Cafe Roar Women’s Euros
Cafe Roar, is an online chat show reviewing and previewing all the England matches for the Women’s Euros in 2022.
With interest in the women’s game higher than ever and the European Championships on our doorstep, William Hill wanted to show their support to the Lionesses by providing unique insights into the beautiful game as the tournament unfolded. Hosted in the very cities where the England matches were staged, this slick cafe ‘studio’ show was presented by the excellent Nicole Holliday and talented roving reporter Flo Lloyd Hughes, along with a raft of exciting international guests from both football codes as well as star from other sports and entertainment industries. All to talk about the positive impact the tournament was having on the women’s game.
The gaming and sportbook sectors have faced an increasingly difficult and hostile marketing environment in recent years. With TV advertising becoming more heavily regulated and traditional brand association via celebrity talent or popular culture increasingly difficult to navigate, Like many others William Hill have had to rethink their brand purpose.
With the unusual step of taking the men’s World Cup to Qatar over the winter and a disrupted domestic season, the Women’s Euros offered fans a welcome relief throughout the summer. And the Lionesses didn't let us down, attracting huge audiences to live games as well as on TV.
The team created the ‘Cafe Roar’ concept - a breakfast chat show, set and filmed in real cafes in whichever city had hosted the England match the night prior, discussing the performance, tactics and looking ahead to the next game. We had a number of big-name guests including England’s most capped player Fara Williams, former Premier League stars Jermaine Jenas and Emile Heskey, former and current Women’s Super League players and even stars from other sports such as boxer Natasha Jonas.
The half-hour show reviewed each of the Lionesses games as they progressed throughout this wonderful tournament, whilst our fan pulse feature would capture the mood around the grounds and among the fans and supporters of local women’s clubs
We released the full shows on YouTube and were able to create content across all client social media channels.
