Case Study

Homeless World Cup 2023

A football tournament like no other that uses the power of sport to change lives. 300+ players from 30 nations competed in the 20th anniversary of the Homeless World Cup in Sacramento. Our team was on the ground in California, working media relations, digital and social media, sharing powerful stories about players on a journey to a better tomorrow.

Homeless World Cup


• Put the spotlight on issues of homelessness, telling powerful human stories to show how sport can bring people together, create opportunities and change lives.
• Achieve international media coverage.
• Increase website traffic
• Increase social media engagement
• Grow the audiences across Facebook, Instagram and Twitter

0 x
pieces of international coverage inc LA Times, New York Times, Washington Post
0 k+
social media
new followers
0 %
increase in website sessions

Images from the tournament

                                                                                                                    ©Dan Higginson, ©Anita Milas, ©Donnie Nicholson

After a four-year break, the 18th edition of the tournament took place in Sacramento between 8 and 15 July 2023. Our team was out in California creating and curating stories across the media, social media, and web, helping to promote the tournament and educate people around homelessness.

  • To get the world’s media talking, we distributed diary markers, press releases and shared daily round ups for each day of the tournament.
  • We were on the ground arranging numerous interviews for journalists. This resulted in insightful coverage with the LA TimesNew York TimesWashington PostFoxReuters and Associated Press and more
  • During the tournament, we created and shared a suite of social media assets, including graphics, videos and photography, across Instagram, Twitter and Facebook. We also set up a Threads account, a new Meta platform which launched just two days before the tournament began. Across the platforms, we shared content relating to the tournament, players, sponsors, volunteers, HWC supporters and well as a symposium event. During the nine days of the tournament, the social content generated 2,263,713 impressions, 31,644 engagements and increased the audiences by 3,663.
  • The website was used to share a variety of inspirational stories and tournament updates, as well as stream all the games. Across the tournament, 36 blogs were shared on the website, then promoted across the social media channels to generate more traffic. During the tournament, the website achieved 50,856 sessions from 23,833 The number of users who visited the website increased by 391.5%, and the number of sessions increased by 664.52% during the tournament compared to the previous time frame.