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The Just Eat 101

Creating a lasting legacy, post UEFA Women’s Euros.

From helping to shape the strategy to building a bespoke digital platform and delivering the kits, they exceeded our expectations. Gift of Kit is an indispensable partner in any grassroots initiative.

Alex Nixon, Dark Horses.

The purpose

101 years after women’s football was banned in the UK, Just Eat wanted to shine a light on the women’s game all the way down to the grassroots.


With the whole world watching the UEFA Women’s Euro 2022 tournament, it was the right time to give grassroots a boost.


The Purpose was clear – create new women and girls teams, and give them a head start.

Our insight

Our research showed that the surge in demand that the Euros was creating, would overwhelm a lot of existing teams. We spoke to club officials and coaches, who told us that they would have to turn women and girls away.

Our knowledge of grassroots allowed us to design kit and equipment packages specifically suited to women and girls, as well as producing a complete guide to starting a new team.

Making a difference

Teams created
Players helped
Coaches qualified

The dream team

We joined an all star line-up that included creative playmakers and industry big hitters, Darkhorses alongside SportBible and the UK’s top PR and social agencies.


Through a combination of tactical awareness, big match experience and deadly finishing, the 101 came to life.

What we did

We designed support packs with everything needed to start a new women or girls team, including match kits, match balls, training kit and equipment, you name it, they got it. 

We arranged coaching courses from the Home Nation FA’s to create 101 new coaches.

We used our in-house grassroots boffins as well as recruiting industry experts and academics to write a handbook, serving as a complete guide to starting a new team. 

Bespoke platform

We built a digital hub for clubs to learn about the 101, browse the kit and apply to take part. We even built a Just Eat branded kit store for clubs to go shopping. 

We took care of the kit fulfilment ensuring every kit carried the Just Eat brand and met their standards, before delivering them to 101 teams, all within 28 days.

Just Eat wanted the 101 to be a real grassroots community, so we built and moderated a forum for the coaches to share ideas as they took on their first season. There was even a ‘club finder’ feature on the 101 website for players to find their nearest team.

"Thank you for everything you do for clubs like ours"
Chairman, Balls2Cancer FC
"Gift of Kit helped our club grow, with free kit we could have only dreamed of "
Coach, Barnsley Women FC
"Thank you Gift of Kit and Squire Locks what an amazing thing to do for grassroots"
Alltudion WFC
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Let's change the game together.

Are you ready to make a meaningful impact in grassroots sports? Contact us today to explore how Gift of Kit can help your brand connect with local sporting communities, drive brand engagement, and create a positive social legacy.


Together, let’s unleash the potential of grassroots sports and inspire a better world through purpose-driven sponsorships and marketing campaigns.