Case Study

Homeless World Cup: The Beautiful Game

The Homeless World Cup is rich in drama. That’s why it was no surprise when Netflix’s sports movie The Beautiful Game hit the global top five on release in 2024.  Starring Bill Nighy, Micheal Ward and Callum Scott-Howells, the film follows the England team as they travel to Rome to take on teams from around the world, growing both on and off the pitch.

This offered an unparalleled opportunity for the Homeless World Cup to capitalise on the spotlight to create a wider community of stakeholders and supporters to support its work. 

We worked alongside Netflix to tell the stories of the real tournament which inspired the feature film. 


  • Using the opportunity of the film to tell the stories of the real-life tournament, the Homeless World Cup.
  • Secure 15 interviews in mainstream media (broadcast, print, online) for co-founder Mel Young and previous players.
  • Grow followers on the social channels by 10% in 2024.
  • Increase engagement and website visitors  by 20% each.
  • Use the increased profile to secure donations and sponsorship.
pieces of coverage (print, online and broadcast
0 M
opportunities to see
0 M
views on explainer film
0 M+
organic social impressions

Content from the Campaign

Through a combination of branding, PR, social and digital, we supported Netflix’s campaign to promote the film, highlighting the real-life stories behind it. Our team:
  • Created a campaign brand, playing on the existing hashtag #MoreThanAGame and using #MoreThanAFilm to help realise the key objective of communicating the film as based on real life
  • Created an explainer film (with original animation) to explain to new audiences everything they’d need to know about the tournament,  with voiceover by actor Hero Fiennes Tiffin who collaborated to share the film to his 7.4m followers
  • Drafted and issued a press release to national and entertainment media outlining the inspiration behind The Beautiful Game and the parallels between the real life HWC players and characters in the movie
  • Co-ordinated media interviews and features for players and HWC representatives with the likes of BBC, The Mirror, The Scottish Sun, Sunday Post, Big Issue, and BBC Radio Scotland
  • Issued a diary marker for the Netflix film release date and premiere, inviting broadcast and select podcast media for interviews
  • Managed media relations at the premiere, coordinating interviews for co-founder Mel and former players
  • Created a social media strategy plan to promote the film across Instagram, X, Facebook and LinkedIn
  • Shared the film trailer across all social media profiles alongside consistent promotion of the release, utilising Netflix’s media centre and official assets
  • Shared inspirational player stories across all social media profiles in order to highlight the close parallels between the film and the Homeless World Cup
  • During the London premiere, we hit the red carpet, capturing exclusive content with Bill Nighy and other members of the talented cast, writers, and director of the film