A flurry of brand activations demonstrates the cultural firepower of women’s sport.
“The Lionesses have brought football home, now it's down to the rest of us to make sure it stays here.” TV presenter Gaby Logan’s stirring conclusion to the England team’s historic Euros win underlined that the legacy of women’s football is all to play for.
While England lost out to Spain in a nail-biting finale, the question for brands and agencies alike is simple: did you lose out by sitting on the sidelines? The close of the tournament brings with it an inflection point for the industry which extends well beyond the traditional realms of sports sponsorship and rights deals.
From redefining role models to capitalising on the appeal of players redefining the game on their own terms, agencies and marketers alike are placing the tournament in the spotlight. The shift surrounding women’s sports and the cultural capital of the players themselves remains at the top of the marketing agenda.
With that in mind here is a round-up of some of the stand-out campaigns, insights and learnings from the landmark tournament.
A new report from Revolt and Kind underlines the long-term opportunity and unique cultural revolution powered by women’s football.
Ahead of the tournament, PHA’s Tim Jotischky considered how the engaged audience and untapped potential of the Women’s World Cup made it such an exciting prospect.
Despite an engaged, excited audience, early on brands were still failing to embrace the opportunities and seemed reluctant to spend.
“Visualise a world where your boots don’t quite fit so you’re more likely to get a serious injury, where every week hours of work are not recognised or remunerated.” The Women’s World Cup served as an opportunity for Household’s Katie Walmsley to consider the importance of inclusivity in design.
MassiveMusic’s Aifric Lennon says the women’s game has a unique opportunity to carve out its own sound.
With just days to go until the Women’s World Cup Dark Horses’ Eve De Haan was calling for more conversation and coverage of the tournament.
Alice Banham on how branding is helping to carve out a new unique identity for Women’s Football.
How Anterior cruciate ligament injuries (ACL) are affecting women in sport and what brands can do to support female athletes.
With games taking place during the day, Joint’s fake AI generated webinar blocks out time in the diary to allow audiences to give the beautiful game their full attention.
A cheeky campaign from EE saw the brand block out the nation’s calendars to allow them to watch the Women’s World Cup semi-final.
The #MoveYourSkin campaign featured Lotte Wubben-Moy to normalise real skin in sports and encourage more women to get out and play.
The campaign from VMLY&R used the women’s game as a launch pad to spotlight the rising rates of suicide in young women under 25.
Nike’s decision and subsequent U-turn on selling Mary Earps’ shirt shows how the brand failed to capitalise on a moment of magic and demonstrate true commitment to female talent.
Josh Green, Executive Creative Director at House 337’s sports practice, looks back at what might have been if brands had embraced the Women’s World Cup
EE and Saatchi & Saatchi celebrated England’s historic performance in the Women’s World Cup with an emotive campaign.
Luis Rubiales’ unsolicited kiss at the FIFA Women’s World Cup underlines the importance of timeTo training.
BBD Perfect Storm’s Daisy Proctor says that brands must invest in the meaningful moments created by women’s sport.
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