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.
As England’s Lionesses make history by getting to the semi-finals for the second World Cup in a row, Marketing Week reveals the big brand winners of this year’s tournament.
As it battles with the Gambling Commission over the decision not to renew its National Lottery licence in 2024, Camelot has reported ticket sales of more than £8bn for the second year in a row.
Celebrating its 100th anniversary this year, apparel brand Dickies is on a mission to cater to a diverse consumer base spanning builders and tradespeople to skaters and artists.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
In the latest episode of Marketing Week’s podcast series, former Nike CMO Greg Hoffman discusses the origins of 2018’s ‘Dream Crazy’, the secrets of brand identity excellence and why restrictions can be joyful.
