As football’s summer transfer window opened, we launched the Career Transfer Hub in partnership with Rio Ferdinand, TV co-star Reshmin Chowdhury, and the Rio Ferdinand Foundation.

This came as we revealed parents are more clued-up on football transfers than their own teens’ futures, spending five hours more each month engaging with football than their children’s education options. To tackle this, the hub gives parents access to information about their child’s education options, just like football agents have transfer insiders, negotiation teams and career scouts. The campaign aims to make career conversations as compelling as a deadline day deal by harnessing the excitement of the transfer window to engage parents in education options, such as T-levels, apprenticeships and HTQs.

We’ve scored some coverage goals already with trophy pieces in the Independent, Daily Express and on talkSPORT. Watch out for the second half of this campaign in September.