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.
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.
At the end of every week I look at the key stories, offering my view on what they mean for you and the industry. From the nation’s favourite ad of 2022 to the importance of ‘place’ in a marketer’s remit, it’s been a busy week. Here is my take.
A “comprehensive” advertising campaign is to follow later in the spring, as owner Britvic invests behind the brand to prevent loss of market share to private label competitors this year.
The video game developer needed to go beyond a simple stunt to engage League of Legends fans with the launch of its new animated Netflix series.
As new channels emerge the opportunities for brands multiplies, but with control over place diminishing, what can marketers do to reclaim influence over this often forgotten P?