New Campaign ‘The Unspoken Stat’ Exposes Hidden Domestic Abuse Spike Around England Matches.
Backed by Leeds United, Mel B, campaigners and public leaders, xV aims to make “Expected Violence” the most talked-about stat of the World Cup.
A powerful new campaign launching during the 2026 World Cup aims 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 introduces a new football metric called xV – standing for “Expected Violence” – designed to mirror the language of modern football analysis.
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.
The campaign launched through a coordinated social media activation involving celebrities and campaigners, culminating in the reveal of xV as “Expected Violence” during England’s opening World Cup match on Wednesday, 17 July.
Jade Brown, Equality, Diversity and Inclusion Lead at Leeds United:
“This World Cup, Leeds United are proud to be working alongside Leeds Women’s Aid to support an important campaign that raises awareness of domestic abuse and the support available to those affected, helping to shine a light on an issue that often goes unseen.
As a Club, we are committed to using our platform to signpost our supporters and wider community to the support services available through Leeds Women’s Aid.
This campaign is incredibly important to us. Domestic abuse is never acceptable, and by speaking openly, raising awareness, and standing together, we can help create safer communities for everyone.”
Melanie Brown MBE, Spice Girl and charity campaigner:
“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.”
Jeannette Morris-Boam, Director of Strategy, Partnerships and Influence at Leeds Women’s Aid:
“While an exciting time for football fans around the World, for those experiencing domestic abuse, large scale football tournaments can bring immense anticipation and dread, as factors like increased alcohol intake and heightened emotions can exacerbate abusive behaviours.
This is a crucial opportunity to put violence against women at the forefront of the conversation during the World Cup, and raise awareness of the support available.
At Leeds Women’s Aid, we will always believe you and never judge you. If you are worried about yourself or a loved one, get in touch with our team. In an emergency, always call 999.”
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.
For those in Leeds seeking support, the 24hr Leeds Domestic Violence Service helpline is available 24/7: 0113 246 0401, or learn more about Leeds Women’s Aid’s services at: leedswomensaid.co.uk
The National Domestic Abuse Helpline can be reached on 0808 2000 247.
If in immediate danger, always call 999.
