The National Lottery operator Allwyn has collaborated with ITV and the FA to support women’s football in the UK.
The operator has unveiled a new campaign that will run throughout the UEFA Women’s Euros tournament starring former Lioness Jill Scott.
Produced by ITV Creative, the marketing drive aims to highlight that over £6 billion has been raised by National Lottery players for grassroots sports, which, according to the operator will allow more women and girls to enjoy the sport.
Allwyn’s marketing and brand director, Steve Parkinson, said: “Partnering with ITV to highlight The National Lottery’s funding for grassroots sports, and bringing The FA’s Big Football Day to life in an instantly recognisable setting, is a brilliant way to celebrate players’ ongoing support for women’s football.
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“We wanted to celebrate community sport in a truly creative way – and to give all involved an unforgettable experience. It’s also a great opportunity to give a powerful reminder to National Lottery players that, every time they buy a ticket, they’re helping to fund grassroots sport and inspire the next generation.”
The work follows young footballers as they move from grassroots training to “stadium moments”.
As part of the campaign, Allwyn will host a football-themed experience taking place around the Coronation Street cobblestones. Any girls’ team from across England and Wales that has received National Lottery funding will be invited to take part in the event.
Bhavit Chandrani, director of BE Studio at ITV, said: “Nothing brings the country together like live sport and the Women’s Euros is the key event of this summer. This campaign beautifully highlights the enormous growth and development of the sport, and at BE Studio, ITV’s dedicated hub for branded entertainment, we’re proud to be partnering with The National Lottery to bring it to ITV’s audiences.”
The deal was brokered by the operator’s media agency, Hearts & Science.
