Challenge: Whoever wins, credibility ‘is coming home’.
As a sponsor of the UEFA Women’s EURO 2025, AXA wanted to do more than just put its name on a pitch.
With a history of supporting women’s walking football and a belief that being a woman shouldn’t be a risk, the brand set out to turn national football fever into something lasting: genuine participation and empowerment.
But in a category full of badge sponsors and empty gestures, the challenge was credibility. How could AXA prove its commitment to women’s wellbeing in a way that felt real, inclusive, and emotionally resonant?
Solution: The World’s Toughest Football Team
We took AXA’s grassroots support of women’s walking football and built something powerful around it - Kicking Cancer, a short documentary following a newly formed walking football team made up entirely of cancer survivors.
The nine-minute film is warm, honest, and deeply emotional. A story of recovery, community, and rediscovered confidence. Launched during the Women’s Euros, it stood shoulder-to-shoulder with the world’s biggest brands, and went on to outperform them all.
To drive real-world impact, we partnered with the Walking Football Association (WFA) to launch nationwide taster sessions, giving women across the UK the confidence to take their first step onto the pitch.
Supporting this, we created a suite of social media assets and films that educated about the wonders of the most accessible format of the beautiful game. A Bauer Media partnership brought the campaign to life across Grazia and Absolute Radio, sharing stories of resilience with millions, proving that walking football is for everyone, whatever your age, fitness, or past.
“It’s made us feel like part of the Lionesses’ journey. So many people said the film made them laugh, cry and feel inspired.”
Emma Kimber, Cancer survivor and Kicking Cancer team member
Impact: From our logo on the pitch to lives changed off it.
Kicking Cancer became the emotional standout of the Women’s Euros, a nine-minute story people didn’t just watch but felt. While other sponsors chased attention, AXA earned it through authenticity and depth.
The Grazia and Bauer Media partnership brought their voices to millions more, blending emotion with education across radio, print and digital.
Most importantly, this wasn’t just watched, it was lived. Dozens of clubs ran taster sessions, hundreds of women joined in, and a growing community found confidence on and off the pitch.
AXA’s sponsorship became proof of purpose, turning belief into action and showing that credibility isn’t claimed, it’s earned.
“The impact AXA has had on the game has been incredible. Endless opportunities for women aged 40+ to keep fit, stay connected and feel part of something bigger.”
Julia Tibbs, Director of Women’s Development, WFA
The Project in Numbers
🏆 #1 Most emotionally engaging ad of Women’s EURO 2025
🤗 60.2% intense positive emotion, double the sector norm
❤️ +379% empathy, +144% admiration, +142% hope
⚽ 40+ grassroots clubs hosted taster sessions
👟 70+ new women lacing up their boots each week