Exploding the "Biggest Ever Football Session"
The FA
MatchFit has worked with The FA on the Biggest Ever Football Session (previously known as Let Girls Play) for four seasons. Each year, the brief is to go one bigger than the year before.
What started with 10s of thousands of girls playing, turned into a government bill dedicated to driving equal access to football for young girls in schools - and our brief was to drive home the storytelling around this, and celebrate the array of young girls now playing the beautiful game.
To make the 2024 BEFS bigger and better than ever, we look to strategically look at areas of the game that weren't all based on the usual game on the pitch - from coaching, to freestyle, to EDI in football, to refereeing and more.
This opened up BEFS to a broader array of young girls who might find their love of football through other means. We worked with an array of influencers and talent to broaden out these areas of focus, and worked with schools across the country on a series of media days.
Year on year, each BEFS has seen an incredible amount of young girls playing simultaneously, with 475k achieved in the 2024/25 season. Tens of pieces of media coverage were achieved with the likes of BBC News, ITV News, Sky Sports News and more, in addition to an array of influencer outputs with Lia Lewis, Jodie Ounsley, and more.
