Brands all want a stake in women’s sport but not all of them know what to do with its stories. While audiences and investment continue to grow, the real value lies in the depth, emotional resonance and just pure fun of the female athletes’ experience.
The ‘Richness’ of Female Athletes and Why Brands Need to Go Deeper
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.
No One Is Searching for Your Brand Story
As social lives shrink and match days carry more emotional weight, sponsors need a clearer reason to exist. On The Partnership Game, Carlsberg’s Lynsey Woods shows how long-term partnerships, Danish roots and fan-first ideas are helping the brand stay relevant.
Rich Hewes
Uncut with Andrew Barnard, Managing Partner and Co-Founder at 20(Something)
As the world hurtles through a decade of disruption, 20(Something) co-founder Andrew Barnard explains why building an agency for this moment meant ruthlessly focussing on three disciplines and always reminding himself that the work can actually contribute to a better future.
Alex Zeevalkink
