Powerleague: Putting Women’s Football Barriers on the National Agenda

Despite women’s football enjoying unprecedented attention following the Lionesses’ success, many women and girls say they are still struggling to access the game. A new survey revealed that while enthusiasm and appetite are there, structural barriers and lingering stereotypes continue to hold back participation.

Powerleague wanted to spotlight this challenge and show how its facilities and programmes can help bridge the gap. The campaign created a moment for national discussion, positioning women’s football not just as a sporting story but as a wider social issue.

Be Broadcast built a one-day broadcast schedule fronted by players Shannon and Christian, bringing the story into mainstream news and sport across talkSPORT, the Global Radio network, BBC regional stations, and That’s TV.

Challenge

  • Women’s football visibility is rising but grassroots participation is still restricted.
  • Misconceptions and barriers continue to discourage girls and women from playing.
  • Powerleague needed to show its community impact in a credible way.

Key Statistics

  • More than 100 broadcast opportunities in a single day
  • 7.3M reach via one talkSPORT interview
  • Coverage across Global Radio (Capital, Heart, LBC, Smooth) reaching audiences in the tens of millions
  • Regional BBC stations in Leeds, Sheffield, York, Bristol, Gloucestershire, Wiltshire and Somerset
  • TV coverage across That’s TV in more than 15 regions

Action

Be Broadcast designed a focused one-day media push, blending PR Zoom with in-person interviews to maximise scale and relevance. Shannon and Christian were positioned as the voices of the story, appearing on talkSPORT, across the Global Radio network, on BBC regional stations, and on That’s TV. This combination ensured the findings were heard by both mass audiences and grassroots communities.

Results

  • Over 100 broadcast opportunities delivered in 24 hours.
  • National exposure through talkSPORT and Global Radio.
  • Regional resonance across BBC stations and That’s TV.
  • Positioned Powerleague as a credible voice in the growth of women’s football.

Key Takeaways

  • A single-day broadcast strategy can drive both national and local conversation.
  • Media want to attend exciting events taking place.
  • Framing women’s football as a cultural as well as sporting issue ensured relevance beyond sports media.
  • Be Broadcast demonstrated how survey-led insight, paired with authentic voices, can fuel a national discussion.