Description
Allwyn partners with ITV to celebrate The National Lottery’s impact on women’s football and support the FA’s Big Football Day
Allwyn, operator of The National Lottery, wanted to drive awareness of the fact that over £6 billion has been raised by National Lottery players for grassroots sports to date, and to inspire more girls and young women to try football this summer as part of Big Football Day.
Hearts & Science brokered a partnership with ITV and the FA for a campaign to run across the UEFA Women’s Euros tournament. It centres on an ad produced by ITV Creative and fronted by Jill Scott, former Lioness and I’m a Celebrity winner, which showcases young footballing talent and charts their journey from grassroots training to their stadium moment.
The campaign launched 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 centrepiece of the campaign is an exclusive event on Saturday 12th July, which brings Lottery funded girls’ football teams from across England and Wales to the Coronation Street set at MediaCity for a once-in-a-lifetime football experience.
This professional campaign titled 'Women's football 2025' was published in United Kingdom in July, 2025. It was created for the brand: The National Lottery, by ad agencies: Hearts & Science and ITV Creative. This Film and Integrated media campaign is related to the Lottery industry and contains 1 media asset. It was submitted 19 days ago.
Credits
Campaign: The National Lottery – Women's Football 2025
Client: Steve Parkinson, Marketing and Brand Director, Allwyn
Media Agency: Hearts & Science
Creative Agency: ITV Creative
Creative Director: Alex Mathieson
Creative: Jonathan Clarke-Ezzidio
Director: Paul Quinn
Head of Production: Katie Burrow
Senior Producer: Massimo Paradiso
Producer: Ella Sanderson
Campaign Management Lead: Lara Worthington
Senior Campaign Manager: Andrew Samuels
Production Manager: Brendan Barry
Production Assistant: Laurie Blayney
Sound Mixer: Mark Webster
