Sean Dyche returns to coaching in unusual Durex advert with Woodley United

Former Premier League manager Sean Dyche has returned to the training ground in an unlikely advertising campaign with Woodley United, as a video featuring the 55-year-old passed one million views within hours.

Dyche was recruited by Durex, the condom manufacturer, for a satirical campaign supporting the English club. He appeared alongside football influencer Steve Bracknell, wearing a blue tracksuit bearing the company’s logo while attempting to guide the amateur side towards better results.

In one scene, Dyche gathered the players into a circle and told them: “Lads, there is still a long and tough season ahead, but the most important thing of all is to enjoy yourselves.”

His advice continued with an instruction for the players to slow down and take pleasure in their training sessions. At the end of the session, he handed out Durex products, describing them as “homework” as part of the spoof campaign.

The video was released in collaboration with the company’s UK account and quickly attracted widespread attention on social media. It generated thousands of comments, with viewers praising the British humour behind the concept.

The campaign has given Dyche a different kind of return to coaching after his latest managerial spell ended with Nottingham Forest. That tenure lasted only 114 days after he took charge in October, replacing Ange Postecoglou, despite having a contract running until summer 2027.

Dyche, who has also managed Burnley and Nottingham Forest, is currently without a club. His latest appearance on the training ground came through advertising rather than a new managerial appointment, combining football with a deliberately unconventional marketing idea.

Woodley United are struggling on the pitch this season. They have collected 10 points from their opening 14 league matches and sit 19th in a table featuring 22 teams.

While the club’s results have been disappointing, its partnership with Durex and the involvement of Dyche have created significant attention away from the field. The deal has placed the 10th-tier club at the centre of discussion among football followers in England.