Partnership Benefits

• Sponsorship of Leaders of the Pack on ITV1, ITV4 & ITVX

• 3 branded content pieces, utilising talent from the show:

  • ‘Dreaming Big’

  • ‘Role Models’

  • ‘World Cup Hopes’

• Media value

Infinitum worked with December19 & Xero to fund a new format on ITV, Leaders of the Pack. From the same producers who created Gary Neville’s The Overlap, the show went live on the 25th July playing around the Women's World Cup games. 

Former England international, Karen Carney, presents the series that shines a light on the incredible achievements of female footballers on and off the pitch. Interviewing such stars as England’s Laura Coombs, and the inspirational five-time African Women's Footballer of the Year Asisat Oshoala.

With Xero being a partner of the Women’s World Cup, they wanted to associate themselves with other content surrounding the event. “As an Official Partner of the FIFA Women's World Cup 2023 and The Lionesses, we were looking to tell the stories of the women who were dreaming bigger for the beautiful game. Leaders of the Pack helped us do just that.” Commented Sam Daniels, Brand Marketing Manager from Xero.

The additional partnership benefits associated with the show such as the opportunity to create branded content really solidified Xero’s decision to work with Infinitum. Sam went on to say, “Infinitum delivered not just the right content in a premium environment, but the branded content and use of talent that helped us extend our campaign beyond linear channels. We were impressed with Infinitum - they delivered exactly what they promised quickly and efficiently; and the value this delivered made it a no brainer."

All episodes are available to stream on ITVX.

Show Overview

• 25th July– 20th Aug 2023

• Aired ITV1, ITV4 & ITVX

Leaders of the Pack reached 1.6m individuals over ITV1 & ITV4, playing around the Women’s World Cup games.

The Series reached 870k adults on ITVX, delivering 2.7m views over the first month it went live.

Overall, the show reached 2.3m adults across the Series, 45% of viewers being an ABC1 audience.