Xbox on the hunt for ‘missing’ female football coaches via Football Manager game – Campaign US

Report on the ‘Missing Managers’ Initiative and its Alignment with Sustainable Development Goals

Executive Summary

A collaborative initiative, “Missing Managers,” has been launched by Xbox, Sky Sports, and the video game Football Manager. Building on the previous “Everyday Tactician” campaign, this project aims to address the significant gender disparity in football management by creating tangible pathways for women into professional coaching roles. The campaign demonstrates a strong commitment to several United Nations Sustainable Development Goals (SDGs), particularly those concerning gender equality, quality education, decent work, and strategic partnerships.

Campaign Overview and Objectives

The “Missing Managers” initiative is designed to identify and develop the next generation of female football coaches. It leverages the platform of the Football Manager 26 video game, which for the first time integrates the women’s game.

• Primary Goal: To increase the representation of female managers in football, noting the current statistic that less than 9% of managers are women.
• Mechanism: An in-game challenge within Football Manager 26 on Xbox serves as the initial recruitment and skills assessment tool.
• Outcomes for Participants: Successful applicants receive comprehensive support to launch a professional career.

1. Fully funded professional coaching courses.
2. Attainment of official UEFA qualifications.
3. Practical work experience at Barclays Women’s Super League clubs.
4. Inclusion as playable coaches in future editions of the Football Manager game, increasing their visibility globally.

Alignment with Sustainable Development Goals (SDGs)

The initiative’s structure and goals directly contribute to the advancement of key SDGs.

SDG 5: Gender Equality

The campaign’s core mission is to achieve gender equality and empower women in the sports industry. It directly confronts the systemic underrepresentation of women in leadership positions within football.

• Target 5.5: The initiative works to ensure women’s full and effective participation and equal opportunities for leadership at all levels of decision-making by creating a direct pathway to management roles.
• Action: By actively recruiting and training female candidates, the program aims to dismantle barriers and challenge the male-dominated status quo in football coaching.

SDG 4: Quality Education

The program provides inclusive and equitable quality education and promotes lifelong learning opportunities for women aspiring to be coaches.

• Target 4.4: The initiative substantially increases the number of adults who have relevant skills, including technical and vocational skills, for employment and decent jobs.
• Action: Participants receive fully funded, high-level training that results in UEFA qualifications, a critical certification for a professional career in European football.

SDG 8: Decent Work and Economic Growth

By equipping women with professional qualifications and work experience, the campaign promotes sustained, inclusive economic growth and decent work.

• Target 8.6: The program aims to substantially reduce the proportion of youth not in employment, education, or training by providing a clear and supported career path.
• Action: The combination of formal qualifications and practical experience at professional clubs provides a tangible solution to unemployment and underemployment for women in the sports sector.

SDG 10: Reduced Inequalities

The initiative directly addresses inequality within the professional sports industry by empowering a historically marginalized group.

• Target 10.2: The campaign promotes the social and professional inclusion of women, irrespective of gender, by creating opportunities that have been largely inaccessible.

SDG 17: Partnerships for the Goals

The success of “Missing Managers” is built upon a multi-stakeholder partnership that brings together diverse entities to achieve a common goal.

• Target 17.17: The project is an effective public-private and civil society partnership, building on the experience and resourcing strategies of its partners.
• Key Partners:
  1. Xbox (Technology & Gaming)
  2. Sky Sports (Media & Broadcasting)
  3. Football Manager (Video Game & Simulation)
  4. McCann London (Creative Agency)
  5. The Powerhouse Project (Civil Society Organization supporting female talent)

Implementation and Media Strategy

The campaign is supported by a comprehensive media strategy to maximize reach and impact.

• A 40-second hero film featuring prominent coach Emma Hayes.
• A three-part social media series discussing the realities of football management.
• Promotion across Sky Sports broadcast and digital channels, Xbox platforms, and a dedicated website hub.
• A community event hosted by The Powerhouse Project and Xbox.
• A long-term commitment to follow and share the success stories of the program’s winners into 2026.

Conclusion

The “Missing Managers” initiative represents a significant evolution from traditional marketing campaigns into a program with tangible societal impact. By leveraging a gaming platform for real-world talent identification and development, the partnership provides a scalable and innovative model for addressing gender inequality. Its strong alignment with SDGs 4, 5, 8, 10, and 17 demonstrates how corporate and civil society collaboration can create meaningful opportunities and contribute to a more equitable and sustainable future in professional sports.

SDGs Addressed in the Article

1. SDG 5: Gender Equality
2. SDG 4: Quality Education
3. SDG 8: Decent Work and Economic Growth
4. SDG 10: Reduced Inequalities

Specific SDG Targets Identified

• SDG 5: Gender Equality

  • Target 5.5: Ensure women’s full and effective participation and equal opportunities for leadership at all levels of decision-making in political, economic and public life.
    
    The article directly addresses this target by focusing on the severe underrepresentation of women in football management. The campaign’s core purpose is to “find the next generation of female managers” and tackle the fact that “Less than 9% have a female manager.” By creating a pathway for women to enter these leadership roles, the initiative actively promotes equal opportunities for leadership in the economic and public sphere of professional sports.

• SDG 4: Quality Education

  • Target 4.4: By 2030, substantially increase the number of youth and adults who have relevant skills, including technical and vocational skills, for employment, decent jobs and entrepreneurship.
    
    The campaign provides successful applicants with “fully funded professional coaching courses” and “real Uefa qualifications.” This directly aligns with the target by equipping women with the specific technical and vocational skills required for a career in football management, thereby increasing the pool of qualified adults for these jobs.

• SDG 8: Decent Work and Economic Growth

  • Target 8.5: By 2030, achieve full and productive employment and decent work for all women and men… and equal pay for work of equal value.
    
    The initiative is described as a “tangible solution” that “opens the door to a career in football management.” By providing qualifications and “work experience at Barclays Women’s Super League clubs,” the campaign facilitates a direct route to productive employment for women in a field where they are underrepresented, contributing to the goal of decent work for all.

• SDG 10: Reduced Inequalities

  • Target 10.2: By 2030, empower and promote the social, economic and political inclusion of all, irrespective of… sex… or other status.
    
    The article highlights a significant gender disparity in football coaching. The “Missing managers” campaign is a clear effort to reduce this inequality by empowering women and promoting their economic inclusion in a male-dominated profession. The goal is to see the “momentum that’s behind women’s football reflected in better representation across all levels of the sport.”

Indicators for Measuring Progress

• Indicator for SDG 5 (Target 5.5)

  • Proportion of women in managerial positions: The article explicitly provides a baseline statistic: “Less than 9% have a female manager.” This figure serves as a direct indicator. The progress and success of the campaign can be measured by tracking the increase in the percentage of female managers in professional football over time.

• Indicator for SDG 4 (Target 4.4)

  • Number of women obtaining professional qualifications: The article states that the program provides “real Uefa qualifications.” A measurable indicator of progress towards this target is the number of women who successfully complete the program and earn these professional coaching certifications.

• Indicator for SDG 8 (Target 8.5)

  • Number of women gaining employment and work experience: The campaign offers participants “work experience at Barclays Women’s Super League clubs.” An implied indicator is the number of women who complete this work experience and subsequently secure employment as coaches or managers within the football industry. The article mentions the campaign will include “follow-up storytelling around the winners’ journeys,” suggesting this progress will be tracked.

Summary Table: SDGs, Targets, and Indicators

Source: campaignlive.com