Missing Managers
Football Manager, 2025
Using Football Manager gameplay to open up new routes into women’s coaching.
MY ROLE
Led Football Manager’s role across the programme, shaping the strategy, partnerships and rollout.
CONTEXT
Everyday Tactician showed that Football Manager could help young people move into coaching. With FM26 introducing women’s football, attention shifted towards access, representation and growing the game’s female player base.
In 2024, Emma Hayes gave an interview calling for more “creative ways” to get girls into coaching. Football Manager was uniquely placed to respond to that challenge.
Working with Sky Sports, McCann and Xbox, we developed a programme that extended beyond a single launch moment and led to real coaching opportunities.
STRATEGY
Missing Managers used Football Manager gameplay as an entry point into coaching, with participants progressing from gameplay into professional club environments.
The campaign launched on a WSL broadcast on Sky Sports with an Emma Hayes interview, bringing the programme to a mainstream football audience and driving early coverage.
Entry came through completing an achievement on Football Manager 26 Console, giving players a direct route into the programme.
Our partnerships with The Powerhouse Project and the Women’s Super League opened the door to coaching environments inside professional clubs.
Players who progressed through the challenge moved into UEFA-accredited coaching experiences, with their progression followed as it unfolded.
FM became the bridge between gameplay and real professional coaching placements.
WHAT CHANGED
Football Manager moved from representing women’s football to creating pathways into it.
The introduction of women’s football in FM26 connected to real coaching opportunities, showing how FM could create impact beyond the game.
Missing Managers showed how FM could connect gameplay to the real world. The campaign was shortlisted for 11 awards at Cannes Lions and ultimately recognised with two Bronze Lions at Cannes, in the Corporate Purpose & Social Responsibility category and in the Entertainment Lions for Sport category.
TITANIUM LION
nominee at Cannes Lion 2026
23M+
views on the Hero Campaign
WINNER
of 2 Bronze Cannes Lions
Images & Video: McCann