50 YEARS - A LOVE LETTER TO THE WOMEN’S FA CUP
BRIEF
IDEA
RESULTS
The 5th December 2021 saw the 50th anniversary of the Vitality Women’s FA Cup Final, as Chelsea faced Arsenal. How could we recognise the importance and history of this milestone, whilst supporting ticket sales?
Drawing on the historic milestone, we invited one winning captain from each of the past five decades, to write their own emotional letter - ‘Dear Women’s FA Cup’ - to explore what the competition had meant to them.
Supported by hero film content which brought the stories to life, the letters featured in the match-day programme before being immortalised in the National Football Museum.
The placement of the captains with national and broadcast media led to widespread coverage. Despite being a winter Final, delayed due to COVID-19, the fixture attracted over 40,000 spectators, with a peak television audience of over 1.5m.
MATCHFIT MISSION
Demonstrating sport’s role as a force for good in driving equality.