Scoring great goals for McDonald’s

Linney’s winning team got a kick out of producing a fun publication for McDonald’s as part of its work with the UK’s Football Associations.

The Challenge

As part of the ongoing partnership between McDonald’s and the home nation Football Associations, the Fun Football Programme is an initiative that will supply 500,000 children with five million hours of football over the next four years.

The aim of the scheme is to provide children from all backgrounds with free football sessions led by qualified football coaches, in safe and local environments.

Linney were tasked with developing a Fun Football Activity Book to support the project. The challenge was to excite younger children (aged 5–8) about the game, extending the programme’s reach to kids who might never have engaged with football before, inclusive of every culture, ability and experience.


The solution

Conceptualised and designed by Linney Create,  the introductory-level book was filled with challenges, puzzles, games and stickers. The Create team also photographed the live action shots used within the book.

Linney Make produced 200,000 premium books that were then split across the four home nation FA’s and Linney Activate distributed them to Fun Football Centres and McDonald’s customers throughout the UK.

The result

The programme launch took place at the England football team’s headquarters at St George’s Park, Burton-on-Trent and Linney were lucky enough to be invited along, to experience the programme being rolled out.

England manager Gareth Southgate was on hand to offer tips and advice as was Manchester United WFC manager and McDonald’s ambassador Casey Stoney.

Suzanne Jackson from Linney Create added: “It was such a privilege to be involved. The team threw their passion into the project, tapping into knowledge from many sources including a special educational needs expert to ensure absolute inclusion. We’re thrilled with the reaction so far.”

Since the launch in March 2019, interest in the books has surpassed expectation with over 10,000 orders in the first ten days.

Through our Fun Football programme we want to provide over 5 million hours of football for children, introducing more than half a million new players to the game by 2022.  This will be achieved through the delivery of over 600 free football sessions for 5-11 year olds this year to introduce them to the beautiful game, and the introduction of a new Fun Football Activity Book enabling those children aged 5-8 to chart their progress with a series of stickers and creative games available to order from the McDonald’s Fun Football website.   As a proud dad of two football mad children, I know how important it is to encourage a lifelong love of sport and an active lifestyle.” said McDonald’s CEO, UK and Ireland, Paul Pomroy.

Order your free Fun Football Activity Book  today by visiting:

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