Is this the moment brands commit to women’s sport?
Description
It is the summer of women’s sport, or ‘simply sport’ as Campaign's deputy editor Gemma Charles put it, and records are being broken both on and off the pitch.
The Women’s Euro’s, which was viewed by 16.2 million people during the final, has been touted as the most commercially successful football tournament ever — women’s or men’s — with 30,000 more ads per day than last year’s men’s tournament. The women’s rugby world cup takes place this month and has targeted viewing hours of 50 million versus just under 18 million in 2021, but the board expect it to be nearer 100 million.
In this episode, the Campaign team is joined by Laura Weston, co-founder of sports consultancy See You At Jeanies and a member of the board of trustees for Liverpool FC. Alongside Campaign's deputy editor Gemma Charles and Campaign Red's data journalist Jamie Rossouw, they discuss what’s next for women’s sport and its sponsorships, the gaps that still exist and ask if this is the moment that brands finally get on board.
This episode is hosted by Campaign's tech editor Lucy Shelley.
Further reading:
Women’s sport is the greatest growth opportunity for the sports industry.
Roundup: How brands are celebrating England’s Euros win
How soon before brands build their own women’s football teams?
Women’s Euro 2025 round-up: Watch the ads
Tesco “Receipts” by BBH London
Sports Direct Women's Euros ad enlists stars for park football match
BBC creates stop-motion ad for Uefa Women’s Euro 2025
BBC "Names will be made" by BBC Creative
ITV's Uefa Women’s Euros film travels through history of women’s football
Making sports ads interesting again
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