Making The FA Matter

The FA: The World's First Subbuteo Set (PR & Influence)

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Women’s Football has evolved to become the top women’s participation sport in the UK; growing attendance figures, ground-breaking sponsorship deals, professional players and leagues are testament to its success. However, there is still work to be done to ensure that the beautiful game is one that is equal ‘For All’, from boardrooms to a… board game!

When we were tasked with driving ticket sales and awareness of the SSE Women’s FA Cup Final, we created a platform to cut through, drive debate and celebrate women’s rightful place in football at every level. We took Subbuteo, a nostalgic, nationally loved game and brought it in the 21st Century. In 70 years of production, only men have been represented in this cult classic, so we created the world’s first all-female Subbuteo set, a 2018 SSE Women’s FA Cup Final edition, demonstrating The FA’s commitment to the transforming the women’s game on and off the pitch. Board games may seem a trivial in the quest for equality but we knew that creation of the new female edition would ignite the attention of the nation and ensure the campaign achieved its aims of driving change.


The campaign exceeded everyone’s expectations.
Not only did it deliver mass coverage (appearing in every national newspaper, and across all major broadcasters), it contributed to record ticket sales for the SSE Women’s FA Cup Final, widespread awareness and unprecedented TV viewing figures. It also had the desired impact of sparking debate among football fans and non-football fans alike and talks are ongoing between Hasbro and The FA to collaborate to recognise women’s football in the future.  


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