Case Study / August 8, 2017

The FA

Salute the Lionesses

Using music to promote women’s football amongst a target audience
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The FA needed a campaign to raise awareness of women’s football and particularly the Lionesses ahead of the UEFA Women’s Euro 2017.

Nothing stirs passion amongst teenage girls more than their favourite music artists.

In a cluttered sports marketing landscape it is difficult for women’s sport to get the air time it deserves.


A key contributor to a team’s performance in an international tournament is the support of their nation.

The Idea

Create a nationwide wave of support for the Lionesses through the submission of ‘salutes’ and messages via social media to inspire the team and nation.


We worked with Little Mix to create a unique version of their hit song ‘Salute’ to act as a call to action to the target audience.

Created unique video content that heroed the Lionesses.

We invited sports stars, celebrities, influencers, media and FA partners to submit their salutes and messages of support.

Captured and engaged audiences with salutes on The FA’s owned channels.