British Gas 'Warmest Welcome': How Three Families Fell in Love with Women's Football
When British Gas set out to showcase just how accessible and memorable the women's game can be, they didn't just buy a few tickets, they crafted an entire experience designed to turn first-time attendees into lifelong fans.
Last Saturday, at The Valley for the Barclays WSL and WSL2 Play-Off presented by Mercedes, British Gas brought three families, all new to the women's game, for a matchday unlike any other, as part of their 'Warmest Welcome' initiative.
The experience didn't begin at the turnstile. The families were treated to an overnight stay ahead of the match, followed by a hosted coach journey to the stadium building a sense of occasion and anticipation long before kick-off. From the moment the day began, the message was clear: this was going to be something special.
Waiting to greet the families on the bus was none other than former Lioness and fan favourite Jill Scott.
For Scott, the initiative clearly resonated on a personal level. "I think there's nothing better than going to a game live," she said. "I always look back to when I went with my Grandad. I want to give families those experiences and those memories are invaluable."
More Than Just a Match
The families didn't just watch from the stand, they were immersed in the full matchday experience. Time in the fan zone, pitchside access during the warm-up, a meet-and-greet with a Charlton Athletic player, and a photo opportunity with the mascots gave them a behind-the-scenes look at women's football that most fans never get to see.
It was an approach designed to demonstrate that women's football is not just a sport to watch, but a community to belong to.
"We're one big family, we love football and we love the atmosphere," said Scott. "I think we've definitely created some new WSL fans, you can't put a price on those memories."
Perhaps the most powerful moment came when Jill Scott reflected on the young children among the families, and what seeing the game up close might one day inspire.
"If you can't see it, you can't dream to do it," she said. "So hopefully we've enabled their dreams to be seen, and we might see Isla passing to Isla (two of the children from the families), who puts it into the top corner in the future."
It's that kind of ambition, turning a single matchday into a moment of lasting inspiration, that sits at the heart of British Gas' partnership with the Barclays Women's Super League.
A Partnership Built on Access
As an official partner of both the Barclays WSL and Barclays WSL2, British Gas has made it their mission to help more families find their place in women's football. The 'Warmest Welcome' is a direct expression of that commitment.
Hannah Lawrance, British Gas Brand Partnerships Lead, explained: "We want to help more families find their place in women's football. The Warmest Welcome was all about showing that a brilliant day out at the football can be local, affordable and full of memorable moments with clubs across the country ready to welcome new fans in. We hope the experience creates lifelong fans for the families involved, while inspiring others to take that first step and discover the game together."
The Bigger Picture
The 'Warmest Welcome' is more than a one off activation. It's a statement of intent, proof that women's football is for everyone, that matchdays can be local and affordable, and that the right experience at the right moment can spark a lifetime of fandom.
For three families who arrived at The Valley as newcomers to the women's game, Saturday was just the beginning.