AXA has launched its ‘Keep on Kicking’ campaign to spotlight individuals and organisations making women’s football more inclusive, ahead of the start of the UEFA Women’s Euro 2025, which it is an official partner of.
A key part of the campaign is AXA’s partnership with the Walking Football Association (WFA), which began last year. WFA is a low impact form of football that’s designed to make football more inclusive as its accessible for women of all ages.
Through the partnership, AXA offers grants to teams and runs free taster sessions nationwide to make the game more accessible to everyone.
Barney Bailey, brand and sponsorship director at AXA UK, said: “Keep on Kicking” goes beyond football, it’s about creating inclusive spaces where women can thrive both physically and mentally. Through our collaboration with the Walking Football Association and our role as an official partner of UEFA Women’s EURO 2025, we’re proud to support the everyday champions who are driving real change in their communities.”
The multi-platform campaign will run across both radio and print thanks to collaborations with Absolute Radio and Grazia magazine.
Absolute Radio will run on-air activations, including on the Dave Berry Breakfast Show, where it will invite listeners to nominate their local football team for a chance to win £2,000 from AXA. Each day, five nominees will compete live on air to secure the prize.
Supporting content will include a mix of audio, social videos and creative digital hub pages.
A week before the tournament, Absolute Radio will boost the campaign with branded trails and station endorsements, highlighting AXA’s dedication to championing women’s sport and promoting greater female participation through their work with the WFA.
The campaign will also feature inspiring content in Grazia magazine, featuring a double-page interview with Liverpool legend Natasha Dowie on football and female resilience, alongside a four-page special celebrating the Kicking Cancer Women’s Walking Football team.
The Kicking Cancer Women’s Walking Football team is a team of women united by shared cancer journeys, which aims to demonstrate that strength isn’t just about physical endurance, it’s about having the confidence to “Keep on Kicking”.