Helping Guinness understand the culture, communities, and people shaping the future of women's football.

Research & Insights

Community Partnerships

Creative Content

We partnered with Guinness to deliver a research and insights project designed to inform their approach to women’s football. Through a series of focus groups spanning first-timers, regular matchgoers, and hardcore, lifetimers, we explored what fans value most, where brands can add genuine value, and how women’s football culture differs from traditional (aka male) models.

Alongside the research, we created a bespoke black book mapping the people driving conversations across the game. From presenters and journalists to creators, hosts, freestylers, creatives, and community builders, the report provided Guinness with an insider’s guide to the voices, tastemakers, and emerging figures shaping women’s football culture today.

To kick off the partnership, we curated and hosted an influencer experience around Aston Villa vs Arsenal, bringing together five women working at the centre of the game across media, culture, and commentary. Through content creation, conversation, and shared matchday experiences, the trip demonstrated the power of authentic community-building within football.