30
December
2025
•
2
min read
1284 Communications has been commissioned to provide comms support to FSD's vision for a sports and education campus in one of Leicester's most deprived areas.
FSD FC CIC - the social enterprise established by FSD Academy founders Matt Piper and Owen Johnson - is working to transform the 17-acre Mowmacre Sports Ground.
Its ambitious plans for the site include alternative education provision, community spaces, startup units for local entrepreneurs, and a host of new sports facilities.
1284 will tell the story of the project in a way which attracts partners, funding, and long-term community support.
The site already hosts classrooms providing alternative education for young people outside of mainstream settings, where they learn alongside grassroots footballers and local enterprises.
1284 managing director, George Oliver, and account executive Lauren Cropper, have been attending development group meetings since the summer.
A plan has taken shape over recent months, led by BBC Leicester matchday commentator Matt and his childhood friend Owen, with support from 1284 and a group of specialists which also includes:
• Small business PR tips
• Regional media updates
• Local innovation & funding
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1284 has been commissioned to design and deliver comms as the group prepares to submit a planning application in 2026.
It will use its CommsTally® system to develop a strategic narrative and media support for the project, before creating a 16-page MSEC brochure for use by project stakeholders.
George said: "We are looking to tell the story of FSD’s success record over the last decade, building it up into a narrative that resonates with partners.
"There is a lot to get in - for example we learned early on during our discovery that almost half of the first 21 BTEC students to go through the FSD programme went on to work for the organisation itself supporting further positive engagement."
The campaign will also draw on FSD FC CIC’s five‑year strategic objectives, which set out clear targets for site development, multi‑sport provision, health and wellbeing activities, and an on‑site enterprise and employment hub.
It will also create a funded PhD opportunity under a research project backed by the Leicestershire Universities Partnership.
"There are lots of announcements yet to come which show that MSEC is going to become a long-time community asset, rather than being a one-off project," added George.
