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Making history with the Lionesses

For a new type of football culture, a new type of experience is needed.
So with their growing army of fans, we ensured that every fan experience for the Lionesses was inclusive, non-judgemental, and played to the needs of young girls, families, and those other members of society who might not usually resonate with mainstream football culture.

Over 200 fans poured together to watch each England game at inclusive screenings in NikeTown London, while others looking simply to bask in the atmosphere could try arts and crafts workshops, shop exclusive Lionesses merchandise, or even customise their smiles with a dazzling tooth gem.

For the squad, a suite of experiences to mirror their energy and progression throughout their journey – from an opening house party on home turf, a custom-designed R&R hub to use between games, and a closing night to remember, pulled together in a matter of hours by the XYZ team upon that final, historic whistle.

Watch the┬álegendary┬áJill Scott’s tour of the hub here.