How we rallied the nation to celebrate the 50th anniversary of English Football’s greatest day (and boosted the global reputation of football’s best museum)

Make it happen To mark 50 years since England’s one and only national footballing triumph, Brazen put its sports PR hat on to launch and win great media coverage for the National Football Museum’s 1966 World Cup Exhibition – the biggest collection of 1966 memorabilia ever assembled.

What we did  In a six-month campaign, Brazen announced the exhibition before taking some of the key artefacts – the Jules Rimet Trophy and 1966 World Cup Final match ball – on a tour of the UK’s biggest broadcast media titles, including BBC’s The One Show and ITV’s Good Morning Britain.

On the launch day itself, the Manchester PR agency assembled one of the biggest gatherings of football ‘names’ plus top sports & news media ever seen in one venue – covering everything from influential sports bloggers to global TV news. Brazen managed the photocall and coordinated a number of interviews with the stars of the 1966 winning team, their family members, plus the FA’s then Chairman Greg Dyke.

Screen time Despite the exhibition launching on the same day Brexit was announced, Brazen secured some 143 items of coverage with a reach of more than 320M, including hits on the BBC Online, Sky Sports, the Daily Mail and The Telegraph Online. On top of this, the launch resulted in a segment on the BBC’s The One Show plus a Facebook Live broadcast by TheSportBible, which won 378K views.