It’s Crunch Time

Football is Britain’s most loved sport and Walkers are Britain’s most loved crisps. The UEFA Women’s Euros 2025, staged in Switzerland from 2–27 July, provided the perfect platform to bring the two together.

Walkers, already a partner of the UEFA Women’s Euros 2025, announced its biggest-ever women’s football campaign. The crisp brand needed to cut through the noise of a historic tournament, strengthen its association with the game, and leverage snacking moments with both relevance and humour.

Walkers focussed the campaign on tactical activity to mirror the tournament’s unpredictability. All placements needed to be fully reactive, triggered as England progressed through the stages of the tournament. News brands provided the perfect platform for both agility and relevance.

Walkers partnered with several news brands, offering trusted, contextually rich, conversation that was central to football. Walkers inserted its storytelling alongside live commentary, analysis and fan debate. As England scored, won, or faced tense penalty moments, Walkers’ witty, reactive copy landed in real time. 

By combining tactical news brand placements, star partnerships, culturally embedded rituals and reactive agility, Walkers didn’t just advertise around the Women’s Euros — it became part of the story. The campaign reached millions and the crisp brand saw a threefold sales uplift year-on-year. Walkers lived every moment of England’s historic title defence, uniting the much loved brand with Britain’s most loved sport.

This campaign was really clear: simple, bold, creative execution. It took advantage of what news brands do really well.

Graeme Adams, general manager, media, BT