England Football

Creating Chances For Everyone

Driving participation in football by connecting grassroots to the elite game.

The Brief

Home of grassroots football, The FA were looking to excite, engage and maintain the newly launched England Football channels through social stories linking the grassroots game to England’s elite, leading to active participation like never before.

Creating Chances For Everyone

We conducted in-depth audience profiling of those within the England Football ecosystem; youth players, parents, coaches, fans, officials and volunteers. Through building our understanding of football culture and associated social media behaviour, we create stories that resonate with each audience group.

Integrating Grassroots Partners

We work with each partner team e.g. Weetabix Wildcats, Snickers Just Play, and Disney, to differentiate and bring clarity to each programme, driving participation through the digital ecosystem.

Always-on Content and Community Building

From initial launch, we’ve led the planning, production, and community building across all England Football channels ranging from launch films with Gareth Southgate to telling everyday football stories of local referees and Sunday League managers.

Ella: A Modern Day Fairytale

We proposed and re-wrote a traditional Cinderella tale through the eyes of a young footballer, tackling some of the biggest issues facing girls’ grassroots participation in the game.

A further voluntary partnership established with Alex Scott – and with a cameo from Leah Williamson – saw the animated book narrated by the ex-Lioness as the mechanism to introduce girls to football through Disney storytelling.

We got the attention of the mainstream media – including high profile sponsors like Nike – and raised the profile of the Shooting Stars programme. Syndicating the content far and wide with players, celebrities and relevant media, we reached a younger and more diverse female audience than ever before for England Football.

Creating Chances For Everyone