Now is the time for brands to rip up the rulebook in women’s sport

At House 337’s The Miseducation of Women’s Sport event, industry leaders gathered to discuss the breadth of opportunity in women’s sport and outline how marketers can get involved. Ripping up the current playbook, the panel underlined the importance of selling play over progress and carving out a new model of success that doesn’t have to follow the marketing template established by the men’s game.

Oliver Meade, Senior Sponsorship Manager at Three, shared the importance of investment and looking to sponsorship models that aren’t simply reliant on ROI but brand building too. In the brand’s fifth year of partnering with Chelsea FC, it is focused solely on the women’s team as it is more aligned with Three and its goals.

Where women’s sport is still in its infancy, embracing a challenger brand mindset and thinking creatively about how to get involved with impact, brands have a unique opportunity to be a part of history.

House 337:

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Will the 2025 Women's Euros be a tipping point for equitable investment in women's football?

The Women’s Euros kick off on the 2nd July and all eyes will be on the Lionesses as they battle to defend their winning title. While a lot has changed since the squad's win in 2022, with higher prize money and brands like PepsiCo signing up to sponsor until 2030, there is still a way to go before parity with the men’s game.

Women's sport has long faced a double bind; it is in need of investment to facilitate growth but brands are hesitant to invest while the game is still in its early phases. 

While the brands that get involved now are the ones that will reap the biggest rewards, with all eyes on the upcoming tournament, BITE asked industry experts if the 2025 Women's Euros will be a tipping point for equitable investment in women's football.

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Snickers enlists Aitana Bonmatí for new campaign

One brand already maximising on the cultural firepower of women’s sport is Snickers. For its latest edition of the iconic ‘You’re Not You When You’re Hungry’ brand platform, the brand has called upon Barcelona star and Spanish national player, Aitana Bonmatí. 

The humorous campaign from Snickers and T&P sees Bonmatí tackle the issue of diving, focusing on the simple truth that people do not behave as themselves when they need a snack. The spot makes light of diving as an issue of hunger and Bonmatí is on hand to offer a Snickers to any hungry player to make sure they play fair.

The mockumentary style campaign targets football fans with tongue-in-cheek insight and builds on the long-standing brand platform in a unique new way. 

“It was a fun one to be part of, and as someone who doesn't support diving and who believes we should always show respect for our opponents, I enjoyed being the advocate for stopping those hunger-induced fallings over,” added Bonmatí.

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