Coca-Cola partners with C4 for new women’s football show

Mark Johnson's picture
by Mark Johnson

Coca-Cola has partnered with Channel 4 to create the first weekly Women’s Football World show for the broadcaster, hosted by Clare Balding.

In a deal brokered by 4 Sales and Mediacom, BAFTA Award winning journalist and broadcaster Clare Balding will host the show on location at a different women’s football club, stadium or training ground each week.

Produced by Nimble Productions, the programme will examine the best football action from the biggest and most prominent leagues in the world including USA, Germany, UEFA Champions League, England’s WSL, Italy and France. 

Viewers can expect to see the best goals with the most up to date insight and news with expert opinion and analysis on a weekly basis.

Long history of supporting football

With a long history supporting football at all levels, the show has been created with Coca-Cola, which recently announced a partnership with the Premier League and its ‘Where Everyone Plays’ campaign, a celebration of the universal love for football and an invitation for everyone to be a prominent part of it.

“We’re really excited to partner with Channel 4 to launch Women’s Football World, particularly at such an exciting time for women’s football”, said Andrea Bombrini, Senior Brand Manager at Coca-Cola Great Britain.

“With a longstanding heritage of supporting the game at all levels, from grassroots to the world stage and via our partnership with FIFA Women’s World Cup, we hope the new show shines a light on the incredible talent in women’s football and brings fans even closer to the game.”

Simon Wells, Partnership Controller, Channel 4 said: “This is a great moment in Channel 4’s history and we are delighted that Coca-Cola, an organisation with long-standing commitment to football initiatives have partnered with us on our very first show dedicated to women in football.

Investing in women's football

“Investing in women’s football will supercharge our commitment to diversity and we could not be more excited to have one of the country’s top sports presenters, Clare Balding, leading the programme which will give the nation exclusive insight into the world of women’s football.”

In addition to the weekly show, Channel 4 plan to build a women’s football community on Channel 4, All4 and across social and digital platforms by creating short form content led by freestyle footballer and influencer, Liv Cooke.

Channel 4 has a rich history in Football broadcasting dating back to 1992 with the critically acclaimed Football Italia. More recently, the channel’s coverage of the Women’s Euro semi-final attracted Britain’s highest ever audience for women’s football, peaking at 4.2m in 2017. 

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