Case Study

Football Association of Wales: Adran Leagues

Launching a new domestic football league in Wales with a multi-channel campaign that led on Wales becoming only the third country in Europe to remove ‘women’s’ from its league names. The league rebrand was introduced to the world with a punchy hero film which asked rhetorical questions about when football becomes no longer just ‘football’ but ‘women’s football’. The content showcased the bold and powerful new narrative behind the rebrand and restructuring of the new league and introduced the teams of the new top tier Adran Premier.


  • Develop a communications plan and event to launch the new leagues ahead of the 2021/22 season
  • Develop a communications strategy for FAW’s owned channels
  • Secure media coverage as well as club engagement and buy in of the league launch and brand
Pieces of coverage, including prime-time Welsh news
combined social media reach on hero and league explainer films


FAW-owned social media channels managed during opening weekend
Twitter reach on the league opening weekend

Content from the Campaign

We put the players at the heart of the campaign and used key pieces of content to build awareness around the rebrand of the league. We:

  • Shot a punchy, energetic film to showcase the bold and powerful new narrative behind the rebrand and restructuring of the new league. This saw us travel around Wales to shoot the film showcasing Adran Premier players in the heart of their local communities.
  • Designed a short video which explained the structure of the new competitions across the top two tiers and the new u19s league. This supporting asset to the main hero video was voiced by Radio 1’s Siân Eleri.
  • Developed a bank of branded social media assets for Adran League owned channels and the clubs to use throughout the season.
  • Managed the Adran Leagues’ social media channels across the opening weekend, drumming up interest and providing crucial information from the warm up at the tail end of last week until after the final whistle. We covered everything from half time scores on the doors across social channels, to an Instagram takeover by Welsh international Natasha Harding who was at the live broadcast of the Cardiff Met v Swansea City game providing guest analysis. As well as the televised match, we provided live updates from 11 other games happening simultaneously on the opening weekend, including celebrating milestones like the first ever goal scored in each league and compiling the leagues’ first ever league tables.