate sponsor for Give It Your Max, a UK charity that pays for tennis coaches to introduce and teach tennis to children aged between five and 10 years old. Statoil wanted to enable more young British children in Statoil’s local community of Paddington to access coaching from qualified coaches and have the opportunity to discover their talents.

Activity also included drafting an advertorial feature for Give It Your Max for the Statoil Masters Tennis programme, and media space was bought for a series of full-page adverts in tennishead magazine to create brand awareness for the Heroes of Tomorrow initiative.

Heroes of Tomorrow Coaching Clinic

Heather Watson was joined by Tim Henman, Virginia Wade and Sir Trevor McDonald to share stories of their childhood sporting heroes with children from Give It Your Max.

The foursome shared memories of sporting icons from their childhood to highlight Statoil’s Heroes of Tomorrow programme.

Oyster Card Wallet Giveaway

The team decided that the London Evening Standard would provide the perfect platform for Statoil to partner with to distribute Statoil Oyster card wallets, featuring Heather Watson and the slogan, 'We Support The Heroes of Tomorrow'. More than 60,000 wallets were distributed with copies of the paper in December 2013.


A series of corporate videos about Statoil UK’s 'Heroes of Tomorrow' initiative were created, as well as an inspirational film to promote Satoil's backing of talented young people in sport. An experiential marketing event was also held at Paddington train station, featuring jugglers and stilt walkers.

Heather Watson also launched a new Give It Your Max tennis venue and gave a Junior Q&A to school children at their assembly.

Henman also ran the social media for the entire Heroes of Tomorrow campaign.


  • Statoil featured in more than 50 publications across newspapers, magazines, websites and online media including: the Daily Mail, the guardian, London Evening Standard, tennishead magazine, BBC Sport, BT Sport, Metro UK, Daily Express, Fox Sports, AOL Sports and MSN Sport.
  • Heroes of Tomorrow presence on social media sites: Retweets from British Tennis (36,890 followers), WTA (156,458 followers) and Heather Watson (27,213 followers).
  • To date, Give It Your Max has enabled 33 schools and 52,000+ children to be introduced to tennis.

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