Employment Hero has launched a city-wide campaign featuring Leeds United legends Lucas Radebe and Eddie Gray alongside current players, putting the spotlight on the city’s independent businesses.
“All heroes, aren’t we?” was developed by Hero Collective, the employment platform’s in-house creative agency, which led the creative concept and execution.
At its centre is a brand film featuring Radebe, Gray and current players Jayden Bogle, Brenden Aaronson, Ethan Ampadu and James Justin visiting businesses including Bank Top Garage, The Old Peacock and Johnson’s of Wetherby.
READ MORE: Revealed: Prolific North Marketing Awards 2026 shortlist
Built around the line “different jobs, same team,” the campaign draws parallels between the teamwork behind a football club and the people needed to run a small business.
The campaign launches today ahead of Leeds United’s home fixture against Manchester United this weekend. Running until 31 January, it spans a Leeds Station takeover, branded taxis, out-of-home advertising, radio and social.
Maisie Goss, UK VP Marketing at Employment Hero, said: “In Leeds, ‘hero’ usually means the eleven on the pitch. But Leeds legend Don Revie never saw it that way. Eddie Gray told me that his teams were built on the belief that everyone’s contribution matters, and the same is true of this city. Without its small businesses, there’s no city for the club to play in and no community for the team to represent. We made this campaign for the people keeping the lights on, because they’ve never seen themselves on screen before. At Employment Hero, we take care of the back office admin so business owners can get on with what actually matters: building something that lasts.”
Employment Hero, Leeds United’s official HR, payroll and hiring partner, said employment at small businesses using its platform in Leeds grew 12.1% in the three months to September, compared with 2.4% in Manchester and 3.2% across the North.
Separate research conducted for Employment Hero by Savanta found that 43% of Leeds workers had turned down or not pursued a job elsewhere so they could stay in the city. Among those who seriously considered leaving but stayed, family and friends were the main reason, cited by 35%.
Former Leeds United captain Lucas Radebe said: “I came to Leeds from the other side of the world, and the city gave me the chance to grow, to lead and to build my career here. I never felt I had to go anywhere else to do that. It’s great to see so many people making the same choice today, coming to Leeds for their careers and staying because they can grow here. People used to leave Leeds to make it. Now they come here to make it.”
The campaign builds on Employment Hero’s existing activity with the club, including its takeover of the Legends Club at Elland Road and partnership with the Leeds United Foundation.
