Record-breaking views for women’s sport in 2023, data shows
Molly InnesThe latest research from Women’s Sport Trust shows 46.7 million people watched women’s sport on linear TV last year.
‘An amazing brand fit’: Peroni partners with Ferrari on F1
Niamh CarrollPeroni Nastro Azzurro 0.0% has signed a multi-year partnership with Scuderia Ferrari, the car marque’s racing division, in a deal that represents an “amazing” fit for the two, according to the brand’s CMO.
Is an inability to understand audiences holding back women’s sport?
Molly InnesBrands and broadcasters should be developing fan bases more to transform attention into revenue for women’s sport.
Peloton CMO departs after 11 months to take top marketing job at Verizon
Molly InnesLeslie Berland had spent almost seven years at Twitter as CMO before Elon Musk’s takeover, and joined Peloton in January to rejuvenate the struggling fitness brand.
Why Adobe has signed a three-year deal to be the new lead Women’s FA Cup sponsor
Molly InnesAdobe is the latest brand to tap into the opportunity of women’s sport, as the FA announces it will sponsor the Adobe Women’s FA Cup until at least 2026.
Nike appoints new CMO amidst leadership shake-up
Josh StephensonNicole Hubbard Graham returns to the business as CMO after departing in 2021.
Women’s sport is bringing new people into sport, data suggests
Molly InnesThe latest Women’s Sport Trust research shows 2023’s viewing figures are down on last year’s, but there was record growth in golf, cricket and netball.
‘It’s no secret we had a perception issue’: How Sports Direct is using Christmas to boost its brand
Molly InnesChristmas is a “great barometer” for seeing where the brand is at, says Frasers Group CMO Beckie Stanion.
How England Rugby is investing in marketing to grow the girls’ game
Molly InnesEngland Rugby has launched a long-term brand platform in the hopes of doubling participation in rugby union for girls aged nine to 18.
‘Commercially sustainable’: Why it’s time for brands to start backing women’s sport beyond big tournaments
Molly InnesEngland and Chelsea’s Jess Carter says brands need to get behind women’s sport on a domestic level, and not just for the glory.
‘It lost its way’: Co-op’s top marketer on doing a better job at highlighting membership
Chris SutcliffeSpeaking on a panel at Marketing Week’s Festival of Marketing, marketers from Manchester United and the Co-op examined the point of creativity.
Nike pledges to ‘stay on the offensive’ as it increases focus on demand creation
Chris SutcliffeThe sportswear retailer is feeling buoyant after a strong first quarter, and vows to stay on the offensive into the rest of the year.
Sky Sports ramps up spend for its ‘biggest ever’ Women’s Super League campaign
Molly InnesSky Sports’ viewing figures for the WSL grew 45% last season, and it is keen to capitalise on this by making its biggest investment behind the league to date.
‘Brilliant basics’: How marketing helped to propel the growth of women’s cricket
Molly InnesThe England and Wales Cricket Board has increased its marketing investment and positioned the women’s game at the same level as the men’s to supercharge its growth, says its women’s game director.
A ‘marquee moment’: How the World Cup final played out for brands
Molly InnesAs the 2023 World Cup comes to an end, here’s how brands marked England’s Lionesses reaching the final, and what needs to come next to drive the game forward.