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 technology in particular and the world in general work better with a diversity of talent as this diversity drives innovation and progress for all.
The project’s objectives are to boost awareness of opportunities, to open up professional pathways and provide support and training for girls and women to see the breadth of opportunities available and pursue careers in the world of sports technology.
Activation
‘SheSportTech’ encourages and supports women to pursue careers in sports technology by offering inspiration, opening up possibilities, providing training grants and access to unique experiences.
Successful applicants are paired with a female tech professional to provide support and guidance, while grants are also available for further sports tech training.
A key pillar of the initiative is the practical, tangible support women can benefit from as they shape their own success story in sports tech. From 4 April, women can apply to the program online, have the opportunity to benefit from training grants worth €1,500 each and receive one-to-one support from the program’s role models (women already thriving in a variety of sports tech roles) as part of a buddy scheme. They will also get to explore how technology powers performance in sport, through bespoke events and experiences.
TeamViewer is an official partner of Man Utd and Mercedes F1 (longtime supporters of encouraging more pathways for women and ethnic minorities in technology and engineering) and leveraged these two tie-ups along with further alliances with Women In Sports Tech and sport and entertainment agency We Are Fearless’ Women’s Sports Collective to launch, promote and provide practical support to SheSportTech.
The initiative is hubbed around a bespoke site which explains the project and which also includes a video series telling the inspirational stories of female role models in sports tech – including several working with the brand’s rights owner partners – as well as a guide as to how to apply for the pathway.
The launch was promoted across TeamViewer online platforms, as well as the digital and social channels of its sports rights owner partners and its community supporters, as well as via a PR push.
Executions feature female sport stars and sports tech talent and encourage girls and women with a passion for sports who are interested in exploring a career in sports technology to discover more on SheSportTech.com.
Introducing SheSportTech — a new initiative encouraging women to explore a career in Sport Tech. Supported by our sports partners @ManUtd and @MercedesAMGF1 we are shining a light on the female talent in the industry!
Visit https://t.co/QU8edUdRon and apply! #SheSportTech pic.twitter.com/6j3kjVegfZ
— TeamViewer (@TeamViewer) April 3, 2024
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“At TeamViewer, we believe that technology is made better by a diverse workforce. And we know that representation matters in making women feel that sports tech is a field where they could thrive, which is why our campaign brings all these amazing women – and their roles – into the spotlight. We’re hoping their stories will inspire more women to join the industry. Applying for the grants and experiences within our SheSportTech program can be a great step in this direction.”
TeamViewer VP of Brand, Sports and Integrated Marketing Communications Faith Wheller
“As an agency, we believe that sponsorship, approached with the right strategic lens and creative bravery, can help redress some of the greatest imbalances in our society. We are fortunate to work with clients and partners who share this vision; SheSportTech proves TeamViewer’s commitment to tangible solutions that will create a more diverse and inclusive sports tech ecosystem, that will ultimately foster greater business innovation. We hope the SheSportTech Pathway will attract a lot of female talent into this growing industry.”
WeAreFearless Founder and Managing Director Garry Dods
It was something of a surprise to some when TeamViewer entered the sports sponsorship space in 2021 with blockbuster global deals with Man Utd and Mercedes F1 – two of the biggest beasts in world sport – and this programme shows the company’s continued commitment to the sports space and to its own values.
Back in 2021, TeamViewer announced its Man Utd principal shirt sponsorship in with a campaign called ‘Push New Boundaries’, while it activated its Mercedes-AMG PETRONAS F1 and Formula E tie-ups through a short film series led by ‘The Power’.
While the initiative also sees sports and entertainment agency We Are Fearless’ ‘Fearless Women’ group – which works with brands, organisations and agencies providing engaging content, campaigns and consultancy – continues to drive change across women’s sport: as well as the non-profit Women’s Sport Collective network, other strands of its activities range from ‘The Game Changers’ podcast to its ‘Game On: The Unstoppable Rise of Women’s Sport’ manifesto.