Red Lioness

Client: BT Sports

Agency: Wunderman Thompson UK

1 billion fans tuned in to the 2019 Women’s World Cup on TV. 77,000 packed into Wembley to watch the Lionesses play Germany, in a friendly.

Yet, prior to November 2019, not one pub had committed to consistently promote and show live women’s football.

As primary sponsor of the Lionesses and exclusive broadcaster of the Women’s Super League (WSL), BT had already shown a considerable commitment to the game.

But they wanted to help accelerate women’s football into the mainstream. To get more people watching.

Our Red Lioness Pledge signalled a commitment by pubs to screen and promote every live WSL and Lionesses match, while creating a welcoming environment for all.

This wasn’t just about creating a branded experience. It was about changing pub culture and giving fans of the women’s game a place to call home.

From a target of 150 pledges in 6 months, over 1,000 pubs across the UK, signed up.