Why Peppa Pig and the Lionesses is a partnership to bring home the bacon

Peppa Pig and the Lionesses represents a partnership between Hasbro, the makers of Peppa Pig, and the Football Association, the governing body of football in England. This alliance aims to introduce the world of football to children, with a particular focus on girls. The partnership involves creating a new Peppa Pig character, Libby Lioness, who will join the Peppa Pig universe ahead of the 2027 Women’s World Cup. Libby Lioness will be voiced by former England international Jill Scott.

The collaboration extends beyond the Peppa Pig television series, encompassing YouTube content, toys, clothing, and sporting accessories. This multi-faceted approach aims to bring the world of football into children's lives, particularly for young girls. The initiative follows the trend of increasing interest in women's sports, with viewing hours for women's sports reaching 397 million hours in the UK in 2025, according to the Women's Sport Trust.

Deloitte predicts global revenues in women's sports will reach at least £2.2 billion in 2026, a 25% increase compared to the previous year.

The commercial value of partnering with women's sports is evident, but the biggest lesson for brands is to seize these opportunities early. The success of Peppa Pig and the Lionesses demonstrates that partnerships between women's sports and brands should work to integrate the game into everyday culture long before the first match. This strategy helps generate momentum among fan audiences and builds communities around the sport at various levels, without solely relying on live games to attract a dedicated fan base.

Younger audiences can discover players through social media, follow their lives off-season, and watch match highlights on YouTube. This indicates that the relationship with sport can begin well before children ever watch a full game. While brands may traditionally put their logo on a shirt or buy an ad slot around a fixture, the Peppa Pig and the Lionesses partnership showcases a more innovative approach.

By helping tell stories, create content, and build experiences that make people care, brands can establish a stronger connection with their target audience.

An example of a successful partnership is Google Pixel's collaboration with the FA for Pixel FC during the last Women's World Cup. A group of women's football creators and presenters made critical moments accessible to fans, opening up opportunities for girls and women in the game. The most effective partnerships occur when two worlds with strong narratives collaborate, such as Peppa Pig and football fans.

This approach demonstrates that there's no single way to enter women's sport; sometimes, it starts with a world-class performance, a player sharing personal insights, or even a cartoon pig wearing a football shirt.

Sam Bird, SVP, Sport & Entertainment at WPP Media, emphasizes the importance of such partnerships in bringing women's football into conversations and conversations that might not otherwise reach it.