Partnerships with leading brands are having a very positive impact on Girls and Women’s sport.
So says Fiona Cole of the Brand Consultancy, Mission. “It has verified confidence in the product and changed outdated perceptions of Women’s Sport.”
Nuria Hernandez Crespo, Chief Marketing Officer Personal Care for Unilever agrees and says Women’s Sport is starting to be more relevant. “Brands and corporations are going to be very important for the “all-gender agenda.”
Kathryn Swallow, Unilever Rexona Global Brand Lead and Deodorant Category Head, Unilever pointed out that 6 out of 10 girls don’t feel comfortable playing football, citing safety as an issue but also a lack of self-confidence through body issues. “Brands are critical and can make such a positive difference.”
Heineken’s Senior Global Sponsorship Manager, Thomas Mulders confirmed there is still more work to be done. “Throughout the year, you see attendance and audience records being broken. But we are not there yet, with lots of games still in smaller stadium.