BT will use its digital innovation and broadcasting expertise to inspire a new generation of girls and women to participate in football, on or off the pitch

Ultimate Goal

We partnered with BT Sport to produce a six-part reality TV series that aimed to advance the careers of promising female football players. Hosted by former Lioness player, Eniola Aluko, Ultimate Goal captured the highs and lows as 28 women trained and fought for the chance to become future stars of women’s football.

The series forms part of our strategy to inspire more women and girls to get involved in football on and off the pitch.

FA Playmaker: The Club

As official supporting partner of The FA Playmaker, a new digital entry level course for football volunteers, we released ‘The Club’. Our aim is to recruit an army of volunteers and make the grassroots game stronger than ever.

‘The Club’ tells the story of a mother of a football-loving daughter who goes on a journey to become a football volunteer, having no association with the game before. We’ve set the target of connecting 100.000 new volunteers with grassroots football by 2024, 50,000 of are which to be women.

The advert premiered on BT Sport HD 1 during The FA Community Shield 2020, which led to a 57% in course enrolments.