Busch Light Leverages NASCAR’s Daytona 500 With ‘Accelerate Her’ Female Driver Programme

Busch Light leveraged spiking early season NASCAR interest around the 64th running of the Daytona 500 with the official launch of a new female talent ‘Accelerate Her’ driver sponsorship program and campaign.   Described as a first-of-its kind US programme, ‘Accelerate Her’ aims to pave the way for women drivers to make it to the… Continue reading Busch Light Leverages NASCAR’s Daytona 500 With ‘Accelerate Her’ Female Driver Programme

DAZN & Common Goal Team Up To Tackle Global Issues Via ‘Changing The Game, Together’ Partnership

The last week of September saw sports streaming platform DAZN team up with pledge-based social impact charitable movement Common Goal for a campaign and a multi-million dollar pledge, a 1% global employee time and a resource commitment.   The partnership is focused on three fundamental and deep-rooted issues within and beyond football: gender equity, racial… Continue reading DAZN & Common Goal Team Up To Tackle Global Issues Via ‘Changing The Game, Together’ Partnership

Volleyball World Launches ‘Equal Jersey’ To Support Gender Equality on World of Sport

Volleyball World teamed up with Ogilvy Social.Lab in mid-June to launch a specially designed ‘Equal Jersey’ to raise gender equality awareness in volleyball and across world sport.   The ‘Equal Jersey’ will be worn by some of the world’s leading volleyball players at the 2021 Volleyball Nations League (VNL) (running between 25 and 27 June).… Continue reading Volleyball World Launches ‘Equal Jersey’ To Support Gender Equality on World of Sport

Nike Japan’s Local ‘Play New: New Girl’ Epic Reimagines Girls Growing Up In Japan

Nike Japan continues to challenge sporting stereotypes through local market work within the brand’s global ‘Play New’ brand platform and the latest iteration, called ‘New Girl’, is a frenetic take on the various life projections from the moment parents learn their unborn child is a girl.   The message is that society needs to break… Continue reading Nike Japan’s Local ‘Play New: New Girl’ Epic Reimagines Girls Growing Up In Japan

Tennis Canada & National Bank ‘Girls, Set, Match’ Seeks To Inspire Young Female Tennis Players

Partnering with National Bank, Tennis Canada launched a new long-term gender equality strategy with a new campaign called ‘Girls, Set, Match’ which showcases talent and resilience of young women through sport.   The campaign, created by agency Sid Lee, launched at the start of June and primarily focused on the retention of young women and… Continue reading Tennis Canada & National Bank ‘Girls, Set, Match’ Seeks To Inspire Young Female Tennis Players

NY Times Leverages US Open To Extend ‘Truth’ Campaign & Shine Light On The Sports Gender Gap 

Building on its ongoing (and award-winning) ‘Truth’ marketing platform, The New York Times leveraged spiking interest in tennis in its home city around the 2019 US open by launching a campaign which shines a spotlight on the gender gap in sports   Launched to coincide with the US Open semi-finals on 6 September, this campaign… Continue reading NY Times Leverages US Open To Extend ‘Truth’ Campaign & Shine Light On The Sports Gender Gap 

Super Bowl LIII: The Key Trend – Female Empowerment & Gender Equality

Ahead of kick off, marketers are labeling this year’s Big Game as the Women’s Super Bowl.   And and its about time too: after all, last year’s television ratings show that 48.6m women watched the Super Bowl – accounting for 47% of the total audience.   This year’s Big Game gender marketing mix is still… Continue reading Super Bowl LIII: The Key Trend – Female Empowerment & Gender Equality

Female College Footballer Toni Harris Fronts Toyota’s Rav4 Gender Barrier Busting Super Bowl Campaign

Days ahead off the Big game, Toyota launched a female empowerment Super Bowl spot that features Antoinette ‘Toni’ Harris and which promoted the new Rav4 through the idea of ‘changing the game’   Harris is the first female football player who doesn’t play a specialist position to be offered football college scholarships and the objective… Continue reading Female College Footballer Toni Harris Fronts Toyota’s Rav4 Gender Barrier Busting Super Bowl Campaign

Audi’s Equal Pay ‘Daughter’ Super Bowl Spot Is A Gender Equality Message Amidst Trump Controversy

Audi is another advertiser using its Super Bowl spot to join the USA’s raging political debate: it’s Big Game commercial promotes gender pay equality   The ‘Daughter’ spot, which revolves around a father and daughter downhill cart race narrative, sees the auto brand link itself to female empowerment and gender equality.   The 60-second ad,… Continue reading Audi’s Equal Pay ‘Daughter’ Super Bowl Spot Is A Gender Equality Message Amidst Trump Controversy