PepsiCo snack brand Lay’s activated its Women’s UEFA Champions League (UWCL) partnership in Brazil through a gender equality ‘Disguised Commentator’ initiative challenging prejudice in soccer through an AI supported social experiment built around female football commentary. Objective Like in many other countries, in Brazil there remains plenty of conscious and unconscious prejudice around women in… Continue reading UEFA Sponsor Lay’s Uses AI To Change Brazilian Female Football Commentator’s Voice Into A Male One In ‘Disguised Commentator’ Live In-Game Experiment Against Soccer Sexism
Tag: Gender Equality
TeamViewer Links With Man Utd, Mercedes-AMG F1 & We Are Fearless To Champion Women In Sports Tech Via ‘SheSportTech’
Early April saw German remote access, connectivity and support tech provider TeamViewer link up with global sports partners Manchester United FC and the Mercedes-AMG PETRONAS Formula One Team to launch an initiative to inspire more women into sports technology called ‘SheSportTech‘. Objective The project seeks to bring to life TeamViewer (and its partners’) belief that… Continue reading TeamViewer Links With Man Utd, Mercedes-AMG F1 & We Are Fearless To Champion Women In Sports Tech Via ‘SheSportTech’
Orange Activates FFA Tie-Up Via Women’s World Cup Equality ‘Blues Compilation’ VFX Campaign
The France Telecom owned mobile brand Orange leveraged its partnership with the French Football Federation (FFF) ahead of the 2023 FIFA Women’s World Cup through a ‘VFX Trick Play’ activation illustrating that female footballers are just as skillful as men. Created by agency Marcel, the brief was to create a campaign that challenged the… Continue reading Orange Activates FFA Tie-Up Via Women’s World Cup Equality ‘Blues Compilation’ VFX Campaign
The GIST Donates Tampons For Every Stroke Tiger Woods Takes At The Masters in ‘Tiger Tamponathon’
Women’s sports media brand The GIST teamed up with Canadian agency Rethink leveraged spiking golfing interest around the 2023 The Masters with an initiative that saw it donate tampons to United Way (British Columbia’s) Period Promise programme for every shot Tiger Woods took during the tournament. The idea sought to highlight period poverty by… Continue reading The GIST Donates Tampons For Every Stroke Tiger Woods Takes At The Masters in ‘Tiger Tamponathon’
Sport England Launches Fresh ‘This Girl Can’ Phase In Bid To End The ‘Exercise Enjoyment Gap’
Late February saw Sport England reprise its award-winning ‘This Girl Can’ initiative aimed at helping women get active with a focus on tackling the sport and exercise ‘Enjoyment Gap’. The fresh wave of UK work is a call-to-arms to the country’s sports clubs and exercise outfits and follows on from research which found that,… Continue reading Sport England Launches Fresh ‘This Girl Can’ Phase In Bid To End The ‘Exercise Enjoyment Gap’
‘Correct The Internet’ Global Campaign Aims To Make Sportswomen More Visible
The internet will generally tell the world that Portugal’s Cristiano Ronaldo has scored the most goals in international football. But it is wrong. The correct answer is Canada skipper and striker Christine Sinclair. This is just one example of how the online world all too often ignores women sports stars and hides their achievements.… Continue reading ‘Correct The Internet’ Global Campaign Aims To Make Sportswomen More Visible
Tennis Australia’s ‘’The United Cup’ Campaign Asks Fans To ‘See The Game’ Not The Gender
Ahead of the 2023 Australian Open, rights holder and national governing body Tennis Australia teamed up with the ATP and the WTA to host and promote the inaugural United Cup – a world-first mixed tennis tournament – through an integrated campaign titled ‘See The Game’. The tournament saw many of the biggest names from… Continue reading Tennis Australia’s ‘’The United Cup’ Campaign Asks Fans To ‘See The Game’ Not The Gender
Ally Bank ‘Watch the Game, Change the Game’ Pledges Sports Gender Equality On Title IX Anniversary
US based Fintech brand Ally Bank promoted its new pledge to boost support for women’s sports by promising male/female equal gender sports investment through a new campaign called ‘Watch The Game, Change The Game’ which aired on broadcast, cable, connected TV, plus on digital and social channels. Launched in late June on the 50th… Continue reading Ally Bank ‘Watch the Game, Change the Game’ Pledges Sports Gender Equality On Title IX Anniversary
UEFA Partner PepsiCo’s Lays & Gatorade Roll Out Game Changing Women’s UCL Final Activations
Two of UEFA partner PepsiCo’s leading snack and beverage brands – Lays and Gatorade – linked on a series of equal opportunities for deserving communities focused grassroots activations to leverage their sponsorship rights around the 2022 Women’s Champions League Final in Turin (Italy) on 21 May between FC Barcelona and Lyon. Continuing parent company… Continue reading UEFA Partner PepsiCo’s Lays & Gatorade Roll Out Game Changing Women’s UCL Final Activations
Belgian Athletes Get Tangled By An Umbilical Cord In ‘Zijkant – Equal Pay Day’ Campaign
A Belgian campaign from client ‘Zijkant – Equal Pay Day’ created by agency mortierbrigade stars a team of former elite Belgian athletes and promotes the 2022 iteration of Equal Pay Day (24 March). The campaign spans film, radio and print ads, PR and activation and was spearheaded by a hero spot which uses athletes… Continue reading Belgian Athletes Get Tangled By An Umbilical Cord In ‘Zijkant – Equal Pay Day’ Campaign
Sports Media Giant ESPN Previews ‘Fifty/50’ Programming For 50th Anniversary Of Title IX
To celebrate the 50th anniversary of the passing of Title IX, ESPN is rolling out a month-long, original-programming push – including documentaries and podcasts – in June to highlight the fight for gender equality in sports and culture and began promoting this in March through a 30-second spot timed to leverage International Women’s Day on 8… Continue reading Sports Media Giant ESPN Previews ‘Fifty/50’ Programming For 50th Anniversary Of Title IX
FC Barça And Delirio & Twain Paint Women’s Symbol On Centre Circle Of Club Pitches
To mark International Women’s Day on 8 March, the various playing fields and pitches belonging to European giant FC Barcelona – the Camp Nou, the Palau and the Ciutat Esportiva – were painted with the universal symbol for women (also known as the symbol of Venus) in the centre circle as the centrepiece of the… Continue reading FC Barça And Delirio & Twain Paint Women’s Symbol On Centre Circle Of Club Pitches
