The campaign highlights that, by playing The National Lottery, over £6 billion has been raised for grassroots sports, transforming the game for women and girls.
Allwyn, operator of The National Lottery, is partnering with ITV and the FA this summer to highlight The National Lottery’s ongoing support of women’s football in the UK, with a campaign running across the UEFA Women’s Euros tournament.
The campaign, produced by ITV Creative, will drive awareness of the fact that over £6 billion has been raised by National Lottery players for grassroots sports, enabling more women and girls to enjoy football and growing the women’s game. The ad showcases young footballing talent and charts their journey from grassroots training to their stadium moment – powered by National Lottery players.
Allwyn is also working with the FA to inspire more girls and young women to try the sport at a grassroots level by taking part in Big Football Day – powered by The National Lottery – across the summer.
The centrepiece of the campaign is an exclusive event on Saturday 12th July: a once-in-a-lifetime football experience taking place around the iconic Coronation Street cobbles. Girls’ football teams from across England and Wales that have benefitted from National Lottery funding will be invited to take part in the event, including a series of football-related activities and skills workshops with sporting legends. They will receive expert coaching on location at one of the UK’s most recognisable TV sets.
Jill Scott, former Lioness and I’m a Celebrity winner, fronts the wider campaign and will also be a key part of the Coronation Street event.
In a deal brokered by Allwyn’s media agency, Hearts & Science, the campaign will launch during the England vs Jamaica friendly on Sunday 29th June, and runs across ITV – including Women’s UEFA Euro 2025 games – from 29th June to 27th July.
The campaign will also reach digital audiences with bespoke video content running on YouTube and social channels.
Allwyn’s Marketing and Product 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.
“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.”
Simon Carr, Chief Strategy Officer at Hearts & Science, added: “This campaign brings together cultural icons, sporting heroes and community purpose in a way that’s powerful and unique. With TV, digital and social working together, this partnership builds reach, relevance and emotional impact at scale.”
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."
