feed the game
Developing a strategy and impact program to support the growth of women’s football beyond the UEFA Women’s EURO.
Strategy
cONTENT and CREATIVE
Activation
impact programs
THE CHALLENGE
As a UEFA Women’s Football sponsor, Just Eat Takeaway (JET) identified the opportunity to support and develop the women’s grassroots game in their local communities. After two successful editions in the Netherlands and Spain, following the UWCL finals in Eindhoven and Bilbao, JET was looking to launch its Feed the Game program in Switzerland around the UEFA Women’s EURO.
However, this edition proved to come with its own set of challenges. With each country having a different grassroots football system and unique obstacles to expanding access and retaining girls in their clubs, we were tasked with developing a strategy to achieve a concrete, sustainable impact in Basel, Geneva, and Zurich.
OUR SOLUTION
The Feed the Game program is a grassroots football initiative to provide funding, resources, and visibility for women in football. By connecting restaurant partners with local grassroots clubs, the program propels the women’s game through meaningful sponsorships that help communities thrive.
Our team dove into strategy-building to elevate the initiative. By addressing the needs and challenges of the local football ecosystems, we aimed to achieve sustainable community impact that would last beyond the Women’s EURO.
Our strategic approach to the Feed the Game program in Switzerland focused on:
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1
Building the capacity of the grassroots clubs through expert upskilling sessions
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2
Creating pathways for girls to join clubs and organizations through the Feed the Game Camps
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3
Measuring the impact of the Gender Action Plans developed by each club
We led the implementation of the overall Feed the Game program, with our management covering the upskilling sessions, youth camps, Hero Film production, and amplification of the initiative across digital platforms.
17 sport's role
Program design
01
Strategy and measurement
02
GENDER EQUITY UPSKILLING SESSIONS
The Feed the Game impact program connected each local grassroots club with gender equity experts from Women Win to provide three online upskilling sessions. These sessions were customizable to each club, allowing them to self-assess and identify areas of improvement to better serve and retain girls in their programs.
As part of the upskilling sessions, the clubs developed individual Gender Action Plans (GAP) for the upcoming season. Each GAP included a partnership with a local restaurant partner and a donation of 5,000 CHF to implement sustainable changes in their programs.
17 sport's role
Identification and contracting of the expert partner (Women Win)
01
Management of the implementation
02
The grassroots clubs were prepared to better serve and retain girls on their local teams thanks to their work in the impact program and the implementation of their Gender Action Plans. The next step was getting those girls involved in the game.
During the summer of the Women’s EURO, we helped JET organize three summer camps with Inter Soccer. These camps created pathways for girls to continue playing football during the 2025-2026 season at the Feed the Game clubs or Inter Soccer.
The camps focused on providing girls with a fun sporting experience on and off the pitch through football activities, memorable gift bags, and a meet-and-greet with the former Swiss footballer and Feed the Game ambassador, Lara Dickenmann.
FEED THE GAME CAMPS
17 sport's role
Identification and contracting of the camp provider (Inter Soccer)
01
Organization and implementation
02
Highlights from feed the game camps
Our team established the brand positioning, narrative, and creative direction for the Feed the Game program and campaign. This creative work included a Hero Film to promote and amplify the program, which we concepted, storyboarded, and scripted.
The Hero Film was then displayed on all EURO stadium screens before and during matches, streamed on national YouTube ads, and posted on social media—even being shared on Lara Dickenmenn’s account as well as grassroots club and restaurant partner channels.
Our creative strategy work extended into the communications rollout plan, both for the Hero Film and the Feed the Game program as a whole, culminating in a reach of over 25.5 million people across all platforms.
CREATIVE DIRECTION AND PRODUCTION
17 sport's role
Development of the creative direction
01
Messaging and communications
02
Strategy, production, and publication support
03
THE IMPACT
The Feed the Game program was a huge success for everyone involved—from JET, to UEFA, to the restaurant partners, to the local grassroots clubs and their new players.
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225
GIRLS ATTENDED
the three Feed the Game camps in Geneva (81), Basel (76), and Zurich (68).
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25.5m
PEOPLE REACHED
through 54 pieces of PR and media coverage across the Women’s EURO.
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6
PARTNERSHIPS ACTIVATED
between local grassroots clubs and restaurant partners for the 2025-2026 season.
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8.9m
YOUTUBE IMPRESSIONS
reached on the FTG Hero Film during July alone.
“Working with 17 Sport to deliver the third edition of Feed The Game in Switzerland has been a real pleasure. Their passion and commitment to create an impactful project that inspires more girls to play and stay in women's football have been truly impressive. Together we achieved fantastic results, and much of this success is thanks to the professionalism and dedication of the 17 Sport team — thank you!”
Sophie Wilson,
Global Sponsorships Lead, Just Eat Takeaway