Allies United

Client: Just Eat

With Just Eat research revealing that over 70% of people from the LGBTQIA+ community would not consider playing football, with barriers including concerns about homophobic and transphobic language and a lack of feeling welcomed, Just Eat created Allies United, the first ever UK initiative designed to support grassroots football clubs in enabling more inclusivity in the grassroots game.

We collaborated with Football vs Homophobia (FvH), an organisation challenging discrimination at all football levels, to bring this first-of-its-kind programme to life, equipping grassroots teams with the tools needed for their journey toward being LGBTQIA+ allies.

To drive awareness and engagement, we partnered with Leicester City player, Conor Coady, known for his LGBTQIA+ advocacy work.Coady played a pivotal role in amplifying the reach of the campaign, sharing stories from the LGBTQIA+ community and featuring in content that lived on his social channels and Just Eat's platforms.

This campaign was more than a stunt, it wasn't a badging exercise, it was the next step in JET's long standing commitment to support both grassroots football and the LGBTQIA+ community.

The ongoing sign ups, is a testimony to a partnership + campaign launch that has both longevity and impact beyond just a launch moment - yep, we didn't just want to change our logo to a rainbow, we wanted to make a positive change for those in the LGTBQIA+ community and for grassroots football teams, who feel more equipped to welcome and support players joining the team, whoever they are.