Big Football Day and The National Lottery

Client: Allwyn and the FA

The cobbles have hosted weddings, funerals and even a tram crash - but never football. That changed when three powerhouse brands - ITV, Allwyn, operator of The National Lottery and the FA - turned Britain's most famour street into its most famous grassroots pitch, inspiring thousands more women 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%).