🇨🇭 Euro 2025: Women’s Football Delivers a Tourism Windfall for Switzerland

The UEFA Women’s Euro 2025 is turning out to be more than a sporting event - it’s proving a powerful catalyst for tourism, retail, and national visibility in Switzerland. As the group stages wrap, early indicators point to a transformative moment not just for women’s football but for the broader cultural economy of the host nation.

Women’s Football as an Economic Engine

According to Visa data shared with CNBC, Switzerland saw a 12% year-on-year increase in visitor numbers during the first week of the tournament. Most significantly, fans from Germany, Poland, and the Netherlands led with a 25% increase, while UK visitors rose 20% and those from Italy and France followed with 15% and 10% increases respectively.

Consumer spending across Swiss host cities spiked 27%, with retail sales alone up 30%. Cities like Bern and Thun reported nearly double restaurant and entertainment revenues. It’s a surge that underscores the multiplier effect of major women's sporting events - one that cities and marketers should not ignore.

📊 Supporting Stats

600,000+ advance tickets sold, with 35% purchased by international visitors (UEFA)
22 out of 24 group-stage matches sold out
Visitor spending rose 25% in key host towns like Thun (Visa via CNBC)
Euro 2022 saw global TV viewership reach 365 million, up from 178 million in 2017 (UEFA)

Changing Perceptions, Shaping Culture

For years, packed stadiums for women’s football seemed unlikely. But Euro 2025 builds on the momentum of Euro 2022 in England, which saw landmark achievements in audience numbers, media visibility, and commercial value. The current tournament has amplified those gains, with supporters travelling from 114 countries and matches drawing sold-out crowds.

UEFA’s Nadine Kessler highlighted that over 61,000 Germans, 41,000 English, and thousands more from the US, France, and the Netherlands have travelled to Switzerland - a figure that underscores women’s football’s growing global appeal.

Fans and stakeholders report strong local engagement in cities like Lucerne, where the tournament’s branding and energy permeated daily life. In contrast, cities like Geneva showed a more muted atmosphere earlier in the group stage, suggesting varying levels of local integration.

Still, the atmosphere around the event has been praised for its inclusivity, family appeal, and community spirit - traits that differentiate it from the male-dominated football experience and present a fresh proposition for brands and tourism boards alike.

📝 Key Takeouts

Euro 2025 is already a tourism and commercial success for Switzerland, driven by women’s football’s global momentum.
The economic impact is tangible: +12% visitors and +27% consumer spend in just one week.
Fan experience and civic participation differ across host cities, highlighting the importance of local activation.
Long-term value will depend on legacy planning, from grassroots investment to tourism brand-building.

Women’s football continues to redefine expectations. With the right vision, it can do the same for national brands, cities, and economies.

⚽️📱 Beyond the Statement: Why Football Is Still Failing Players Like Jess Carter on Online Abuse

When Jess Carter stepped onto the pitch during the Women’s EUROs, she represented the future of football: world-class, proudly Black, openly gay. But once again, her success was met with a wave of online racial abuse. The response? Familiar statements, fleeting outrage – then silence.

As someone who led internal reform efforts at a Championship club, I’ve seen how deeply broken the system is. Clubs, leagues and platforms talk a good game. But when it comes to player protection, safeguarding and accountability, the infrastructure just doesn’t exist.

📊 The Scale of the Problem: Discrimination Is Rising, Not Falling

The 2023/24 season marked a record high in reported discrimination across football:

1,332 reports of discriminatory behaviour were made to Kick It Out - a 32% increase year on year
Racist abuse rose 47%, from 496 to 731 cases, making it the most reported form of discrimination.
Player-specific abuse rose 43%, from 277 to 395 cases in the professional game.
Reports of online abuse more than doubled, from 281 to 589 cases.
Players of East and South-East Asian heritage were disproportionately affected, accounting for over 55% of targeted racist incidents in the pro game.

This is evidence that despite years of campaigns and hashtags, the sport is becoming less safe for many players - especially online.

⚙️ The Current Setup: Who Holds Responsibility?

Clubs and Leagues

While individual clubs issue public statements and occasionally report abuse, there are:

No mandatory standards for digital safeguarding.
No enforced training or escalation protocols.
No consistent player support beyond basic wellbeing provision.

In my time at a Championship club, we attempted to build better reporting pathways and player support, but there was no structural guidance from the league. Responsibility sat with individuals, not systems.

Leagues (FA, Premier League, EFL)

The leagues remain heavily invested in PR-driven campaigns like Kick It Out and No Room for Racism. These raise visibility, but they:

Lack enforcement power.
Do not publish club compliance data.
Have no framework for holding clubs accountable for repeated inaction.

Police

Policing of online hate is sparse. With matchday costs already contentious - many forces now ask Premier League clubs to cover a greater share - online enforcement drops down the list. Unless there’s a direct physical threat, police are unlikely to pursue online abuse, especially when perpetrators are anonymous or based overseas.

Social Media Platforms

Despite the Online Safety Act (2023), platforms continue to:

Allow anonymous users to target players with minimal moderation.
Delay or ignore takedown requests.
Withhold data that could support law enforcement action.

Even when clubs escalate serious abuse, there’s often no response unless the issue goes public.

🧱 Structural Challenges: Why the System Doesn’t Work

No central accountability: No body has both the mandate and the power to enforce protection for players.
Platforms profit from engagement: Hate still drives traffic. There’s little financial incentive to act.
Cross-jurisdictional barriers: Online abuse is global. Enforcement is not.
Inconsistent club appetite: Many clubs lack the infrastructure, leadership or pressure to act decisively.
Legislative lag: While the Online Safety Act is a step forward, it wasn’t designed with athletes in mind.

⚖️ The Online Safety Act: Progress, But Limited

The Online Safety Act (2023) introduces Ofcom regulation and fines for platforms failing to prevent illegal content. It’s a significant policy milestone, but:

What it might achieve:

Greater platform transparency and reporting.
Fines for non-compliance.
Strengthened moderation standards for all users.

What it won’t fix:

There’s no athlete-specific protection or escalation channel.
It doesn’t mandate real-time moderation during live sporting events.
It doesn't force platforms to verify accounts or share user data with clubs or leagues.

Without targeted provisions for high-risk groups like footballers, the act remains a blunt tool.

✅ What Needs to Be Done: A Clear Action Plan

To protect players and rebuild trust, football must move from awareness to enforcement. Here’s what that requires:

1. Create a Central Abuse Monitoring and Response Body

Independent from clubs and leagues, with powers to escalate abuse cases to platforms and police.
Provide real-time support to affected players.
Publicly report trends and platform accountability.

2. Mandate Safeguarding Standards for All Clubs

Minimum standards for online abuse monitoring, reporting and player care.
Built into club licensing agreements.
Regular audits, with non-compliance linked to financial penalties.

3. Reform Platform Policy

Mandatory ID verification for users interacting with verified accounts.
Permanent bans for repeat offenders.
Real-time reporting and takedown mechanisms for athletes under attack.

4. Enhance Police and Legal Infrastructure

Fund specialist online hate units with football-focused expertise.
Require social platforms to share user data under streamlined legal processes.
Hold top-tier clubs accountable for funding part of this work.

5. Amend the Online Safety Act

Recognise elite athletes as a defined “at-risk group”.
Introduce enhanced protections, takedown speeds and support services.

🎯 Final Word: Statements Are Not Protection. Systems Are.

Jess Carter should never have to trade visibility for vulnerability. And players shouldn’t have to rely on public outrage to trigger action.

From my own experience inside a Championship club, I can tell you: the appetite to tackle this issue exists on the ground. But without clear standards, funding and accountability, it remains piecemeal and unsustainable.

Football has the money. Social media platforms have the tools. The law is starting to catch up. Now we need leadership - not from players, but from those paid to protect them.

No more statements. It’s time for structural change.

🧃 Rewriting the Playbook: How Dream’s “Girlification” of Sport Media Signals a Cultural Reset

When creator and commentator Dream wrote “The ‘Girlification’ of Sport Media”, she didn’t just observe a shift - she named it. With humour, clarity, and a sharp eye for cultural change, Dream captures how women are transforming sports media from the ground up: not by mimicking the old guard, but by building something faster, funnier, and far more emotionally intelligent.

This is a values shift - one that has major implications for how brands, leagues, and media platforms approach sports storytelling.

📌 What Dream Said—and Why It Matters

Dream’s piece outlines a new era of fandom. One where FaceTime-style commentary trumps studio panels. Where edits to Beyoncé soundtrack player moments. Where creators like Mariah Rose and Kait Maniscalco build trust and community through humour, vulnerability, and style.

She notes: “It’s not always about who jumps highest or scores most—it’s about who they are beyond the court or field.” That’s not sentimentality. It’s strategy. Human-centred storytelling is proving to be a powerful engine for engagement.

According to a 2023 Nielsen study, nearly 75% of women globally identify as sports fans, and more than half became fans in the last few years.

This new fan base isn’t passive - it’s participatory. They’re creating content, sharing edits, buying merch, and watching games. They care deeply. They’re growing the pie.

✅ What’s Working

Creator-Led Coverage: Women are building sports commentary formats that prioritise narrative, relatability, and humour over legacy structures.
Emotional Resonance = Engagement: Viral edits and humorous breakdowns aren’t just entertaining - they increase emotional investment in players, teams, and leagues.
Community-Led Growth: These creators aren’t just attracting followers - they’re activating fans who show up and spend.

⚠️ Where the Friction Lies

Legacy Perceptions: Traditional media still tends to frame women’s sports content as secondary, “not serious,” or stylistically inferior.
Platform Gaps: The platforms benefiting from this new wave aren’t always investing in its sustainability or visibility.
Monetisation Misalignment: Engagement is high, but sponsorship is lagging—especially for creators focused on women’s sports.

🚀 Brand Opportunities

Support the Storytellers: Partner with creators like Dream not to “help them grow” - but to co-create formats that reflect how fans actually consume sport today.
Reframe Credibility: Statistical rigour is important - but cultural literacy is just as valuable. Know the difference.
Back Women’s Sports: Coverage is projected to hit 20% of total media share by the end of 2025. Brands who show up early will build deeper equity.

🔥 Cultural Takeaways

TikTok explainers and aesthetic edits aren’t trivial - they’re the most effective sports marketing formats of the moment.
“Girlified” content is emotionally intelligent, platform-native, and engagement-driven - brands should take notes.
The future of fandom isn’t just male or female - it’s multidimensional.
Women aren’t asking for permission to participate. They’re setting the pace.

📣 For Brand Marketers: 3 Moves to Make Now

Reallocate Spend: Divert legacy media budget into partnerships with women creators driving actual fan growth.
Champion Format Innovation: Invest in lo-fi, creator-native content formats - not just glossy broadcast ads.
Measure Cultural Value: Expand KPIs to include community impact, fandom creation, and narrative resonance.

Dream’s original piece ends with a provocation: “The rise of women in sport media is not just a trend - it’s a cultural reset.” She’s right. Brands can either play catch-up or take the field early. Just don’t show up with a 2007 playbook.

🍾 F1’s Bubbly Revival: Why Champagne on the Podium Still Matters

The symbolism, strategy and spectacle of Moët & Chandon’s return to Formula 1
Inspired by Toni Cowan-Brown’s brilliant piece in Idée Fixe

Formula 1 has never just been about racing. It’s a sport built on ritual, symbolism, and visual storytelling - and few podium moments are more enduring than the Champagne spray. This summer, that ritual got a high-gloss refresh: Moët & Chandon is back as the official Champagne of Formula 1, thanks to a headline $2 billion, 10-year global partnership with LVMH.

Much of what follows is drawn from Toni Cowan-Brown’s excellent deep dive in her Idée Fixe newsletter - a piece that traces the fizzy origins of Champagne in motorsport, unpacks the LVMH-F1 deal, and reminds us why this ritual still carries commercial and cultural weight.

So why does this matter now – and what can brand strategists take from it?

🥂 From Accident to Asset

The tradition started with an accident: Jo Siffert shook a bottle at Le Mans in 1966 and sprayed the crowd. It stuck. Dan Gurney repeated it a year later, and by 1969 it had made its way to F1. What began as a spontaneous moment of celebration became one of sport’s most recognisable images.

But it wasn’t just about celebration – it became a brand asset. As Cowan-Brown points out, the podium spray became shorthand for “triumph, luxury, and the pinnacle of performance”.

💼 A Strategic Return for Champagne

Moët & Chandon dominated F1 podiums for decades, but in 2021, the official fizz switched to Ferrari Trento. While the Italian sparkling wine kept the show going, insiders were always quick to note it wasn’t technically Champagne.

Now, under a broad LVMH partnership spanning Moët, Louis Vuitton and TAG Heuer, the French icon is back – and in style. Moët is not just on the bottles but on the Grand Prix itself, with naming rights to the Belgian GP at Spa-Francorchamps. It's not just product placement – it’s a luxury alignment play.

🌸 Rosé in the Paddock Club: Lifestyle Signals

The LVMH move isn’t just about Champagne either. Whispering Angel – the Provence rosé now partially owned by LVMH – is also flowing through the Paddock Club. As Toni notes, it’s part of a broader lifestyle strategy: one that taps into the preferences of F1’s younger, fashion-forward audience.

It’s not only about prestige, it’s about palette, culture and contemporary codes of luxury.

🔍 Brand Takeaways

1. Rituals matter.
The Champagne spray works because it’s repeatable, cinematic and emotionally resonant. In brand terms, it’s a gold-standard “signature moment”.

2. Symbols scale.
A single image – Champagne sprayed across the podium – communicates victory, luxury, joy. That’s brand equity you can’t buy through media alone.

3. Luxury isn’t static.
By pairing Moët with Whispering Angel, LVMH is showing how tradition and trend can sit side-by-side. Old-world prestige meets new-world lifestyle.

4. The details count.
As Toni notes, even fans clock what’s poured where. What’s served in the Paddock Club isn’t just hospitality - it’s a signal.

5. Culture is context.
The Champagne comeback isn’t random nostalgia. It fits a broader strategy: as F1 expands into new markets and audience segments, brand partners are betting on culture-led moments to anchor their presence.

📌 Final Thought

Formula 1’s renewed relationship with Champagne isn’t just about looking good on the podium. It’s about understanding the commercial power of tradition, the value of symbolism, and the role of emotion in high-performance storytelling.

Thanks again to Toni Cowan-Brown for sparking this reflection. Her full newsletter is well worth a read: Champagne and Motorsports: A Sparkling Love Affair.

🎧⚽️ From Beats to Barça: How Spotify Turned a Shirt Sponsorship Into a Cultural Power Play

Spotify's front-of-shirt partnership with FC Barcelona has become one of sport's most ambitious and effective branding strategies in recent memory. As outlined in Daniel-Yaw Miller’s May 2025 piece for SportsVerse, “How Spotify Built Its FC Barcelona Sponsorship Into a Music-Fashion-Culture Goldmine,” the streaming giant has rewritten the playbook on how brands can activate cultural relevance through sport. By trading traditional logo exposure for timely, artist-led takeovers during global moments like El Clásico, Spotify isn’t just sponsoring football – it’s shaping the future of fan engagement across music, fashion, and sport.

In a rare, behind-the-scenes interview, Marc Hazan, Spotify’s global VP of marketing and partnerships, described this strategy as “hitting the zeitgeist” - and by all measures, it’s working.

🚀 Pros - What’s Working?

Cultural Synergy That Resonates
Spotify’s yearly El Clásico jersey takeovers - featuring artists like Drake, Rosalía, The Rolling Stones and most recently Travis Scott - blend the emotional pull of football with the cultural weight of global music icons. These collaborations transcend fandom, creating mass desirability and tapping into fashion, resale and hype culture.

Record-Breaking Merchandising
The Travis Scott x Cactus Jack x Barcelona jersey set a new benchmark for demand, reportedly reselling for over $2,200 on StockX within days of its release. Earlier drops, like the Barcelona x Rosalía jersey, have also held strong resale value, cementing these pieces as cultural artefacts, not just merchandise.

Innovative Brand Integration
Unlike passive logo placements, Spotify’s activation strategy includes curated matchday playlists by players like Jules Koundé and exclusive artist performances (such as Travis Scott’s first-ever Barcelona concert). These deepen brand affinity while delivering unique experiences to fans.

⚠️ Cons - What Are the Risks?

Lost Traditional Visibility
By removing its logo from the most visible moment of the football calendar - the El Clásico - Spotify forfeits billions of global impressions. This is a high-risk move in a media environment where visibility often equates to value.

Dependence on Artist Relevance
The impact of the partnership is tightly linked to the cultural capital of the artists involved. A misstep in artist selection or backlash around a collaborator could quickly turn a cultural win into a PR problem.

Exclusivity vs Accessibility
While exclusivity drives hype, it may alienate loyal fans unable to afford or access these high-ticket items. Balancing aspirational branding with broad fan inclusion remains a challenge.

🔍 Opportunities - Where Brands Should Pay Attention

The Rise of Football as Fashion
Football kits are no longer just for match days. As Daniel-Yaw Miller notes, they're now fashion items worn by non-fans for style and status. Brands in music, fashion and sport should be exploring how to enter this crossover space authentically.

Reimagining Sponsorship Models
Spotify’s approach redefines what a sports sponsorship can be. Rather than visibility alone, it focuses on cultural currency, storytelling and digital content. This signals a shift in how partnerships should be structured in the age of fandoms and niche culture.

Localisation Meets Globalisation
Artist-led jerseys tap into global pop culture, but Spotify is also leveraging local fan communities with intimate concerts and regional engagement. This hybrid model of global reach with local resonance is an emerging best practice.

🧱 Challenges - What's in the Way?

Maintaining Authenticity
As Hazan emphasised, “staying respectful and authentic to football culture” is key. Over-commercialisation or tone-deaf activations risk alienating hardcore fans and eroding credibility.

Saturation and Imitation
Now that Spotify’s success is evident, copycat models are inevitable. Brands must innovate beyond the initial idea and evolve their execution to maintain originality and impact.

Scalability Beyond Barcelona
The unique cultural cachet of FC Barcelona, combined with Spotify’s artist relationships, makes this model effective. But can it be replicated with other teams or in other sports? Not every partnership offers the same cultural access point.

📌 Key Takeouts

Spotify’s Barcelona deal is redefining the role of sponsorships in culture.
Artist-led jersey swaps create scarcity, hype and commercial returns.
The strategy’s strength lies in merging music, fashion and football authentically.
Risks include visibility trade-offs, artist controversies and pricing exclusivity.
Cultural capital is the new media currency - and brands must invest accordingly.

🔮 Next Steps for Brand Marketers

Rethink ROI: Move beyond impressions and CPMs - ask how your brand can influence culture through partnerships.
Get Embedded: Work with cultural insiders - not just agencies - to ensure brand activations feel real, not reactive.
Design for Desire: Co-create limited products that fans want, not just ones that tick brand boxes.
Embrace Cross-Pollination: Consider how sport, music, fashion, gaming and nightlife intersect – and build at those crossroads.
Plan for Longevity: Don’t chase virality. Build long-term partnerships that allow for evolving, layered storytelling over seasons.

Spotify’s FC Barcelona playbook isn’t just a win for the brand. It’s a signal to the industry: the next era of sponsorship will be led by those who dare to blend creativity, culture and commerce.

🛵 Olympic On-Demand: Why Uber’s LA28 Partnership Signals a New Era in Event Mobility

In a landmark move for both urban mobility and global sports, Uber has been named the official rideshare and on-demand delivery partner for the LA28 Olympic and Paralympic Games, as well as Team USA. This partnership is more than a brand alignment - it’s a strategic play that could reshape how large-scale cultural events manage transportation and logistics. With Uber also powering delivery via Uber Eats within the Olympic Village and select spectator venues, this signals a wider convergence of mobility, commerce and tech-enabled experience.

As cities plan for increasingly hybrid, multi-modal futures, Uber’s integration with LA28 shows how brands can serve infrastructure needs while also embedding themselves in high-visibility cultural moments.

📈 Supporting Stats

According to McKinsey, multi-modal mobility (cars, bikes, scooters, etc.) is expected to grow at a 30% CAGR through 2030, particularly in urban centres.
In the Tokyo 2020 Games, up to 80,000 vehicles were in operation for stakeholders, making transport coordination a major priority (IOC).
The global food delivery market is projected to hit $192 billion by 2025 (Statista), underlining the growing relevance of delivery services for mega-events and venues.

✅ Pros - What’s Working?

Seamless Urban Mobility

Uber’s ability to manage high-volume, real-time transport via rideshare, micromobility, and data-led routing is tailor-made for complex urban sporting events like LA28.

Operational Efficiency

By offering its logistics infrastructure and expertise, Uber supports LA28’s goal of a “transit-first” Games - potentially reducing congestion and easing pressure on public systems.

Enhanced Athlete & Spectator Experience

Uber Eats’ integration within the Olympic Village and selected venue locations offers convenience and autonomy for athletes and fans - supporting LA28’s promise of an athlete- and audience-centric experience.

Brand Visibility at Cultural Scale

Partnering with the Olympics gives Uber unparalleled global exposure, aligning the brand with excellence, performance, and innovation on a world stage.

⚠️ Cons - What Are the Limitations?

Urban Traffic Management Risks

While Uber offers solutions, increased rideshare use could still add to congestion if not carefully integrated with public transport and pedestrian flows.

Worker Concerns

The Games may spotlight ongoing debates around gig worker conditions - especially as Uber relies heavily on drivers and couriers to deliver its Olympic promise.

Brand Saturation

As multiple corporate sponsors crowd the Olympic narrative, Uber will need to work harder to make its role and value proposition stand out.

🔎 Opportunities - What Should Brands Watch?

Infrastructure-as-Service

Uber is positioning itself as an infrastructure partner, not just a consumer-facing app. Brands should explore how to embed capabilities, not just campaigns, in high-impact cultural platforms.

Multi-Modal Strategy

The emphasis on scooters, bikes and walkability could catalyse wider adoption of eco-friendly urban transport - a cue for mobility brands to diversify their service offers.

In-Venue Commerce Integration

The move to offer Uber Eats within stadiums hints at future partnerships between delivery platforms and entertainment venues - an emerging space for innovation.

🧱 Challenges - What Barriers Exist?

Public Scrutiny: The Olympics attract intense global media attention, so any service disruption or safety issue could lead to reputational risk.
Local Resistance: Los Angeles has a complex relationship with rideshare services, and community stakeholders may raise concerns about the impact on local traffic or workers.
Logistical Complexity: Coordinating with LA’s public transport systems, local authorities, and Olympic committees will require meticulous execution.

🗝️ Key Takeouts

Uber’s partnership with LA28 reflects a shift from sponsor visibility to sponsor utility.
Multi-modal mobility and integrated delivery services are now essential for large-scale event experiences.
The success of this partnership could set a precedent for how private platforms support public infrastructure.
There’s a growing expectation for brands to deliver real-world value - not just advertising - during global cultural moments.

🔭 Next Steps for Brand Marketers

Think Infrastructure, Not Just Impressions: Explore how your brand can offer services, systems or tools that deliver value during cultural events.
Plan for Operational Readiness: Any event-facing partnership must be backed by logistics, tech support, and risk mitigation strategies.
Lean into Utility: Look for ways your brand can simplify, enable, or enhance real-world experiences - especially for audiences navigating large, complex environments.
Monitor Public Sentiment: Be ready to adapt messaging and support local concerns, particularly around sustainability and labour.

Uber’s LA28 deal signals a new frontier: one where brand partnerships don’t just sponsor the spectacle - they power its infrastructure. For marketers, the takeaway is clear. Influence isn’t just about presence. It’s about performance.

🎾 Wimbledon’s £409M Win: What Brands Can Learn from the World’s Most Profitable Fortnight in Sport

Every July, Wimbledon captivates audiences with its timeless rituals - pristine tennis whites, strawberries and cream, and the famously stoic queue. But behind the genteel façade is a high-performance commercial engine generating over £409 million ($555 million) in just two weeks.

For brand marketers, the Wimbledon model is more than a sports story. It’s a masterclass in monetising heritage, commanding media value, and maintaining cultural relevance across generations. As global sports properties evolve into content ecosystems, Wimbledon’s model warrants closer inspection.

📊 The Stats That Matter

Wimbledon earned £409 million ($555 million) in 2024, a 7% increase from the previous year and a 162% rise over the past decade (AELTC).
Nearly 50% of revenue came from broadcast rights, led by Disney (ABC & ESPN) in the US and the BBC in the UK.
225 million hours of coverage were viewed in the UK alone last year, with a peak audience of 7.5 million for the men’s final (BBC).
The total prize pot reached £53.5 million ($72.5 million), with £3 million ($4.1 million) each awarded to the men’s and women’s champions.

✅ Pros - What’s Working?

Heritage Drives Global Equity
Wimbledon’s longevity, symbolism, and discipline create unparalleled brand consistency. It feels both exclusive and universally understood, which makes it an attractive platform for partners across categories.

Media Rights as a Growth Engine
High-value, long-term partnerships with major broadcasters ensure stability and visibility. With rights set to go up for renewal post-2027, competition among UK networks like Sky Sports and TNT Sports could drive further gains.

Cultural Relevance Through Tradition
Wimbledon doesn’t chase trends - it defines its own. From the queue to the dress code, the tournament maintains its values while still delivering spectacle.

⚠️ Cons - What Are the Limitations?

Free-to-Air Constraints
UK legislation mandates that culturally significant events remain free-to-air, limiting bidding wars that would otherwise inflate broadcast deals.

Opaque Commercial Strategy
Unlike newer sports properties, Wimbledon’s partner ecosystem is less transparent. Marketing revenue isn’t clearly itemised, which may suggest under-leveraged assets.

Reliance on Legacy Media
While strong in traditional broadcasting, Wimbledon’s digital engagement strategy remains conservative. TikTok, Twitch, and emerging creator platforms are largely untapped.

🌱 Opportunities - Where Should Brands Focus?

Immersive Fan Experience Innovations
As premium hospitality and brand activations grow in sport, there’s room for Wimbledon to extend its physical experience into virtual realms, augmented access, or VIP metaverse extensions.

Sustainable Brand Integration
Wimbledon’s pristine image is ideal for brands focused on sustainability, design, and slow luxury. The right alignment could unlock long-term equity rather than just seasonal spikes.

Next-Gen Storytelling
There’s significant headroom in player-led content, behind-the-scenes storytelling, and interactive formats for global audiences who don’t watch full matches but still engage deeply.

🧱 Challenges - What Could Disrupt the Model?

Competition from More Flexible Properties
The ATP and WTA continue to innovate with new tournament formats and player-centric media. Wimbledon’s commitment to tradition can risk becoming a constraint if not balanced with modernisation.

Audience Fragmentation
Even with strong linear ratings, attention spans are shifting. Without compelling content for short-form and social-first channels, future growth could plateau.

Global Talent Tensions
Geopolitical issues, visa policies, and athlete activism may increasingly affect global participation and sentiment, especially at tightly curated events.

🧠 Key Takeouts

Wimbledon is proof that heritage, when handled strategically, can deliver outsized commercial returns.
Media rights, not sponsorships or ticketing, remain the financial backbone.
There is untapped value in digital, experiential, and sustainability-driven brand partnerships.

🔜 Next Steps for Brand Marketers

Audit Your Heritage - Can your brand own tradition the way Wimbledon does, and if so, how do you modernise it without dilution?
Push for Content Co-Creation - Rather than static placements, pursue narrative integration with cultural properties.
Target the ‘Quiet Luxury’ Space - Wimbledon’s aesthetic aligns with the growing trend for understated excellence and sustainable prestige.
Advocate for Media Versatility - Don’t just buy broadcast; help shape how content is distributed and repurposed across platforms.

🧢 What £1 Billion Really Buys: Man City and Puma’s Cultural Power Play

Manchester City’s record-breaking extension with Puma isn’t just a kit deal - it’s a statement about brand ecosystems, cultural capital, and global dominance.

This week, Manchester City announced a 10-year contract extension with Puma worth up to £1 billion, cementing the club’s partnership with the German sportswear giant until 2035. It’s now the most lucrative kit deal in English football history, surpassing Manchester United’s £900m deal with adidas signed in 2023.

More than just a commercial agreement, this signals how sports brands are evolving from sponsors into strategic partners shaping identity, fan engagement, and even international expansion. As kit deals morph into long-term brand-building alliances, there’s a deeper game being played - and marketers would do well to pay attention.

🟢 Pros - Strategic alignment, not just sportswear

Since the original 2019 deal, Manchester City have won six Premier League titles. That success, combined with Puma’s design ambition and brand agility, has helped both parties redefine what a kit partnership looks like.

Cultural reach: Puma’s association with the City Football Group (CFG) extends far beyond the Etihad - it includes sister clubs Girona, Melbourne City, Mumbai City and Palermo, helping Puma extend its global footprint in key markets.
On-field success = off-field leverage: City’s trophy-laden run has increased fan acquisition, social media reach, and merch sales - a critical feedback loop for Puma’s growth.
Brand synergy: Both City and Puma position themselves as disruptors - youthful, modern, and global - appealing to Gen Z and emerging football markets.

🔴 Cons - Risk of saturation and brand fatigue

A 10-year deal at £100m per season sounds impressive - but scale brings risk.

Creative repetition: With long-term deals, kit design risks becoming formulaic or predictable unless constantly reinvigorated.
Fan expectations: In a fast-moving culture where fans expect drops, collabs, and fresh aesthetics, long deals must deliver sustained excitement.
Exclusivity tension: Puma’s widespread club affiliations could dilute the distinctiveness of City’s look and feel unless carefully managed.

🟡 Opportunities - Beyond kits: ecosystem branding

This is about much more than shirts.

Lifestyle expansion: Puma has shown interest in blending sport, fashion, and streetwear (see: LaMelo Ball or Rihanna Fenty). City could become a platform for more lifestyle-oriented drops.
Digital fan engagement: With CFG’s global tech-driven structure, expect smarter integration of data, NFTs, and customisation across Puma activations.
Emerging markets: The link with clubs in India, Spain and Australia creates cross-market leverage. Puma can test regional campaigns and scale global hits.

⚫ Challenges - Global volatility and brand governance

Big deals bring big expectations - and even bigger scrutiny.

Political and ethical considerations: With growing attention on club ownership models and sportswashing accusations, brand partners will face reputational spillover.
Market unpredictability: Exchange rates, inflation, and sports media rights fluctuations could affect how “value” is calculated over a decade.
Creative consistency: Ensuring Puma delivers innovation at the same pace as City’s ambitions will be key to sustaining excitement over 10 years.

📌 Key Takeouts

Man City’s £1bn Puma deal sets a new benchmark for brand-athlete collaborations.
Long-term kit partnerships are becoming brand ecosystems - influencing fashion, content, and international growth.
Creative differentiation, not just financial scale, will define the success of these mega-deals.

🔮 Next Steps for Brand Marketers

Think ecosystem, not endorsement: Look at how partnerships can evolve across multiple touchpoints, from product drops to storytelling and fandom.
Global-local balance: Use flagship deals to power regional plays. CFG’s club portfolio is a case study in local nuance under global brand strategy.
Plan for longevity: If you're committing long-term, build structures for creative reinvention, not just year-one buzz.

🥊 Katie Taylor vs Amanda Serrano 3: What 6 Million Viewers Mean for Women’s Sport and Streaming Strategy

The third bout between Katie Taylor and Amanda Serrano wasn’t just a rematch, it was a moment of reckoning for women’s sport, boxing visibility, and Netflix’s live event ambitions. Held at Madison Square Garden on 11 July 2025 and streamed globally via Netflix, the event drew an impressive average minute audience of 6 million viewers - with 4.2 million tuning in from the US alone.

For context, while their previous fight on the Mike Tyson-Jake Paul undercard reached a record-breaking 74 million global viewers, this standalone headline card still ranks as one of 2025’s most-watched women’s sporting events. It also achieved the highest gate for any female sporting event in MSG history - $2.63 million.

This fight card signals more than just viewership numbers. It points to shifting expectations around how women’s sport is packaged, distributed, and monetised - especially as platforms like Netflix step further into live broadcasting.

📈 Pros - Growth Signals for Women’s Sport & Streaming

Streaming Scalability: Netflix proving it can successfully host a global live sports event with major reach (Top 10 in 43 countries).
Cultural Capital: The Taylor vs Serrano trilogy cements both athletes as icons, drawing crowds comparable to major men’s bouts.
Revenue Benchmarks: A record-breaking gate at MSG confirms growing appetite for elite women’s boxing as a ticketed live experience.

⚠️ Cons - The Comparison Trap

Drop from Previous Viewership: The 6 million AMA pales in comparison to the 74 million drawn during the Tyson-Paul event – highlighting how star power and card curation still heavily influence women’s sport visibility.
Platform Maturity: Netflix’s sports play remains nascent. Unlike ESPN or DAZN, it lacks habitual sports viewers, affecting repeat tune-in patterns.

🔍 Opportunities - Building a Women’s Sport Flywheel

Athlete-Led Promotions: Serrano and Taylor’s ongoing success shows the viability of women-led, athlete-first storytelling and promotion.
Integrated Campaigns: Brands can build multichannel campaigns around female fighters, aligning with themes of resilience, equity, and excellence.
Global Growth: With international Top 10 rankings, brands should note the cross-border appeal of marquee female boxing events.

🚧 Challenges - Sustaining Momentum & Investment

Inconsistent Viewership: Without consistent scheduling or anchor events, women's boxing risks peaking episodically rather than building longitudinal growth.
Media Narratives: Coverage still tends to compare women’s events to men’s benchmarks rather than valuing them on distinct terms.
Brand Reluctance: Some mainstream sponsors still hesitate to commit large-scale budgets to women's sports events without proof of ROI.

📝 Key Takeouts

Netflix is making strides in live sports, with women’s events offering breakthrough opportunities for differentiation.
Taylor-Serrano 3 shows strong fan demand and commercial potential, even if not reaching the scale of crossover novelty fights.
Women's sport continues to break attendance and gate records when marketed as premium content.

👉 Next Steps for Brand Marketers

Invest Early in Female Fighters: Align with emerging stars before they hit peak cultural recognition. Think long-term partnerships.
Prioritise Streaming Partnerships: With platforms like Netflix scaling up live events, brands have new digital placement and integration options.
Champion Authentic Storytelling: Move beyond empowerment tropes. Focus on legacy, rivalry, skill, and achievement.

This event was a test of how women’s sport can live on premium platforms and how brands and platforms can shape its future.

🧠 Meta Quest enters the WNBA chat with immersive retail takeover

As women's sport hits new cultural highs, Meta Quest is using mixed reality to claim a front-row seat. The VR headset brand has expanded its NBA partnership to spotlight the WNBA, launching a 24-hour takeover of New York’s NBA Store - reimagined as a fully branded WNBA retail experience. With appearances from Sue Bird, mascot Ellie the Elephant, and live Quest headset demos, the activation is designed to blend fandom, tech, and cultural capital.

The move arrives as brands increasingly invest in women’s sport as a high-growth, high-engagement space. By integrating WNBA access directly into the Meta Quest ecosystem - including five immersive VR broadcasts this season - Meta is pushing beyond traditional sponsorship into experiential platform strategy.

Pros - Why this matters for brand momentum

Cultural timing: WNBA viewership has grown 21% YoY, with Gen Z women leading digital engagement (Nielsen, 2024). Meta’s timing aligns with the league’s ongoing cultural rise.
Platform as venue: Meta Quest isn’t just a headset, it’s positioning itself as a destination for live, immersive sport content.
Retail meets experience: The NYC store activation bridges physical and digital engagement, creating a one-day fan event designed for both IRL buzz and social media traction.

Cons - Limitations and watch-outs

Niche scale: While WNBA interest is growing, VR audiences remain relatively small compared to traditional broadcast.
Discovery friction: Accessing immersive content still requires user intent, hardware, and app fluency - limiting reach for more casual fans.
One-off format: A 24-hour retail activation drives urgency but may lack lasting visibility unless followed by sustained campaign activity.

Opportunities - What brands should watch

Sport as a VR content driver: Live events, especially fast-paced formats like basketball, are testing grounds for immersive storytelling.
Female athlete partnerships: Collaborating with players like Sue Bird allows brands to tap into athlete-led cultural influence with credibility.
Mixed reality meets merchandise: Limited-edition drops paired with headset demos hint at the potential for AR/VR-led commerce.

Challenges - Structural and strategic hurdles

Conversion to regular use: A single event may drive trial, but not necessarily sustained headset engagement.
Competing for attention: As Apple, TikTok, and others enter the spatial and immersive space, Quest must differentiate on content and cultural relevance.
Infrastructure limits: Physical activations are resource-heavy and can be difficult to scale outside of flagship cities.

Key Takeouts

Meta Quest is using women’s sport as a proving ground for VR engagement and cultural alignment.
The WNBA activation reflects a shift from sponsorship to immersive platform-led experiences.
Headset-based content still faces barriers to mass adoption, but delivers strong fan immersion in the right context.
Retail activations can serve as high-impact brand moments, but need long-term strategies to sustain relevance.

Next Steps for Brand Marketers

Explore cross-reality activations that integrate physical spaces with VR or AR content for event amplification.
Build athlete-first narratives by partnering with players who drive cultural engagement, not just performance.
Use sport as a testbed for new formats - whether immersive content, interactive commerce, or community-led storytelling.
Prioritise accessibility by ensuring any immersive content is easy to discover, use, and share across platforms.

🧯 Cracks in the Circuit: Why Formula E's Buzz Isn’t Powering Business

In a week that should have celebrated audience growth and digital reach, Formula E instead faced a sobering reality: one of its most prominent teams is folding. The exit of NEOM McLaren from the all-electric championship exposes a deeper commercial dissonance. Behind the hype of record viewership and social media traction lies a harder question for brand and commercial partners: if Formula E is thriving, why are the teams not?

As marketers increasingly chase purpose-led partnerships and sustainability narratives, Formula E ought to be a goldmine. But the McLaren news suggests the series may be struggling to convert cultural relevance into financial resilience.

📈 Pros - Media Metrics and Mission Alignment

Formula E’s headline stats paint a promising picture. According to Nielsen data (via Kantar), the Mexico City E-Prix in January drew 10.5 million viewers - reportedly outpacing the Las Vegas Grand Prix by 80%. Global fan growth hit 23% year-on-year, with 491 million worldwide TV viewers and a billion social media impressions in the 2024-25 season.

Sustainability credentials also remain strong. The championship continues to attract interest from automotive brands keen to explore electrification and R&D in a competitive setting. Jaguar, for example, is committed to the Gen4 rule set through to 2030, tying the series to its electric transformation plans.

⚠️ Cons - Fragile Foundations Beneath the Optics

But the commercial ecosystem behind the scenes tells a different story. Despite its performance pedigree and brand equity, McLaren could not find a buyer for its Formula E operation - a team that had formerly secured titles under the Mercedes EQ guise. This leaves the series with just 10 teams for the 2025-26 season, the lowest number since 2018.

Several manufacturers have scaled back in parallel. Nissan has made deep global cuts, and Jaguar’s current low visibility is the result of a deliberate pause in production as it repositions itself. These shifts reduce the series’ immediate value proposition to sponsors looking for exposure through top-tier OEMs.

🔍 Opportunities - Strategic Repositioning and Brand Utility

Formula E still holds strategic potential for brands, especially those aiming to lead in mobility, innovation and climate-conscious narratives. With growing pressure on brands to back up ESG claims with action, Formula E offers a live testbed for visibility, R&D, and storytelling.

There’s also scope for activation innovation. Beyond standard sponsorship, Formula E allows for immersive, city-based brand experiences in key global markets. Tapping into these opportunities with clearer, more credible metrics could help unlock new value.

🚧 Challenges - Monetisation, Trust, and Transparency

One of Formula E’s biggest issues is the apparent disconnect between its audience claims and the commercial traction of its teams. If millions are watching, why aren't sponsors queuing up? This raises doubts about the valuation and verification of its metrics - a concern amplified by the fact that the data is paid for and disseminated by the series itself.

There are also internal tensions. Cost-cutting within the organisation, changes to marketing operations, and expensive misfires like the “Evo Sessions” in March suggest financial constraints are tightening. And while media headlines suggest growth, insiders are increasingly aware of the contradiction between external optics and internal reality.

🧠 Key Takeouts

Formula E’s reported media growth is not translating into team sustainability or sponsorship inflows.
McLaren’s exit raises serious questions about the financial health and structural appeal of the series.
The series still holds brand potential but must bridge the gap between purpose-led optics and commercial outcomes.
Trust in metrics, clarity on ROI, and a focus on tangible brand utility are essential for future success.

🏁 Next Steps for Brand Marketers

Interrogate the numbers. Don’t take audience stats at face value - ask how metrics are verified and what engagement actually looks like.
Use Formula E as a pilot lab. Brands can explore sustainability innovation, test product integrations and deploy experiential campaigns in future-facing cities.
Invest in long-term credibility. Partnering with teams or activations that offer transparency and consistency will pay off more than splashy title deals.
Monitor mobility trends. As EV adoption scales globally, Formula E could become more commercially valuable - but it’s not there yet.

For further analysis on the McLaren Formula E team’s closure and the commercial contradictions surrounding the series, see Sam Smith’s excellent piece for The Race: “McLaren exit poses uncomfortable questions about Formula E 'bubble'” (Jul 10, 2025).

🧢 Heritage Meets Hustle: Carhartt x '47 Bring Grit Back to Sports Merch

In a climate where fandom meets fashion and utility is the new luxury, Carhartt and '47 have reignited a collaboration that’s more about culture than clothing. Dropping in time for MLB All-Star Week 2025, the Carhartt x '47 collection is built for those who show up with intensity - whether they’re clocking in or cheering from the bleachers. This isn’t about flash, it’s about function with meaning. And it lands at the intersection of workwear and sports loyalty at a moment when both have cultural currency.

🧠 The Stats Speak:

Sports merchandise is booming: The global licensed sports merchandise market is expected to reach $57.5 billion by 2030 (Allied Market Research, 2023).
Utility wear is in demand: Workwear-inspired fashion grew 12% YoY in 2024, according to Edited.
Crossover collabs count: 61% of Gen Z consumers prefer brands that collaborate with others to create limited collections (YPulse, 2024).

✅ Pros - The Cultural and Commercial Upside

Authenticity: Both Carhartt and '47 have decades-deep heritage. This adds weight and credibility to their collaboration.
Utility-forward design: Using Carhartt’s rugged duck cloth brings a level of practicality to fan gear, appealing to buyers who want durability alongside team pride.
Expanded reach: By covering all 30 MLB teams and planning rollouts for NBA, NFL, NHL and NCAA, the collection maximises its relevance across fan communities.

⚠️ Cons - Limitations to Watch

Nostalgia fatigue: The "heritage" positioning risks feeling recycled if not backed by new energy or storytelling.
Limited seasonal wearability: Heavy-duty workwear isn’t always comfortable or practical in warmer climates.
Distribution bottlenecks: Launching across multiple leagues may create fulfilment challenges and staggered interest.

🔍 Opportunities - What Brand Marketers Should Note

Lifestyle integration: The collection’s blend of fashion and function taps into the “all-day wear” trend. Fans increasingly want merch that transcends game day.
Storytelling potential: The link between hard work and team loyalty offers rich territory for campaigns that spotlight real fans and workers.
Retail partnerships: The rugged aesthetic opens up placement opportunities beyond traditional sportswear retail, including streetwear boutiques and workwear-focused outlets.

🚧 Challenges - Strategic Risks Ahead

Standing out in a crowded collab market: Sports and fashion collabs are frequent. Without clear positioning, this one risks blending into the noise.
Brand dilution: If not carefully curated, expanding across too many leagues could undermine the tight cultural focus.
Sustainability expectations: Gen Z and younger millennial buyers will be scrutinising the environmental impact of durable goods made from cotton and synthetic blends.

🔑 Key Takeouts

Heritage brands are finding new cultural relevance by leaning into utility, grit and crossover appeal.
Sports merch is no longer just memorabilia - it’s becoming an everyday fashion category.
Fans want collections that reflect their lifestyle, values and identity - not just their team colours.
Strategic collaborations can bring new life to legacy brands when executed with purpose and narrative cohesion.

📌 Next Steps for Brand Marketers

Dig deeper into fan personas - Who’s buying utility-driven merch and why? Look beyond superfans to find under-served micro-communities.
Balance nostalgia with narrative - Make heritage relevant by telling new stories. Highlight modern-day fans, workers and their passions.
Expand utility beyond apparel - How might this aesthetic translate into gear, content or digital activations?
Align with purpose - If you’re tapping into “hard work” as a theme, show commitment to worker rights, fair labour, and sustainable materials.
Think cross-league but stay culturally coherent - Every sport has a different fan culture. Tailor messaging and creative to match, rather than take a one-size-fits-all approach.

📱 AR Meets the Arena: Snapchat and RWS Global Revolutionise In-Stadium Fan Engagement

As stadium experiences compete with at-home viewing, tech-driven innovation has become key to drawing fans into physical venues. That’s why the new partnership between Snap Inc. and RWS Global matters. Announced just ahead of the World Aquatics Championships and British & Irish Lions Tour, this collaboration brings augmented reality (AR) directly to spectators’ seats, merging live sport with immersive digital overlays.

This isn’t Snap’s first foray into sports engagement, but it marks a strategic evolution - shifting from personal mobile AR to large-scale, communal in-venue experiences. For brand marketers and event sponsors, it’s a signpost of where fan activation is heading next.

🚀 Pros – What’s Working?

1. Enhanced in-venue entertainment
Snapchat’s AR Lenses, integrated with RWS Global’s PV4 playback system, offer real-time visual overlays synced with venue screens—giving fans playful, branded interactions during downtime.

2. Scalable innovation
The technology will debut at major events across multiple venues, showing its adaptability to different sports formats and audience scales.

3. Monetisation for rights holders
Custom AR games and filters provide new commercial inventory for sponsors, with opportunities for branded experiences, social sharing, and data capture.

⚠️ Cons – Limitations and Risks

1. Device reliance
Fans still need smartphones to engage with AR lenses, which could limit participation among demographics less comfortable with tech or with poor connectivity in-stadium.

2. Experience fragmentation
AR activations may add novelty but risk becoming a distraction or gimmick if not tightly integrated with the core sports experience.

3. Brand saturation
As more sponsors jump into AR-led activations, the novelty may wear off, leading to cluttered or overly branded environments.

🔍 Opportunities - What Should Brands Watch?

1. Co-creation with fans
Snapchat lenses offer personalisation potential. Brands that use AR to let fans co-create content—like designing a virtual jersey or making their own replay GIF - will unlock higher engagement.

2. Global-local hybrid experiences
AR activations can be tailored by venue and audience. This presents an opportunity for brands to blend global campaign consistency with regional cultural relevance.

3. Integration with first-party data
Venue-based activations could tie into wider CRM strategies if ticketing data and AR interaction insights are connected - boosting personalisation for future marketing.

🧱 Challenges - What Could Get in the Way?

1. Connectivity infrastructure
Many stadiums still struggle with bandwidth. For AR activations to run smoothly, venues must invest in robust mobile and Wi-Fi capacity.

2. Content fatigue
Without regular updates or campaign refreshes, even the best AR experiences can become repetitive over time.

3. Measurement and ROI
AR engagement is still hard to quantify in direct sales or brand lift terms. Clear metrics and case studies will be essential to justify ongoing investment.

✅ Key Takeouts

Snap and RWS Global are scaling up AR for communal in-stadium experiences.
The initiative offers brands new monetisation and engagement formats.
AR activations must balance novelty with strategic integration.
Infrastructure and measurement will be make-or-break factors for long-term success.

🔮 Next Steps for Brand Marketers

Audit your sports partnerships: Where could AR enhance existing activation plans?
Co-develop with platforms: Work directly with Snap to shape branded lenses tailored to your audience and tone.
Think post-event: Capture and repurpose fan-generated AR content for broader campaigns or CRM.
Plan for refresh cycles: Treat AR like a content series, not a one-off stunt - keep it fresh and relevant.
Push for data access: Collaborate with event organisers to ensure your AR activations feed into a wider data ecosystem.

The future of live sport isn't just on the pitch - it's layered in lenses, triggered by cheers, and shared through stories. As AR becomes a fixture of the stadium experience, the most memorable fan moments may no longer be just about what happens in the game, but how audiences see and share it.

🧹 Cleaning House: YouTube Tightens Rules on AI-Generated ‘Slop’ Content

YouTube’s crackdown on “inauthentic” content marks a strategic shift in the platform’s fight against low-effort, AI-generated media. As of 15 July, the company will update its YouTube Partner Program (YPP) monetisation policies, targeting mass-produced and repetitive content - much of it now made possible by generative AI tools.

For brand marketers, recruiters, and content strategists, this policy update is more than a tweak to platform guidelines. It signals a growing platform-wide push to preserve quality, trust, and authenticity in the age of synthetic content.

📊 Supporting Stats

AI content is booming: According to Goldman Sachs, generative AI could automate up to 25% of content creation across industries by 2025.
Low-quality content is on the rise: A 2024 report from 404 Media uncovered that a viral YouTube true crime channel was entirely AI-generated, sparking user backlash and wider platform scrutiny.
Trust is fragile: Research from Edelman’s Trust Barometer shows that 61% of global consumers say they would lose trust in a platform if it profits from misleading or fake content.

✅ Pros - What’s Working?

Clarification, not overreach: YouTube insists this is a “minor update” designed to provide clearer examples of inauthentic content. This could help creators better navigate what’s monetisable.
Spam deterrence: Cracking down on mass-produced AI content helps reduce spam-like experiences for users, which could increase watch time for high-quality content.
Brand protection: For advertisers, clearer boundaries help ensure their ads don’t appear alongside deepfakes, misinformation, or AI-generated “slop.”

⚠️ Cons - What Are the Limitations?

Unclear enforcement: The actual policy language hasn’t been released, which creates uncertainty for creators and agencies alike.
Reaction and remix grey areas: While YouTube says reaction videos and clip commentary are safe, the subjective nature of what counts as “original” could lead to over-moderation.
Risk of over-correction: Without nuance, some small creators using AI ethically could be penalised alongside bad actors.

🔍 Opportunities - What Should Brands Focus On?

Authenticity as currency: This policy shift reinforces that audiences (and platforms) value originality. Brands investing in distinctive, human-led content will stand out.
Human-AI hybrids: AI isn’t banned - but lazy automation is. Brands can explore ethical, creative AI integration (e.g. voice cloning with disclosure, AI-enhanced scripting) that complements rather than replaces human input.
Content audits: Now is a smart time to evaluate brand channels and partnerships for content integrity and alignment with evolving YPP standards.

🚧 Challenges - What Barriers Persist?

Platform inconsistency: YouTube’s track record of enforcement is mixed. Scams, deepfakes, and AI spam still surface despite tools for reporting them.
Speed of AI innovation: AI video creation is advancing faster than moderation systems can adapt. This creates whack-a-mole enforcement challenges.
Monetisation anxiety: For creators and agencies managing influencer talent, these updates raise fears of sudden demonetisation without clear recourse.

📌 Key Takeouts

YouTube is updating monetisation rules to combat AI-generated, repetitive, or spammy content.
The update, while framed as minor, reflects growing concerns about platform quality and user trust.
Ethical AI use is still allowed, but originality and value-add are critical.
Brands must reassess content strategies, especially where AI tools are involved.

🎯 Next Steps for Brand Marketers

Audit creator partnerships for content originality and compliance with YouTube’s evolving standards.
Avoid full automation: Refrain from publishing fully AI-generated content without significant human input or editorial oversight.
Prioritise disclosure: Where AI is used, make it transparent to viewers.
Explore quality signals: Invest in creators and content that demonstrate thought leadership, creativity, and audience trust - all of which are likely to be favoured by future algorithms.

YouTube’s tightening grip on AI slop isn’t just policy housekeeping. It’s a cultural signal: originality still pays.

🏈 Shifting the Sidelines: Women Are Quietly Redefining NFL Ownership

The NFL has long projected an image rooted in tradition, masculinity, and legacy. But behind the gridiron spectacle, a quieter transformation is unfolding in the boardrooms: women are becoming a growing force in team ownership.

With the Indianapolis Colts now officially led by the three daughters of the late Jim Irsay, 12 of the league’s 32 teams currently count women as either controlling owners or significantly active stakeholders. This includes high-profile figures like Kim Pegula (Buffalo Bills), Dee Haslam (Cleveland Browns), and Denise DeBartolo York (San Francisco 49ers). Women now represent over 37% of top-tier ownership structures in the league - a substantial shift for a sport often perceived as slow to diversify.

This trend reflects a broader evolution. According to Forbes, the number of female sports team owners across all US leagues has increased by 30% since 2015. And it's not just in ownership - ESPN reports that 38% of NFL league office roles are now held by women, with over 50% of entry-level hires also female. These shifts suggest a growing pipeline of female leadership shaping the sport from multiple angles.

It’s a notable change in a league that didn’t see its first female owner until 1947, when Violet Bidwill inherited the then-Chicago Cardinals and became the first woman to win an NFL championship. Nearly eight decades later, the landscape remains uneven - but the influence of women in ownership is no longer an anomaly.

🏟️ NFL Teams with Female Ownership or Leadership (2025)

A record 12 of the 32 NFL franchises now include women as controlling owners or with major leadership roles. These include:

Indianapolis Colts - Carlie Irsay-Gordon (CEO), Casey Foyt (Executive Vice President), and Kalen Jackson (Chief Brand Officer) lead the team after their father’s passing.
San Francisco 49ers - Denise DeBartolo York has served as Co-Chair since 2001, continuing the DeBartolo family legacy.
Kansas City Chiefs - Sharron Hunt, daughter of founder Lamar Hunt, is an influential part-owner.
Cleveland Browns - Dee Haslam co-owns the team and plays a visible leadership role in operations and strategy.
Buffalo Bills - Kim Pegula is team President and CEO (currently on medical leave), a central figure in the team’s resurgence.
New Orleans Saints - Gayle Benson is the principal owner and also owns the NBA’s Pelicans.
Detroit Lions - Sheila Ford Hamp has been principal owner since 2020 and is part of the Ford family legacy.
Las Vegas Raiders - Carol Davis, widow of Al Davis, maintains control alongside her son Mark Davis.
Tampa Bay Buccaneers - Glazer family co-ownership includes daughters with active roles in franchise oversight.
Tennessee Titans - Amy Adams Strunk has served as controlling owner since 2015 and has prioritised operational consistency.
Seattle Seahawks - Jody Allen became team owner after her brother Paul Allen’s death and manages multiple team assets.
Denver Broncos - Carrie Walton Penner and Mellody Hobson are key members of the Walton-Penner ownership group.

🔍 Is Women’s Leadership Driving Revenue?

NFL as a whole generated over $23 billion in revenue in the 2024 fiscal year, with nearly 9% growth year-over-year .
Some franchises with female leadership are among the highest-valued teams:
- The 49ers were valued at around $8.5 billion during their latest deal
- The Chiefs hold a valuation of $4.85 billion
- The Raiders stand at $6.7 billion
Balance-sheet impact: Under NFL rules, teams receive shared media revenue (~$400M+ per team annually), and this distributed revenue accounts for the majority of franchise income. Having women in ownership ensures they benefit directly from this steady revenue stream.
Brand and fan alignment: Women make up 46% of NFL fans; visible female leadership can strengthen fan engagement, reaffirms brand trust, and support merchandising growth.

🧠 Key Takeouts

12 of 32 NFL franchises now have women in major ownership roles - a historic milestone
These teams include several of the league’s most valuable franchises - e.g. 49ers, Chiefs, Raiders.
While individual impact data is limited, shared revenue models ensure all owners, including women, benefit from NFL commercial success.
Female leadership aligns with a fanbase that's nearly half women - enhancing potential brand equity and loyalty.

🔎 Next Steps for Brand Marketers

Partner with teams led by women, tapping into their brand credibility and fan resonance.
Activate storytelling around diverse ownership in campaigns, particularly when targeting female fans.
Review sponsorship strategies, recognising that leadership diversity can be a differentiator in the market.
Track future data releases: aim to benchmark commercial impact on women-led teams compared to league averages.

🕶️ Meta’s Smart Bet: Why Its €3B Stake in EssilorLuxottica Matters for Brand Marketers

Meta has reportedly acquired a 3% stake in EssilorLuxottica, the eyewear giant behind Ray-Ban and Oakley. The €3 billion ($3.5 billion) investment signals more than a financial move - it’s a strategic deepening of Meta’s long-term push into AI-powered hardware, particularly smart glasses. For brand marketers, this signals a growing convergence of fashion, tech, and augmented experiences - and a new frontier for branded interaction.

Smart Glasses Are Becoming Mainstream

Smart glasses are no longer novelty gadgets. Ray-Ban Meta glasses, launched in 2021, have seen stronger-than-expected uptake, prompting deeper collaboration between the two companies. The addition of Oakley-branded glasses in 2025 further expands Meta’s footprint.

According to Counterpoint Research, smart wearable shipments are expected to reach 600 million units globally by 2027, with smart glasses making up an increasing share thanks to their blend of function and style.

What’s Working: Pros

Blending Style and Tech: Unlike bulky headsets, smart glasses from Meta x EssilorLuxottica integrate cameras, AI assistants, and voice commands into traditional eyewear styles.
Brand Equity Built-In: Ray-Ban and Oakley bring decades of cultural cachet, helping smart glasses sidestep the “gadget” stigma that plagued earlier wearables.
Direct-to-Consumer Ecosystem: Meta’s ownership of the hardware enables control over user data, interface, and services - bypassing gatekeepers like Apple or Samsung.

Limitations and Risks: Cons

Privacy Backlash: Always-on cameras and voice assistants raise surveillance concerns, especially in public spaces.
Fragmented Market: Many players - from Amazon to Snap - are competing, with no clear standard or dominant form factor yet.
Battery and Tech Constraints: Miniaturisation of sensors and batteries remains a technical challenge, limiting extended use.

Opportunities for Brands

Immersive Advertising: Smart glasses open the door for context-aware branded overlays - from virtual product try-ons to real-world-triggered content.
Hands-Free Search and Commerce: AI-powered voice interfaces can enable seamless product discovery and voice shopping.
Location-Based Activations: Brands could build activations where digital layers appear in physical spaces - offering exclusive content, offers, or narratives.

Challenges Ahead

Platform Dependency: Early brand integration may hinge on Meta’s ecosystem, creating reliance on its APIs and data policies.
User Adoption Curve: While growing, smart glasses adoption is still niche relative to smartphones or smartwatches.
Creative Format Limitations: The screenless nature of some models means brands need to rethink UX beyond visuals.

Key Takeouts

Meta’s €3B stake cements smart glasses as a core hardware pillar, not an experimental side project.
The fusion of fashion and function (Ray-Ban, Oakley) gives smart glasses cultural traction.
Brand experiences must evolve to fit AI-driven, screenless, voice-first interfaces.
Smart glasses offer a glimpse into the future of ambient, always-available branded interaction.

Next Steps for Brand Marketers

Start Prototyping: Develop voice-first or audio-based branded content for wearable interfaces.
Monitor Smart Wearables: Track consumer sentiment and behaviour around emerging smart glasses platforms.
Engage Early: Partner with Meta or other platforms for early branded beta activations - to learn, iterate, and lead.
Think Beyond the Screen: Rethink your brand’s identity in an ambient, visual-light, context-heavy future.

Meta’s investment in EssilorLuxottica is not just a bet on smart glasses - it’s a signpost toward the next major shift in how people experience digital content in the real world. For marketers, the time to explore is now.

📱 TikTok's US Reinvention: What It Means for Brands, Creators and Culture Marketers

TikTok is preparing to split. According to The Information (July 7, 2025), the platform is developing a U.S.-specific version of its app ahead of a possible sale to American investors. The redesigned app could hit U.S. app stores by 5 September, with users expected to migrate fully by March 2026.

This development is driven by U.S. political pressure: former President Donald Trump confirmed discussions with China are set to resume, stating a deal is “pretty much” in place. But Beijing’s stance on ByteDance divestment remains unclear, especially following tariff escalations earlier this year.

For brand and creator marketers, this is more than a policy story. It’s a shift in the infrastructure behind the most culturally potent social platform in the U.S., home to over 135 million monthly active users, and a key engine for youth trends, creator commerce, and real-time content discovery.

✅ Pros: What Could Work in Marketers’ Favour

Platform continuity, with political cover
If a U.S. version helps TikTok avoid a ban, the platform gets a new lease on life with less regulatory uncertainty. That brings much-needed stability to brands and creators who’ve held back due to legal ambiguity.

Opportunity for region-specific innovation
A U.S.-operated version could develop custom tools, formats and features tailored to domestic user behaviour and commercial needs. Think: better brand safety controls, integrated commerce, or enhanced first-party data access.

Potential return of cautious advertisers
TikTok’s U.S. ad revenue is expected to grow from around $10 billion in 2024 to over $14 billion in 2025. A U.S.-sanctioned version could trigger budget reallocation in Q4 and beyond, especially among marketers seeking a stable, scalable alternative to Meta or YouTube.

First-mover advantage during relaunch
If TikTok reframes itself publicly around the U.S. launch, early brand partners could benefit from increased visibility, promotional support, and platform favouritism.

❌ Cons: Risks and Limitations to Monitor

Fragmentation across markets
Two versions of TikTok could mean diverging algorithms, user interfaces, or product roadmaps. Global campaigns may require localisation not just in message, but in platform mechanics.

Friction in user migration
Users will need to download a new app by March 2026. That opens up a window of churn, confusion, and content drop-off - especially among less tech-savvy or casually engaged users.

Creator monetisation could stall
If monetisation tools (Creator Fund, gifts, brand collabs) lag during the transition, top creators may diversify to other platforms. That threatens TikTok’s cultural edge and brand reach.

Continued political exposure
Even if the app relaunches under U.S. ownership, regulatory scrutiny won’t vanish. Data practices, content moderation, and youth safety remain open targets for legislation.

⚠️ Watchouts for Brand, Creator and Influencer Marketers

API and data access may change. Campaign measurement tools and analytics platforms could experience lags or require re-integration with the new U.S. app.
Influencer performance benchmarks may reset. If engagement metrics shift due to user drop-off or algorithm tweaks, influencer rates and ROI models may need recalibration.
Paid media planning needs agility. Paid placements might face a brief pause or changes in approval processes. Flexibility in budget allocation will be key.
Creator contracts may need updating. Usage rights, timelines, and KPIs tied to TikTok activations should account for app migration scenarios and audience volatility.

📌 Key Takeouts

TikTok is developing a new U.S.-specific app, reportedly launching 5 September 2025, with full user migration expected by March 2026.
135M+ U.S. monthly users and 1.6B+ globally are affected—core audiences for creator-led campaigns.
Global ad revenue exceeded $23B in 2024, with U.S. revenue expected to hit $14B+ by end of 2025.
If TikTok is pulled from the U.S., up to $8.6B in ad spend could migrate to competitors like Instagram and YouTube.
This shift is both a risk and an opportunity for brands ready to move quickly and creatively.

🎯 Next Steps for Brand Marketers

Map exposure to TikTok U.S.
Audit current spend, creator partnerships, and campaign dependencies. Identify key risks and backup plans.
Scenario-plan for split platforms.
Develop strategies for U.S.-only TikTok operations, especially if global features diverge or if content must be localised for performance.
Engage creators early.
Proactively brief creator partners on what’s known, plan long-term relationships, and be ready to support their transition between versions.
Monitor platform announcements closely.
Watch for updates to commercial policies, new ad tools, and the timeline of deprecation for the old app.
Stay agile across your short-form mix.
Invest in creative flexibility that can move between TikTok, Reels, Shorts, and emerging formats as needed.

TikTok’s U.S. reboot marks a new phase in the platform’s evolution - from global disruptor to regional battleground. For marketers, it’s not just about brand presence. It’s about preparedness, speed of response, and having the right creators in your corner as the next version of TikTok takes shape.

Club World Cup’s Growing Pains: A Marketing Misfire or a Format in Need of Patience?

FIFA’s revamped Club World Cup should have been a landmark moment: a chance to showcase the world’s top club sides in a fresh, global tournament format. Instead, the early headlines have focused on half-empty stadiums, tepid atmospheres, and troubling stats. With over 1 million empty seats across the group stage, it’s time to ask: is the Club World Cup concept oversaturated or simply in need of refinement and time?

Let’s break down what went wrong - and how it can be salvaged.

What Went Wrong: A Marketing Miss at Every Turn

1. Confusing Value Proposition
For casual fans, the Club World Cup still doesn’t carry the same prestige as the UEFA Champions League or even domestic leagues. Marketing failed to communicate why this matters. What’s the story? What’s at stake?

2. Poor Market Fit
Hosting group stage games in large, historic venues like MetLife and the Rose Bowl might have looked good on paper, but the lack of local club connection meant empty seats and disengaged crowds. Cincinnati and Orlando saw crowds below 7,000 - that’s barely MLS level on a bad day.

3. Oversaturation and Timing
The Club World Cup now competes for attention in a calendar bursting at the seams. Players are stretched thin, clubs are reluctant, and fans are fatigued. A bloated football schedule combined with summer tournament overload (Euros, Copa América, Olympics) makes it tough to carve space.

4. Underwhelming Broadcast Impact
Despite being on primetime cable (TNT, TBS, truTV), the English-language broadcasts averaged just 360,000 viewers. For context, that’s less than an average Premier League match on NBC in the US.

Is the Market Oversaturated - or Just Not Ready (Yet)?

This is the central tension: was the Club World Cup doomed by a saturated sport marketing landscape, or does it just need time to embed?

The answer is: both.

Yes, the football calendar is saturated. The modern fan is overwhelmed by matches, and this tournament doesn’t yet have the cultural weight to cut through. But new formats always need time to grow. The UEFA Nations League, Women’s Champions League revamp, even T20 cricket faced similar scepticism early on.

The Club World Cup can work, but it needs to earn its place - not just demand it.

How FIFA Can Improve the Club World Cup

1. Anchor It in Culture
Let the host cities and regions influence the tournament identity. Right now, it’s “World Cup Lite.” To thrive, it must feel different - not just look like a scaled-down international tournament.

2. Fix the Format
Cut the number of matches. Make it tighter, knockout-based, and easier to follow. No fan wants to wade through 48 group stage games in June.

3. Align with Club and Player Needs
This can’t become another source of player burnout. FIFA must work with clubs and players’ unions to ensure sustainable travel, rest, and incentives.

4. Make the Stakes Clear
Fans follow jeopardy. Tell the story. Is this the club version of international glory? Then show why lifting this trophy matters - to fans, players, and brands.

5. Smarter Ticketing and Stadium Strategy
Stop chasing optics. It’s better to have a full 20,000-seat venue than a half-empty 60,000-seat one. Build the atmosphere first, then scale.

Conclusion: It’s Not Game Over, But Time for a Rethink

The Club World Cup isn’t a total failure - yet. But FIFA must decide if this is a genuine new pillar in global football or just a branding exercise stretched too thin.

The attendance figures don’t lie, and the player fatigue is real. But with sharper strategy, cultural grounding, and better storytelling, the Club World Cup could still become what FIFA hopes: a truly global celebration of the best in club football.

But for now? The audience isn’t buying in. Literally.

e.l.f. Isn’t Playing Games: How Beauty’s Underdog Is Winning Sports Marketing

By now, most brand strategists know that investing in women’s sport is no longer a fringe play - it’s one of the most high-impact, high-return moves in modern marketing. But what e.l.f. Cosmetics is building under CMO Kory Marchisotto isn’t just a sponsorship portfolio, it’s a blueprint for how purpose-led sports marketing can unlock both equity and mass-market opportunity.

From the PWHL to the NWSL, NASCAR to Twitch, and even the Super Bowl, e.l.f. isn’t “entering” sports - it’s rewriting the rules of engagement. Here’s why their approach is one every brand marketer should be studying right now.

1. This Is Access Marketing.

Marchisotto puts it best: e.l.f. isn’t selling makeup, it’s selling access. And that insight is what transforms each sports partnership into a cultural movement. By backing women athletes across underserved sports and untapped fanbases - from IndyCar’s Katherine Legge to Paralympic swimmer Anastasia Pagonis - e.l.f. is doing more than turning up. It’s holding the door open.

Stat to know: 94% of women in the C-suite played sports. e.l.f. connects the dots between access to sport and access to power - turning every sponsorship into a statement on leadership, visibility, and inclusion.

2. e.l.f. Sees the Gaps Where Other Brands See Risk

In a sports marketing landscape where only 9% of sponsorship dollars go to women’s sports (Sports Innovation Lab, 2023), most brands hesitate. e.l.f. acts. The brand's Super Bowl strategy? Spotting that 50% of the audience are women, but less than 1% of ads actually speak to them. Cue Jennifer Coolidge, age 60, in an unapologetically pink moment of disruption. And then back again the next year, with an 80-year-old fronting a spot. Proof that e.l.f. doesn’t just back underdogs - it centres them.

Brand move: Instead of following demographics, e.l.f. flips them into strategic insight. Where others see a women-heavy audience as irrelevant to sport, e.l.f. sees massive underexposure, and therefore, massive brand potential.

3. It’s Not Just Who They Sponsor - It’s How They Show Up

This isn’t about logo slaps and generic media buys. When e.l.f. activated around Katherine Legge at the Indy 500, the result was seismic. The brand’s installation had queues stretching for miles - surrounded by legacy oil and gas sponsors, e.l.f. became the symbol for a new era. A pink car, a female driver, and fans who’d never seen themselves reflected on track before. Emotional relevance, brand-first design, and disruption in one move.

4. From Twitch to Wrestling: Playing Where Others Aren’t

One of e.l.f.’s earliest moves was launching a Twitch channel (e.l.f. You) after discovering that 77% of women on the platform had experienced bullying. Rather than exit the space, e.l.f. created one. The channel became a digital sanctuary where makeup, gaming, and identity could coexist - with real talk, financial literacy, and leadership lessons thrown in. That same mindset led to the brand sponsoring women’s high school wrestling, now the fastest-growing girls’ sport in the US.

This is future-forward brand marketing. Less about being seen in all the usual places. More about finding where your audience isn’t yet seen, and turning up with purpose.

5. Partnerships With Cultural Architects, Not Just Teams

From Billie Jean King to Sarah Spain and the iHeart Women’s Sports Audio Network, e.l.f. aligns with changemakers. Their “Change the Board Game” campaign reframed leadership in a visual, viral way - pushing for more women and diverse leaders on corporate boards. The power here? Using sports not just for fan engagement, but as a lens to challenge systems and influence structures.

Why This Matters

e.l.f.’s model is proof that sports marketing - done right - is no longer about placing logos, it’s about placing values. In a media and cultural landscape where representation is the battleground, e.l.f. shows how beauty brands (and beyond) can activate in sport not to follow culture, but to build it.

For CMOs and strategists, this is a case study in:

Identifying underleveraged audience spaces
Reframing DEI into action-based strategies
Using brand as a bridge between access and equity
Understanding fan culture not by sport, but by unmet need

High-Impact Stats Recap:

94% of women in the C-suite played sport (EY)
Only 9% of sponsorship dollars go to women’s sport (Sports Innovation Lab, 2023)
50% of Super Bowl audience are women, yet less than 1% of ads target them (e.l.f. insight)
77% of women on Twitch report being bullied (e.l.f. research)
Women’s wrestling is the fastest-growing high school sport in the US (NFHS)

Final Word:

This is not a campaign playbook. It’s a paradigm shift. e.l.f. isn’t playing the sponsorship game. It’s changing it - and inviting the industry to rethink what sports marketing can do for brand equity, audience trust, and long-term cultural impact.

Check out the full interview on Adweek for deeper insights from Kory Marchisotto. https://www.adweek.com/brand-marketing/elf-cosmetics-sports-marketing-cmo-kory-marchisotto/

From Personality to Platform: 6 F1 Fan Trends Sports Marketers Can’t Afford to Miss

The 2025 Global F1 Fan Survey is more than a snapshot of motorsport loyalty. It’s a cultural crystal ball for sports marketers and brand strategists alike. With over 100,000 fans across 186 countries weighing in, the data reveals how F1 has transformed from a legacy sport into a lifestyle-led, culturally fluent content machine - and what it means for brands chasing relevance.

Here are six key shifts every sports marketer needs on their radar:

1. F1 Fandom Is Global, Female and Under 35

42% of F1 fans are women. Gen Z now makes up over a quarter of the base, and 74% of new fans are female. This isn’t a blip - it’s the future.

🧠 Why it matters: Representation isn’t a nice-to-have. It’s a strategic imperative. If your brand still speaks to the “traditional fan,” you're missing the fastest-growing audience in sport.

2. Content Is Daily, Cross-Platform, and Creator-First

61% of fans engage with F1 content every day. YouTube, Twitch, TikTok, podcasts, and fan forums are now the beating heart of the ecosystem.

🧠 Why it matters: Content is no longer support - it’s the sport. Think in formats, not feeds. Build storytelling engines that run year-round.

3. Drivers Are the New Front Door

For newer fans, especially Gen Z and women, drivers - not teams - are the emotional hook. 49% of female fans cite a driver as their main reason for watching.

🧠 Why it matters: Your partnership strategy should be talent-led and personality-driven. Fans don’t just follow athletes, they relate to them.

4. Live Experience Is a Loyalty Driver

48% of global fans have attended a race, with 73% of U.S. fans planning to. IRL matters - but it’s digital that drives the intent.

🧠 Why it matters: Think beyond the track. Meet fans in malls, at meetups, in pop-ups and arcades. Cultural access points drive brand salience.

5. Fashion, Lifestyle, and Identity Are Growth Engines

58% of Gen Z fans say style is part of their fandom. From Armani to Dior, Louis Vuitton to Hot Wheels, F1’s fashion and culture game is dialled in.

🧠 Why it matters: Sport x style is the new power play. Branded fashion collabs, limited drops and personality-led merchandising are proving sticky.

6. Sponsorship Still Converts -When It’s Cultural

76% of fans see sponsors positively. 50% of APAC fans and 43% of Gen Z Americans are more likely to buy from F1 sponsors.

🧠 Why it matters: Logo slaps won’t cut it. The ROI lives in relevance. Go deep on human storytelling and cultural alignment to drive emotional equity.

Final Word for Sports Marketers

The F1 ecosystem is proof that fan behaviour is evolving fast - and becoming more personal, participatory and platform-native. This isn’t about watching sport. It’s about living it.

If your brand wants in, the playbook is clear: lead with story, show up in culture, and centre the fan- not the format.

Women’s Football as an Economic Engine

📊 Supporting Stats

Changing Perceptions, Shaping Culture

📝 Key Takeouts

📊 The Scale of the Problem: Discrimination Is Rising, Not Falling

⚙️ The Current Setup: Who Holds Responsibility?

Clubs and Leagues

Leagues (FA, Premier League, EFL)

Police

Social Media Platforms

🧱 Structural Challenges: Why the System Doesn’t Work

⚖️ The Online Safety Act: Progress, But Limited

✅ What Needs to Be Done: A Clear Action Plan

1. Create a Central Abuse Monitoring and Response Body

2. Mandate Safeguarding Standards for All Clubs

3. Reform Platform Policy

4. Enhance Police and Legal Infrastructure

5. Amend the Online Safety Act

🎯 Final Word: Statements Are Not Protection. Systems Are.

📌 What Dream Said—and Why It Matters

✅ What’s Working

⚠️ Where the Friction Lies

🚀 Brand Opportunities

🔥 Cultural Takeaways

📣 For Brand Marketers: 3 Moves to Make Now

🥂 From Accident to Asset

💼 A Strategic Return for Champagne

🌸 Rosé in the Paddock Club: Lifestyle Signals

🔍 Brand Takeaways

📌 Final Thought

🚀 Pros - What’s Working?

⚠️ Cons - What Are the Risks?

🔍 Opportunities - Where Brands Should Pay Attention

🧱 Challenges - What's in the Way?

📌 Key Takeouts

🔮 Next Steps for Brand Marketers

📈 Supporting Stats

✅ Pros - What’s Working?

Seamless Urban Mobility

Operational Efficiency

Enhanced Athlete & Spectator Experience

Brand Visibility at Cultural Scale

⚠️ Cons - What Are the Limitations?

Urban Traffic Management Risks

Worker Concerns

Brand Saturation

🔎 Opportunities - What Should Brands Watch?

Infrastructure-as-Service

Multi-Modal Strategy

In-Venue Commerce Integration

🧱 Challenges - What Barriers Exist?

🗝️ Key Takeouts

🔭 Next Steps for Brand Marketers

📊 The Stats That Matter

✅ Pros - What’s Working?

⚠️ Cons - What Are the Limitations?

🌱 Opportunities - Where Should Brands Focus?

🧱 Challenges - What Could Disrupt the Model?

🧠 Key Takeouts

🔜 Next Steps for Brand Marketers

🟢 Pros - Strategic alignment, not just sportswear

🔴 Cons - Risk of saturation and brand fatigue

🟡 Opportunities - Beyond kits: ecosystem branding

⚫ Challenges - Global volatility and brand governance

📌 Key Takeouts

🔮 Next Steps for Brand Marketers

📈 Pros - Growth Signals for Women’s Sport & Streaming

⚠️ Cons - The Comparison Trap

🔍 Opportunities - Building a Women’s Sport Flywheel

🚧 Challenges - Sustaining Momentum & Investment

📝 Key Takeouts

👉 Next Steps for Brand Marketers

Pros - Why this matters for brand momentum

Cons - Limitations and watch-outs

Opportunities - What brands should watch

Challenges - Structural and strategic hurdles

Key Takeouts

Next Steps for Brand Marketers

📈 Pros - Media Metrics and Mission Alignment

⚠️ Cons - Fragile Foundations Beneath the Optics

🟢 Pros - Strategic alignment, not just sportswear

🔴 Cons - Risk of saturation and brand fatigue

🟡 Opportunities - Beyond kits: ecosystem branding

⚫ Challenges - Global volatility and brand governance

📌 Key Takeouts

🔮 Next Steps for Brand Marketers