The 2022 Women’s Euros is set to be the biggest ever women’s football tournament organised at the European level and this year’s edition has proved to be a marketing partnership bonanza for a number of UK-based and global brands.
This year is the first time that the tournament has been hosted by a G7 nation since 2005, when it was last hosted by England – which has undoubtedly helped drive its commercial success.
However, there are also other forces at play. Attitudes towards women’s role in society and sports in general have shifted significantly in the last decade, brought to a head with the recent Everyday Sexism project and the #MeToo movement.
Speaking to Marketing Beat, Darain Faraz, the international brand marketing director for LinkedIn – one of the tournament’s sponsors – lays out just why these major international sporting events are a key driver for equality across the board.
“At LinkedIn we’re championing a gender equal world that’s diverse and inclusive, and it’s a privilege to support UEFA Women’s EUROS 2022 which actively shares and celebrates these values,” he says.
“Sports can be a great leveller. This year’s tournament has seen record-breaking attendance and attracted millions of viewers. I can’t think of a better platform to challenge gender stereotypes, on and off the pitch, and celebrate strong female role models that are paving the way forward for future generations.”
Here are seven of the best marketing partnerships seen in the run up to the tournament – with many of them challenging outdated tropes while also highlighting the positive impact female athletes can have on the next generation.
‘Never Settle, Never Done’ – Nike & Wieden + Kennedy
Wieden + Kennedy London’s ‘Never Settle, Never Done’ spot for sportswear firm Nike celebrates women and girls who take part in grassroots sports across Europe.
The gritty ad, directed by Division’s Valentin Petit, challenges stereotypes around the perceived lack of physicality in women’s sport.
https://www.youtube.com/watch?v=PZIqV7wNyyU&t=68s&ab_channel=Nike
A Nike spokesperson said the spot was “celebrating the athletes and the game today, while working for changes that will improve the future of the game”.
“The level of football has never been higher – investment, media coverage and crowds are at record levels – and more girls are involved in grassroots football than ever before. These achievements cannot be overlooked or diminished.”
Gatorade supports UEFA match officials during Euros
The PepsiCo-owned drinks brand Gatorade has partnered with UEFA to optimise’ female match officials’ health during the Women’s Euros by offering a range of personalised consultations on hydration, sports nutrition and menstruation.
As part of the collaboration, the Gatorade Sports Science Institute (GSSI) is providing officials with access to a range of educational tools in sports nutrition alongside sweat patches to better monitor performance data.
“We support everyone who wants to play and this goes beyond just players on the pitch, but everyone in the sport, including the elite match officials who put themselves through the same rigorous training,” said PepsiCo chief marketing officer and senior vice-president, Mark Kirkham.
“Utilising our heritage and the expertise of GSSI we can help nurture and enhance performance to help take the game to new heights.”
‘12th Woman’ – Heineken & Women in Football
Heineken’s tongue-in-cheek ‘12th Woman’ campaign aims to challenge deep-rooted generational gender bias by poking fun at male-dominated cultural terms.
Various A-listers were recruited for the campaign including Harry Redknapp, Jermaine Jenas, Karen Carney and AJ Odudu.
https://www.youtube.com/watch?v=S7bLgddDz5E&t=38s&ab_channel=Heineken
Heineken marketing manager Stephanie Dexter commented: “While the women’s game has grown massively, a legacy of terms such as ‘man on’ and the ‘the 12th man’ continue to dominate.
“We want this campaign to help close the gender phrase gap in football language, but also invite a conversation about the entrenched bias and inequality that persists across football culture.”
‘Follow In Her Footsteps’ – VCCP & LinkedIn
LinkedIn’s ‘Follow In Her Footsteps’ campaign was created in partnership with the Women’s Euros and various celebrities from the world of women’s football such as Carole Thomas and Rachel Yankey.
This partnership highlights the need for more female role models in day-to-day life and in a professional capacity.
Speaking about the campaign, Faraz said: “We were humbled at the willingness of amazing women like Carol Thomas BEM, Chloe Morgan, Iqra Ismail, Rachel Yankey, OBE, and Anette Borjesson to share their stories with our millions of members on LinkedIn. These women inspire so many women and young girls in sports and other industries.
“Our goal is to highlight the importance of role models on and off the pitch and create awareness of their professional journeys and their path to success.”
Team Visa – Klarna & Visa
Klarna and Visa are sponsoring the Women’s Euros and have enlisted a multitude of female football talent to promote the tie-in.
English stars Lucy Bronze and Fran Kirby have appeared alongside the Netherlands’ Shanice van de Sanden and Sweden’s Kosovare Asllani across a range of OOH displays around major stadia.
“The campaign offers a great opportunity to spotlight the creativity, independence and excellence within the women’s game and we’re proud to have four special Team Visa athletes bring the concept to life,” Visa Europe chief marketing officer Adrian Farina said.
“Hope United” – EE
EE’s latest instalment in its Hope United campaign, ‘Not Her Problem’, is aimed at tackling online misogyny and discrimination ahead of the tournament.
The telecom giant has recruited a team of top professional stars from both men’s and women’s football to help promote the campaign, including Ellen White, Lucy Bronze, Marissa Callaghan, Rebecca Sellar, Demi Stokes, Declan Rice, Trent Alexander-Arnold and Jordan Henderson.
“While the majority will be rightly giving their support to the athletes competing in the Women’s Euros this summer, there will be the vocal minority trying to denounce and discredit the women’s game,” EE chief executive, Marc Allera said.
“Now, more than ever, it is imperative we come together to champion hope over hate, placing the onus on men to own the problem.
“Girls Don’t Like Football, We Love It” – Sports Direct
Sports Direct’s ‘Girls Don’t Like Football, We Love It’ aims to break down stereotypes surrounding women’s perception of and interest in football and raise the profile of the women’s game in doing so.
Sports Direct chief marketing officer, Beckie Stanion said: “The cycle of momentum around the women’s game is driven by international tournaments, and in the past couple of years every aspect of the game has hit the accelerator.”
“We wanted to create a campaign that used this tournament as a catalyst for a new era of women’s football in the UK.”
What will the tournament’s legacy be?
Whatever happens over the next two weeks, England’s Lionesses can leave the pitch with their heads held high, safe in the knowledge that the wide-ranging exposure will have inspired many women and girls across the UK.
As Faraz points out, sport can be a key driver for change, with athletes using their unrivalled platform to challenge attitudes.
“The sporting world has a huge amount to teach leaders and workplaces about the importance of skills like resilience, leadership, and teamwork, and is often an arena in which important conversations about equity and diversity play out on the world stage,” he says.
“But to ensure tournaments like this foster a long-term legacy, it is absolutely essential that these discussions carry on beyond the final whistle.”
