Big Football Day and The National Lottery

ITV

Client: Allwyn, The National Lottery

The cobbles have hosted weddings, funerals and even a tram crash - but never football. That changed when ITV and Allwyn, operator of The National Lottery turned Britain's most famous street into its most famous grassroots pitch, helping inspire thousands more woman and girls to play at The Big Football Day. Clubs that hosted it grew female teams by 17% and female players by 18%, dramatically outperforming clubs that didn't take part (4% and 8.9%).