Barclays has a heritage in supporting cultural and societal assets such as The Premier League and Barclaycard British Summertime.
We saw an opportunity to help women’s football become recognised and supported at an equal level to men’s, whilst enabling Barclays to focus on its core purpose as ‘opportunity makers for people’.
Driven by our PR and Sponsorship teams, we challenged Barclays’ current sponsorship strategy and worked closely with senior stakeholders to provide a business case for sponsoring women’s football.
We’re incredibly proud to have gone on to deliver the strategy, PR & content for the first title sponsorship of the FA Women’s Super League – Europe’s first professional women’s football league.
The eight-figure investment set a new record for women’s sport in the UK. The partnership was announced at a press event at Bacon’s College, Canary Wharf, led by former English footballer Kelly Smith MBE.
Our PR team, with support from our experiential team, managed the announcement, negotiated messaging and defined the media strategy with The FA’s press office.
The announcement gained coverage across major news and sports outlets across the UK.
- Pieces of coverage across Print, Online, Broadcast & Regionals
- Total coverage reach
- Positive sentiment