Npower has been the title sponsor of The Football League since the beginning of the 2010/11 season.
Its latest campaign marks an attempt to enhance its Corporate Social Responsibility (CSR) credentials.
The campaign is called "What's Your Goal?" and is the latest Npower and football-related initiative. It centres on a competition, fronted by football luminaries or "mentors", including Keegan, QPR manager Neil Warnock, and The Football League's most senior female referee, Sasa Ihringova.
The campaign wants to build "a dream team" of youngsters who will try their hand at sporting jobs, such as referring, journalism, and sports presenting.
The competition will be factored into school lesson plans and runs from today (28 February) to 25 March. The winners will be announced at the beginning of April.
Clare McDougall, Npower's head of education and community, said: "Working with The Football League allows us a great insight into the wonderfully diverse roles found in football and we hope they will inspire young people to really think, 'what is my goal?'"
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