New ‘xV’ Campaign Launches “The Unspoken Stat” to Expose Hidden Domestic Abuse Spike Around England Matches

Backed by football voices, celebrities, campaigners and public leaders, xV aims to make “Expected Violence” the most talked-about stat of the World Cup

London, 18 June 2026: A powerful new campaign launched shortly before England’s opening World Cup match on Wednesday night to expose one of football’s most troubling and least discussed statistics: research showing domestic abuse incidents rise by 38% when England loses a major tournament and 26% even when they win.

Created by UK domestic abuse charity I Choose Freedom, in partnership with Leeds Women’s Aid, the national campaign introduced a new football metric called xV – standing for “Expected Violence” – designed to mirror the language and obsession of modern football analysis.

The campaign has attracted support from clubs across the football pyramid, alongside politicians, campaigners and public figures including former England international Anita Asante, Spice Girl Mel Brown MBE and Sugarbabes’ Keisha Buchanan.

Football fans are now fluent in statistics such as xG (Expected Goals) and xA (Expected Assists). Broadcasters, pundits and fans dissect every match through data. But behind the excitement of major tournaments lies another devastating statistic: a study by Lancaster University has shown that domestic abuse incidents rise by 38% when England loses and 26% even when they win.

Campaigners stress that football does not cause domestic abuse. However, evidence suggests major tournaments can exacerbate existing abusive behaviour and increase the risk of violence in some households. The campaign seeks to force that sad reality into the conversation.

While xV is rooted in UK research, studies from countries including Colombia, Australia and the United States have indicated similar increases in violence against women linked to major sporting events, suggesting this is not simply an England problem but a wider international one.

The campaign launched through a coordinated activation spanning social media, print and outdoor advertising, using football’s familiar language of data and statistics to build intrigue around xV before revealing its true meaning, “Expected Violence”, during England’s opening World Cup match on Wednesday night. Within the first 12 hours of launch, the campaign was amplified by supporters with a combined audience exceeding 3.5 million followers, appeared on more than 200 roadside digital billboards across the UK and secured national media coverage, delivering multi-million audience exposure across online, outdoor and earned media channels.

“Football is the beautiful game, but as survivors, we know that there can be an ugly side to it. Yes, it doesn’t CAUSE domestic abuse, but police and public statistics show that incidents of domestic abuse go up significantly after big matches like the World Cup,”

“It’s so important to raise awareness. The only way to reduce abuse is by standing up against it TOGETHER. We also need to let people know where they can get help if they need it. I am so proud to be supporting ‘The Unspoken Stat’ campaign from I Choose Freedom and Leeds Women’s Aid, two incredible, life-saving charities. And as a Leeds United supporter, I am very happy to see my team sharing this campaign and raising awareness of their local domestic abuse services,” added Brown.

— Melanie Brown MBE, Spice Girl and charity campaigner

“Our priority throughout the tournament is to ensure that anyone experiencing domestic abuse feels supported and protected. We want victims and survivors to know they are not alone, and that help is a phone call away whenever they need it.

Football has the incredible ability to unite people, and we can use this tournament as an opportunity to look out for each other and collectively put a stop to domestic abuse.”

— Assistant Commissioner Louisa Rolfe, national policing lead for domestic abuse

For those seeking support, the National Domestic Abuse Helpline can be reached on 0808 2000 247. Or visit www.ichoosefreedom.co.uk or www.leedswomensaid.co.uk

“Football brings millions of people together in joy, passion and national pride. But for too many women and children, major tournaments are associated with fear and violence behind closed doors. We created xV because we believe this statistic, showing the potential rise in domestic abuse, deserves the same visibility and attention as every other football metric dominating the conversation.”

— Teresa Parker, Communications Director at I Choose Freedom

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