From empowerment to performance: Why brands need to shift the narrative around women’s sport
Charlotte RogersBrands should focus on the technical ability of female athletes and tap into the power of male allies to promote a ‘one game’ philosophy.
Inside Paddy Power’s campaign to ‘call bullsh*t’ on football shirt sponsorship
Charlotte RogersPaddy Power’s PR boss discusses its Huddersfield Town sponsorship, including the Twitter storm it caused following the launch of a controversial branded sash on the kit and how it was all part of a wider campaign calling time on football shirt sponsorships.
Leaving a legacy: Why brands are going back to the grassroots of women’s sport
Charlotte RogersIf brands are serious about closing the gender gap in sport they should start by challenging the cultural barriers at a grassroots level.
What to do if you’re priced out of sports sponsorship
Harry LangThe price of Premier League football sponsorship has become prohibitive for most brands, but women’s sport and lower-league teams represent an opportunity to build awareness and advocacy.
Why Green Flag is embracing its challenger brand status
Charlotte RogersCelebrating 25 years as a challenger brand, Green Flag wants to define its purpose and focus on its heritage as it looks to take on breakdown’s big beasts.
Paddy Power kicks off Premier League season with ‘killer’ content push
Charlotte RogersFresh from the launch of its ‘Save our Shirt’ campaign, Paddy Power is ramping up its investment in content in a bid to win the hearts and minds of football fans nationwide.
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Women’s sport has now reached the sponsorship tipping point
Tanya JosephWomen’s sport is prime territory for brands that want to be associated with top-class players who people care about and who are getting media attention.
‘You can’t live in one channel’: Why festivals must look beyond social to survive
Charlotte RogersHeavily reliant on social media marketing and increasingly in search of data insights, festival brands are investing in creativity as they look to capture a greater share of consumer time and attention.
‘It’s much easier when you win’: How NatWest rode the rollercoaster of England’s Cricket World Cup triumph
Sarah VizardNatWest picked the right time to be the main sponsor of England cricket after both the men’s and women’s teams won the World Cup, with sport sponsorship playing a key role in turning around perceptions of the brand.
Vitality on its Netball World Cup sponsorship: We won’t take a cookie-cutter approach
Erin LyonsThe health insurance provider says its challenger status means it can take a “nimble and innovative” approach into its sponsorship of the Netball World Cup, but it must ensure it remains reactive and responsive.
How brands can level the playing field for women in sport
Charlotte RogersAn 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?
How Man City is building an ecosystem around ‘under-served’ women’s football
Erin LyonsManchester City already sees women’s football as a “strategic investment” ripe for innovation, but a new report reveals a major barrier lies not only in speaking to, but also reaching, a new wave of fans.
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Charlotte Rogers: Love Island may be a ratings hit, but it’s a brand risk
Charlotte RogersThis summer’s biggest show on TV may give brands unprecedented access to the millennial market, but with concerns around mental health support and a lack of body diversity, is the risk as high as the ratings?
BT wants to shake off its ‘ornamental’ status with FA sponsorship
Erin LyonsBT has signed a £50m five-year deal with the Football Association as it looks to have “real relevance” with consumers and talk more broadly about its business.
Sky Sports teams up with Visa to launch new Women’s World Cup programme: Women’s World Cup 2019 blog
Erin LyonsWelcome to Marketing Week’s 2019 FIFA Women’s World Cup blog, a chance to catch up on all the latest brand, marketing and sponsorship news around the tournament.
Women’s World Cup: How brands are leveraging a ‘culturally relevant’ moment
Erin LyonsWomen’s football is quickly gaining momentum with the 2019 FIFA Women’s World Cup tipped to lure one billion viewers offering advertisers a momentous opportunity to tap into a “culturally relevant” conversation in a growing commercial market.
Visa looks to end ‘vicious circle’ in women’s football as it launches World Cup campaign
Erin LyonsThe campaign focuses on “empowerment and acceptance” as Visa looks to show how pivotal moments off the pitch can influence the next generation of female footballers as part of its FIFA Women’s World Cup sponsorship.
How marketers are tackling the challenges facing gambling
Charlotte RogersThe gambling industry is in a state of flux thanks to a series of changes to legislation and advertising rules that means gambling brands need to rethink their approach to marketing.
‘Sponsorship isn’t just for the big boys and girls’: Hays on extending its Man City tie-up
Erin LyonsThe recruitment firm might seem like an odd choice of Premier League team sponsor but Hays says smaller firms shouldn’t be put off by the price tag and think about how they can drive engagement, not just awareness.