
From empowerment to performance: Why brands need to shift the narrative around women’s sport
Brands should focus on the technical ability of female athletes and tap into the power of male allies to promote a ‘one game’ philosophy.
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Brands should focus on the technical ability of female athletes and tap into the power of male allies to promote a ‘one game’ philosophy.
An unprecedented number of brands are jumping into women’s sport sponsorships, but are they doing enough to advocate for female athletes or just benefitting from the wave of popularity?
If brands are serious about closing the gender gap in sport they should start by challenging the cultural barriers at a grassroots level.
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