Serving Up FIFA Women's World Cup Fever

Client: McDonald's UK&I

Every major tournament matters for the continued development of Women’s Football in the UK, from sparking interest in participation opportunities to viewing.

But the FIFA Women’s World Cup 2023 in Australia presented challenges. Southern hemisphere timings meant morning matches in the UK were more difficult for fans to fit into daily life - and weeks before, still no UK broadcasters had done a TV deal. An opportunity to drive visibility of the women’s game in the UK risked being squandered…so as long-term backers of women’s football, McDonald’s saw an opportunity to step in and help fans have the tournament experience they deserved. And Red Consultancy delivered that experience to fans via an integrated PR, experiential and social approach that engaged, inspired and involved fans at every tournament touchpoint, and helped McDonald’s UK become the most talked-about tournament sponsor.