Lucozade brings women’s football into the spotlight » World Branding Forum
Anyone who knows the Three Lions song by David Baddiel and Frank Skinner will know that it was written in support of the men’s England team in 1996 during the Euro ‘96. This year, with the help of Grey London, Lucozade will be showing it’s support of the women’s England team with a reworking of the famous song for the FIFA Women’s World Cup.
Three Lions will become the Three Lionesses, Steph Houghton OBE, Jordan Nobbs and Jade Moore. The campaign by Lucozade will also see 90,000 minutes of free pitch time donated across the country to encourage female footballers.
With permission from Baddiel and Skinner the lyrics have also had a makeover, tackling the prejudices that women face on football:
“Same pride, same meaning. And all those years of hurt never stopped us dreaming. So many jokes so many sneers, all those “well done girls” wear you down through the years,” and “that we don’t have the skill in their eyes. Well, we’re tired of the lies.”
Claire Keaveny, head of marketing at Lucozade Sport, said: ‘Arguably Three Lions is the most iconic England song so we’re proud to be able to give it a Lionesses twist in support of the team and the women’s game in general.’