LinkedIn’s UEFA Women’s EURO 2022

Using LinkedIn’s sponsorship to champion equality on and off the pitch

pieces of coverage
broadcast hits
national pieces
20 mins
of air-time


As part of LinkedIn’s sponsorship of the UEFA Women’s EURO 2022, our objective was to create a campaign which generated media interest and buzz on the platform, whilst also continuing LinkedIn’s ongoing brand narrative of creating an equitable workplace.


Central to our comms campaign was to highlight the importance of role models in achieving professional success, on and off the pitch.

To bring this to life, the first ever captain to take England to a European final in 1984, Carol Thomas, retraced her steps over 30 miles from the site of the first match in Crewe to Old Trafford where this year’s Women’s EURO tournament kicked off. She was joined by other female role models from the game along the way, who we worked with to profile their journey and communicate LinkedIn’s message of the importance of visible role models.


We scored 62 pieces of coverage overall, smashing our original KPIs, with:

  • 17 pieces of broadcast coverage (BBC News at Six, Sky Sports and BBC 5Live) which racked up a total of 20 minutes air time
  • 15 nationals, such as The Daily Telegraph, Metro, The I
  • 2 top tier marketing trades