“How you creatively market a sport, or team, or an event, is the shop window for the entire sport.”
This is according to Flo Williams, a professional rugby player with Saracens and the Wales national team, and women’s sport lead at marketing agency Matta, which worked with UEFA on its 2022 Euros campaign last year.
Both an athlete and a marketer, Williams’ dual perspective on women’s sport affords her a wealth of insight. “How you market the sport is a huge opportunity to change it quickly. If you do a campaign that blows people’s minds, as soon as it launches, the impact can be massive,” she tells Marketing Week.