In partnership with Goals 4 Girls, MG Motor UK and Arsenal F.C., we were proud to help deliver a powerful, purpose-led experience aimed at increasing girls’ participation in sport - and showing what’s possible when they’re given the same opportunities as boys.

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The nationwide tournament brought together over 140 girls from across the UK for a day rooted in football and wellbeing. For two standout teams, the journey didn’t stop at full time — it continued with an unforgettable experience at Emirates Stadium.

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The day included:

• Playing on the Arsenal pitch

• Exclusive stadium tours and behind-the-scenes access

• A mindfulness session and Q&A with former Lioness and Arsenal legend Anita Asante OLY

• Signed shirts and a powerful reminder that they belong in football

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This was more than a day out - it was a statement. About inclusion, about representation, and about the power of experience to inspire confidence and ambition.

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The activation formed part of LoveGunn’s ongoing work leading the MG Motor UK x Arsenal FC partnership, now heading into its third season. As the creative agency behind the partnership, we lead the strategy, creative and production - guiding, activating and delivering purpose-led brand experiences that drive real connection between MG and the world of sport.

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A huge thank you to:

• MG Motor UK for making this experience a reality

• Aimee Webb & Adam Glaiser-Creed for leading this partnership with vision and care

• Francesca Brown and the Goals 4 Girls team for their incredible work breaking down barriers in sport

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This is just the beginning. The MG x Arsenal partnership continues to build momentum - with more experiences like this to come.

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👉 Watch the full video on YouTube to see how it all unfolded.

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