For years, women’s sport was sidelined, treated like an afterthought or even a joke. As a girl who grew up playing sports, I rarely saw women like me represented on the big stage. The coverage was scarce, the brand investment invisible. But fast forward to this summer, and it’s hard to imagine that world ever existed.
From packed stadiums to prime-time broadcasts, women’s sport isn’t just having its moment; it’s forging a future of its own. And brands are at the heart of it. Visa’s research reveals that 70% of fans believe brands boost the game’s visibility, while two-thirds say brand investment is essential to its development. And they’re right. Without brand backing, the growth we’re seeing wouldn’t be possible.
That’s where we come in. We’ve been proud to help brands find their voice in this space, not as outsiders, but as genuine champions of the game. This summer, we created campaigns that put women’s sport at the centre of culture, sparked conversations, and elevated worldwide female talent. Here’s how.
GREENE KING SPORT WATCH HER(E)
We teamed up with Greene King to celebrate not one but two global tournaments: The Women’s Euros 2025 and The Women’s Rugby World Cup 2025.
We created Watch Her(e), a fully integrated campaign designed to establish Greene King as the go-to destination where fans could come together to celebrate the phenomenal English and Welsh squads. From a suite of bold animations and social content to in-pub POS and video storytelling, every touchpoint was built to immerse fans in the atmosphere.
Collaborating with illustrator Lisa Tegmeier, we developed a striking visual identity that radiated empowerment, pride and belonging. It showed that women’s sport isn’t waiting for its place; it already belongs at the centre. And Greene King was there, driving the celebration forward, inviting everyone to raise a glass and Watch Her.
TEAMVIEWER X F1 ACADEMY
When TeamViewer partnered with F1 Academy, the goal was clear: to raise the profile of women in sport and tech. We launched the partnership with a series of films spotlighting powerful statistics, crafted to inspire and shift the balance.
But we wanted to go further. How could we take the message from screens to the track itself? The solution was bold. We transformed a Formula One car into a moving canvas, an intricate livery design that featured the faces of more than 200 women leading the way in sport and tech.
Driven by WildCard Esmee Kosterman at the Dutch Grand Prix in Zandvoort, we turned visibility into something fans could truly rally behind. And we didn’t stop there, our team was on the ground capturing the energy, creating content across digital platforms to spread the message far beyond the circuit.
WHY IT MATTERS
The business case for women’s sport has never been stronger. Fans are younger, more engaged, and spend 41% more on entertainment than the general population. Investment doesn’t just drive visibility; it expands fanbases, fuels participation, and creates communities.
But it only works if it’s authentic. Brands need to align culturally, commit for the long haul, and show up in ways that feel true. Done right, the impact goes far beyond sport itself.
THE ROAD AHEAD
Women’s sport is not the future; it is now. With Sky Sports launching a dedicated Sunday show and more tournaments taking headlines, the opportunities for brands are multiplying. Advertising on the big screen, engaging in pubs, supporting athletes — every touchpoint counts.
Our hope? To continue connecting brands with women’s sport and its fans in ways that celebrate, empower and elevate. Because women’s sport is sport, and it deserves nothing less than the spotlight.
