This summer, we delivered a best-in-class campaign for the Lionesses as they pursued a second Euros title. Our core marcomms objective was to create a tournament-winning external environment, under the mantra: Galvanise the Nation. Enhance Performance. Grow the Game.

We built the best-ever Lionesses Basecamp, creating a motivational environment for players, coaches, and staff. Our boundary-pushing squad announcement – two innovative films featuring leading talent – captured national attention and set the tone for the tournament. We amplified supporter engagement through Lionesses HQ, launched an equal-access drive via Made for This Game, delivered a culturally resonant kit launch, produced a dedicated podcast, and staged a celebration event that generated one of the year’s most viral moments between Sarina and Burna Boy.

The results: brand perception at record highs, increased grassroots participation, record partner investment, channel-breaking metrics – and ultimately, another trophy.