Glasgow, June 2026. As the FIFA World Cup 2026 captures global attention, Mediazoo has been appointed PR and media relations partner for It’s a Penalty’s latest campaign aimed at tackling global human trafficking and exploitation surrounding major sporting events.
The campaign will officially launch at a dedicated media event in Glasgow at the end of June, marking the start of activity leading into the Glasgow 2026 Commonwealth Games in Scotland.
Designed as a strategic awareness push, the campaign will engage national media, stakeholders and partners to highlight the risks of exploitation that can rise alongside global sporting events.
The appointment builds on a successful collaboration between Mediazoo and It’s a Penalty during the UEFA Women’s EUROs in Switzerland in 2025, where Mediazoo supported in elevating awareness and driving international media coverage around safeguarding and anti-exploitation measures.
Founded in 2014 by Sarah de Carvalho MBE, It’s a Penalty is on a mission to build a world free from abuse, exploitation and human trafficking. The charity delivers high-impact global awareness campaigns during major sporting events, provides specialist consultancy and training for businesses to identify and mitigate modern slavery risks and strengthen supply chain practices, and leads CommonProtect, its legal advocacy programme focused on strengthening protections for children across the Commonwealth.
By aligning with the global sporting calendar, including Glasgow 2026, the campaign aims to keep the issue in the spotlight, shape policy and drive action against exploitation.
Sarah de Carvalho MBE, Founder & CEO of It’s a Penalty, said: “Major sporting moments bring communities together in powerful ways, but they can also expose hidden vulnerabilities.
“I founded It’s a Penalty after witnessing exploitation firsthand ahead of the 2014 World Cup, and our mission has remained clear ever since: to harness the power of sport to strengthen protection, raise awareness and connect people to support.
“Returning to Glasgow as we look ahead to the 2026 Commonwealth Games is a critical moment. Through this campaign and our partnership with Mediazoo, we are mobilising media, partners and the public to be part of the solution, because prevention starts with awareness.”
The upcoming Glasgow 2026 launch marks the start of a sustained communications push harnessing the power of sport to drive real-world action. The PR element of the campaign will focus on national media, stakeholder engagement and thought leadership, keeping the issue firmly on the agenda as momentum builds towards Glasgow 2026.
Giles Smith, CEO of Mediazoo, said: “At a time when football and major sporting events like Glasgow 2026 are commanding global attention, we have a unique window to elevate issues that might otherwise go unseen.
“As someone who has coached grassroots women’s football, I see the power of sport to unite and inspire. That’s why protecting vulnerable people from exploitation is so critical.
“Our previous work with It’s a Penalty during the UEFA Women’s EUROs in 2025 showed the impact of strategic communications in driving awareness and engagement.
“We’re proud to support this campaign as PR partner, using media and storytelling to shine a light on exploitation and help drive meaningful action.”