Under the new agreement, The Herd will manage CP Academy’s performance marketing activity in Coventry, using data-driven paid media, SEO and social campaigns to increase player sign-ups, raise awareness of its programmes and engage more parents across the region. The Herd has also been appointed to design and build a new CP Academy website that will better showcase its programmes, streamline enquiries and sign-ups, and provide a central hub for parents and players.
As part of the brief, The Herd has also been appointed to help develop and launch CP Performance, a new app designed specifically for CP Academy’s football students. The app will host a library of drill videos to support technical development, physical conditioning and game understanding, alongside a series of therapy and mindset videos focused on confidence, resilience and the psychological side of the game. CP Performance aims to give players and parents a single, accessible platform where performance, education and wellbeing come together.
Leveraging its experience across digital strategy, creative and tech, The Herd will work closely with CP Academy on the user experience, content structure and branding of the CP Performance app to ensure it reflects the academy’s philosophy and is simple for students to use every day. Once launched, The Herd’s performance team will run targeted campaigns to drive downloads, usage and long-term engagement with the platform.
The partnership also extends beyond the UK. CP Academy has chosen The Herd to spearhead its expansion into Dubai, where the academy will be working with schools and partners to bring its coaching model to a new international audience. Dubai’s fast-growing ecosystem of international schools and private football provision presents a significant opportunity for high-quality coaching and holistic player development. The Herd will support market entry with tailored digital campaigns, localisation of messaging for parents and schools, and creative assets that tell the CP Academy story to a global market.
Paul Scanlon, CEO of The Herd, said:
“CP Academy is doing incredible work in developing young players not just as footballers, but as people, and that aligns perfectly with what we stand for at The Herd. We’re excited to bring our performance marketing expertise and digital product experience to CP Performance, helping more students access world-class coaching and support both in Coventry and internationally as the academy grows into markets like Dubai.”
Callum Powell, Founder of CP Academy, said:
“At CP Academy, our mission has always been to create an environment where players can grow technically, physically and mentally so they’re prepared for every challenge on and off the pitch. Partnering with The Herd to power our marketing, build our new website and help develop the CP Performance app means we can reach more aspiring footballers, support them with structured drill content and therapy-style resources, and take that same standard of development into our new school partnerships in Dubai.”
The collaboration brings together CP Academy’s on-pitch expertise and The Herd’s specialism in performance media, creative and digital innovation, with a shared commitment to helping young players unlock their full potential in Coventry and beyond.
