Subway is known for freshly baked bread, bold flavours, and endless choice. But in a crowded competitor environment, we needed to show what ‘fresh thinking’ really means. If Subway is a “fresh choice” on the high street, then our partnerships must reflect that, which is whereFresh Moves comes in: Subway’s partnership programme promoting physical activity in our local communities and supporting innovative sporting organisations. And in women’s football, we found the perfect match: Women’s Super League Football (WSL Football) isn’t just changing the game; It’s rewriting its rules. Together, we created the Subway Women’s League Cup, an event built on equality, agility and a shared belief in doing things differently.
In just a few weeks, we went from handshakes to headlines:
- The first-ever multi-view livestream of a women’s competition.
- A sold-out SubClub watch party that united fans off the pitch.
- Fan zones, graffiti-personalised merch, DJs, and our “Super Sub of the Round” — all built to celebrate community and diversity of movement.
The results? Over 18 million impressions, 15,000 fans at the final, and ‘brand love’ scores that beat long-standing rivals (all from half a season’s work). But for us, this wasn’t about ticking boxes. It was about living our brand values: fresh food, fresh thinking, fresh purpose. Together with WSL Football, we’re proving that our partnership can move faster, go deeper, and mean more while driving fresh conversations in women’s football and setting the standard for how brands show up in sport.
Eat Fresh. Feel Good. Watch This.
