A ‘marquee moment’: How the World Cup final played out for brands
Molly InnesAs the 2023 World Cup comes to an end, here’s how brands marked England’s Lionesses reaching the final, and what needs to come next to drive the game forward.
As the 2023 World Cup comes to an end, here’s how brands marked England’s Lionesses reaching the final, and what needs to come next to drive the game forward.
Ahead of the Lionesses’ historic World Cup final on Sunday, Flo Williams, professional rugby player and women’s sport lead at marketing agency Matta, urges brands to take a more considered approach to marketing women’s sport.
Sky Sports’ marketing director Dave Stratton credits the business’s Marketing Excellence Programme for proving the value of marketing and helping it secure greater investment for this year’s campaign.
Budweiser, Weetabix and Unilever are among the brands throwing their ad spend behind the upcoming Women’s World Cup. An eclectic mix that shows the opportunities brands find in women’s sport.
Ahead of the Women’s World Cup kicking off later this month, are brands prepared and can it follow the success of last year’s winning Euros campaign?
After seeing revenue and profit plummet, Peloton is betting on a relaunch to turnaround the business, moving away from its bike brand positioning and pursuing a new visual identity to appeal to more customers.
To coincide with the launch of its period-proof product, Adidas created a free lesson plan equipping young people with the tools to manage their cycle through nutrition and exercise.
The government’s long-awaited gambling white paper, released today, has called for more action from the industry on targeting, promotions and data use.
Anti-gambling campaigners have said the decision to ban front-of-shirt sponsorships while still allowing these ads to appear elsewhere is “incoherent”.
Reflecting the obsession with stats in sport, BT Sport dug deep into the data behind the online abuse epidemic to start a nationwide conversation about the scale of unseen hate.
Reflecting on its community-focused tie-up with Vista, Liverpool FC claims to have “advanced massively” in the way it measures the effectiveness of its sponsorship deals.
Budweiser is one of the key brands sponsoring the World Cup, but a last minute decision to ban alcohol in Qatar’s stadiums may leave it questioning the future of the partnership.
Attracting 15.8 million new viewers in 2022 alone, interest in women’s sport has been turbocharged by the Lionesses’ historic Euros victory.
Athletes are increasingly in demand for brand endorsements, which means marketers need a complete view of the talent market to seize the right opportunities.
The accounting software company’s new partnership with the Football Association plays into the brand’s history of “backing the underdog”, says marketing boss John Coldicutt.