BT Sport teams with Insight TV to produce a women’s football series

BT Sport has partnered with Insight TV, a millennial-focused broadcaster, content creator and format seller, to co-produce a reality competition series focused on women’s football.

The show, which is currently in pre-production, is called Ultimate Goal and will capture the journey of 28 women who compete for the opportunity to participate in a one-off match in front of scouts from women’s teams around the world.

Ultimate Goal follows BT’s commitment to ‘inspire a new generation of girls and women to participate in football, on and off the pitch’, the show also strengthens its long-term partnerships with each of the four UK “Home Nations” Football Associations. BT’s partnership with the associations, launched in February, uses technology, innovation and digital skills to ‘help change the lives of millions of players, coaches and fans’.

Jamie Hindhaugh, chief operating officer, BT Sport, stated: “BT Sport is proud to be involved with a project which builds on BT’s extensive work with the four UK Home Nations to create a legacy across women’s football.”

Arun Maljaars, VP Content and Channels, Insight TV, added: “Insight TV is always looking to tell compelling stories that are exciting, inspiring and relevant to what’s going on in our world. With Ultimate Goal, we wanted to build on the significant work being done in the UK and internationally to grow the women’s game on and off the field through the power of storytelling. We’re excited to partner with BT Sport to give women’s football the exposure it deserves. We are hoping that this show format will empower and encourage young women to get into football.”

The six-part series will air in the UK on BT Sport later this year with Insight TV premiering the show worldwide at the same time. Former Chelsea, Juventus and Lionesses player Eniola Aluko will host the show which also features former Englnd international Rachel Brown Finnis along with Rosie and Mollie Kmita.

Danny Fenton, CEO of Zig Zag Productions, the firm in charge of pre-production of the show, commented: “It’s long been our ambition to produce a competition reality series based around women’s football. The game has exploded in popularity and together with Insight TV and BT Sport we aim to create a show that will help to inspire the next generation of talent in the women’s game. We are currently securing talent for the show, both as mentors and contestants.”

Insider Insight: In recent year’s women’s football has seen a meteoric rise in popularity as more and more leagues start to become professional. Alongside growing viewership numbers, increased sponsorship opportunities and bigger TV deal shows like Ultimate Goal will undoubtedly bring more eyes to the sport in the UK and worldwide.