As the Women’s Euros prepares for kick off, a creative collaboration of women’s sports experts have launched a new campaign urging brands to build legacy rather than likes during the Women’s Euros.

The ‘Pitch in’ campaign, a collaboration between women’s sports consultants See You At Jeanie’s, creative agency People and grassroots team Goal Diggers FC, shows brands the power of grassroots investment. 

The team behind the campaign believe grassroots football is the biggest untapped commercial and cultural opportunity in women’s sport.

The campaign aims to show brands how – and why – they can partner with the vibrant grassroots football scene to help make a real difference in women’s sport. With a target of raising £15k for Goal Diggers FC by bringing in a new headline sponsor so that they can continue to offer subsidised football for those that require it, as well as attracting more partners into the grassroots game overall.

Laura Weston, Co-Founder and Sports Strategist at See You At Jeanie’s, explains: “It’s a tradition during national football tournaments for brands to try and amplify the event with cheeky tactical ads and short-term ambush style campaigns. Whilst this may work in men’s football, for fans and players of the women’s game it can feel performative and wasteful.”

She continues: “Instead, we urge companies to support women’s grassroots teams as a way of creating deeper brand affinity, engaging a lucrative and passionate audience and ensuring budget goes further. These are the partnerships that will deliver beyond the tournament headlines.”

The campaign film was shot by People and features players from Goal Diggers FC discussing the importance of their team and how grassroots go far beyond kicking a ball about at training. 

Gaia Laidler, Chair at Goal Diggers FC, adds: “Brands still struggle to understand the audience of players and fans in women’s football and how they can add value, and that’s why so few brand campaigns resonate with us. I think you’ve got to know us to show us. We encourage any brands that want to work with us to experience it for themselves. Come down to a training session to experience our club ethos and the vibe. By accessing our team, you open your understanding of thousands of women and non-binary people that play every week”

A new era of storytelling in women’s sports

With the promise of this year’s Euros being a tipping point for women’s sports marketing, progressive brands are focused on doing things differently.

Rory O’Donovan, Co-Founder at People, says, “Women’s grassroots football offers incredible storytelling potential. The depth of feeling around the Club and how it has supported the players through a range of experiences - body image, tackling loneliness, returning to sport after having a baby, expression of identity through football - means there are so many stories and perspectives for brands to engage with, whilst offering the chance to make a real impact with any investment.”‘PITCH IN’ aims to highlight the cultural and creative scene of grassroots football, which is rich in activation opportunities.

Jules Hilson, Co-Founder and Creative Strategist at See You At Jeanie’s, adds: “Many women’s grassroots teams are inherently creative and innovative. They are already developing campaigns, merch and events to build their community. As brands themselves, they are ready to collaborate with partners that will authentically integrate into their world and make it better.”

She continues: “Our film aims to showcase what football from a female perspective looks like today - friendship, community, self-expression. We believe grassroots is – and has always been - the heart of the gameand if brands want to invest in football, this is where they should come.”

The campaign launches as a flurry of brands look to use the creative springboard of the women’s game. Earlier this week, EE launched a campaign highlighting the positive impact of football on girls' self-confidence.

Industry experts are increasingly recognising the need for a new playbook for womens sports marketing. A playbook built not on the existing template, but one that embraces the creative liberation of building something new.