Brands are falling over themselves to get into women’s sport, but too many still treat it like a bolt-on sponsorship. The real wins, however, can be found in telling richer stories, tapping into their wider passions, and committing to the game long after the final whistle.
Hannah Bowler
Each week, The Sport Subthread newsletter opens with one take on a moment shaping sport and culture, followed by work, ideas, and hopefully fun references for those of you working across brands, agencies, and rights holders. Welcome to our first edition.
Rich Hewes
Streaming has shattered the old broadcast model. In a creator‑led era where attention lives in chats, clips, and memes, brands must rethink sponsorship measurement around participation, virality, and outcomes – or risk irrelevance.
Contributor
