MISSING MANAGERS
Brand
XBOX
Entrant Agency
McCANN
Category
Entertainment Lions for Sport
Award
Bronze
Festival & Year
Cannes Lions (2026)
Presentation Board
“CREATING LASTING * “LIFE-CHANGING “ANEW PATHWAY INTO
IMPACT’ ; PROFESSIONAL COACHING"
WOMEN'S SPORT
OAL
“GAMING AS A NEW "AFIRST
PATHWAY INTO FOOTBALL’ c 4 IN SPORT"
*
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y
Emma Hayes, US National Team Coach
a ioe 3 Oicnns
os
;MISSING _
MANAGERS!
wey LL MANAGEMENT f
BY DISCOVERING A NEW a ——
THROUGH A GAME. oe
CONTEXT ae .
‘are female. Even many women’s teams are managed by men. Ths severe lack of women ma
‘such asa lack of pathways into a football manager career and high costs to secure the required certifications.
ship, interest, and revenue
(MEET THE NEW GENERATION OF MANAGERS, DISCOVERED IN A GAME.
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Sao sa reset eae net aaa ce Sel ee eapese area
ar eomen arager, WO set Gonea cebbenge Rt TG eabes wT tty ate etn NT i
ike tactics, formations, and game strategy. Once. completed, this allowed gamers to enter.a bespoke, up to fiv
Se ee |
[NOT A ONE-OFF CAMPAIGN ~ A FIVE-YEAR COMMITMENT TO KICKSTART CAREERS
el
licenses, These are the qualifications that managers need to succeed in the sport. It also includes life-changing = me ince the game launct
a aaa DEVELOPED IN PARTNERSHIP WITH THE BIGGEST NAMES IN WOMEN'S FOOTBAL ea
real football managers. =
WHAT IS THE UEFA COACHING COURSE? 5-VEAR
EPA's the offic govering body of fotalin Europe They have developed the UEFA S
siterent eves The ETA ceeessveich rom the ncauctory curse tthe Po cers <a eS COMMITMENT
‘These licenses are essential for those wanting to pursue a career in football management. Announced by Emma Hayes, Online masterclass featuring ‘5-year programme designed ‘TV documentary on Sky Sports, Work experience at WSL clubs, Se
US National Team Head Coach world-class experts by The Powerhouse Project 2) Gee oget feotbal noadater Englands top division
THE JOURNEY: FROM GAMERS 10 REAL-WORLD MAI : ih
PROVE SKILLS IN GAME ‘TEN GAMERS SELECTED BESPOKE TRAINING PROGRAMME EXPERIENCE AT TOP CLUBS ‘ADDED TO THE GAME
Gamers proved their managerial skills by completing an Ten gamers were selected to join the programme, The gamers receive scholarships to complete their UEFA Participants will receive unique, world-class work experience Ina historic first, participants in Missing Managers
achievement in the game Football Manager 26. To complete supported with everything a manager needs to pursue coaching licenses. Starting with UEFA C Prep - the initial at some of the top professional clubs in the UK. Giving them will be added to the next edition of Football Manager ~
the achievement, players had to go through many of the: a real-world career. This unique programme has been introductory course - this initiative will support gamers. the life-changing opportunity to learn from the very best in with their likeness and ability reflected in their in-game
challenges that real-world managers face, including analysing developed in partnership with The Powerhouse Project, as they pursue further qualifications. Ultimately leading the sport, follow how the most prominent managers lead character. This drives more visibility for women in football,
their squad, selecting their starting eleven, choose formations, an organisation that specialises in getting more women, to the highest coaching qualification in football, the UEFA their teams, and gain invaluable experience for their CV. inspiring even more people to: make the leap from gaming
pick game tactics, and more. into football Pro License - currently held by only 21 women in the UK. ‘to managing a team in the real world. Turning the
participants into role models for the next generation.
