2 PACESETTERS McDonald’s and the FA lead the charge at the Women’s EURO 2017 McDonald’s highlights grassroots at WEURO’s Superstars salute the Lionesses Through an exclusive broadcast partnership with Channel 4 , McDonald’s used the UEFA Women’s EURO to highlight their commitment to UK grassroots football. Recently, the FA has committed to increasing participation in women’s football. The Women’s Euro’s has provided an exciting launchpad for this. To rally support ahead of the tournament, the FA launched two campaigns with Little Mix and Disney. McDonald’s have been a UEFA Women’s EURO sponsor since 2005 and this summer marked their fourth major Women’s football tournament. Their support of the UEFA Women’s EURO reflects the company’s ‘Football for All’ ethos, promoting inclusivity in sport. As part of their European sponsorship agreement with UEFA, McDonald’s offered a once in a lifetime opportunity for children based in the UK to walk out as a Player Escort in the Netherlands. Four Player Escorts were flown with their parents to ENG v SCO and 1 family won a bumper package for 4 to the Final. Thousands of families entered this years’ Player Escort competition which ran in conjunction with the McDonald’s Better Play Grassroots campaign . Many sponsors are caught up creating activation campaigns specifically for the event they are sponsoring. However, McDonald’s successfully used this strategic partnership to shine a light on their primary football message for 2017: ‘15 years of Supporting Community Football’ in the UK. This reinforces their legacy as the longest serving grassroots sponsors across the UK. The FA’s partnership with the popular girl band, Little Mix, saw the creation of the #Salute campaign. In using their song ‘Salute’ the FA have recycled the lyrics and signature ‘salute’ dance move to create a music video; this has allowed the FA to engage with Little Mix’s young fanbase. The campaign also saw cameos from members of the men’s and women’s England teams, such as the pictured Jamie Vardy. Alongside their collaboration with Little Mix, the FA have begun their first campaign with Disney . ‘Dream Big, Princess’ demonstrates the motive behind Disney’s new partnership with the FA. The series of short films featured the England women’s football team discussing their determination to overcome barriers in their footballing careers. Members of the public were also invited to share their own inspirational and motivational images of young girls using the hashtag #DreamBigPrincess; ensuring the lionesses have an ever-growing line of followers and thus inspiring new recruits for the future.