A record-breaking 46.7 million people in the UK tuned in to watch women’s sport on TV in 2023, with 21.2 million watching the Women’s World Cup Final.*
 

Building on this incredible momentum, our 2025 campaign is set to go even further, launching an on-pack promotion and supporting in-store activation through a high-profile charity partnership to keep women’s football front and centre during the UEFA Women’s EURO 2025 tournament.

​

In collaboration with Mars Wrigley, the campaign heroes three standout England players and features KIND and Extra products at its core. Shoppers have the chance to win a daily cash prize while supporting Women in Sport, a charity dedicated to breaking down barriers for women and girls through sport. To deepen engagement, we created retailer-specific entry mechanics, including a bespoke football score-to-win game for Sainsbury’s, ensuring the promotion feels relevant and exciting in every store. The campaign not only drives purpose and interaction in-store with a wealth of POS, but also continues to raise the profile of women’s football across the UK.