Case Study / June 4, 2019

Lionesses

World Cup Squad Announcement

A squad reveal like no other to generate excitement for the Women’s World Cup, putting relatively unknown players in front of an audience of millions
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To mark the start of the Lionesses journey to the 2019 FIFA Women’s World Cup, 23 squad members were unveiled by 23 world famous celebrities on social media. Some of the biggest names in sport, entertainment music, film and even royalty, came together to reveal the names of each player across a four-hour window on the 8th May which dominated the sports and lifestyle news agenda.

The combined followers of the 23 ambassadors meant that the video posts were viewed more than 6.7m times in the first 72 hours. Working with the likes of Emma Watson, David Beckham, Ellie Goulding and Prince William ensured our Lionesses were debuted to a vast new audience of potentially fans, some of whom may not have even known the World Cup was taking place this summer and almost certainly wouldn’t recognise the names of the players.

As Matt Butler of The i Paper said “The key for the visibility and promotion of the women’s team is that followers outside traditional football fans will have been informed that the national side are indeed playing in a World Cup next month…. if the FA keeps up this level of well-thought-out engagement throughout the World Cup, then expect interest in the side to grow swiftly.”