Interviews, insight & analysis on digital media & marketing

Women’s Football – Why brands are missing a trick

“Women’s football is a cost-effective platform that gives brands true immersive and full access into clubs in a way you could only dream about in the men’s professional game”, said Ben Carter, Director Strategic Partnerships at Just Eat and Board member of Women in Football, in his talk at the 99//Club Digital Festival.

“The audience engaging with women’s football is a 50:50 split between men and women”, said Ben in the video below. Though brands may be worried about the current low TV viewing figures, Ben argued that “there is a big gulf but this is changing” and before Covid-19 women’s football was seeing significant growth in fan base and record attendances at games, whilst fan growth in men’s football has plateaued.

NDA will be publishing highlights from the Festival, run in partnership with MAD//Fest, over the coming weeks.

The week-long invite-only festival was a collaboration between MAD//Fest and New Digital Age. Over the course of five days 99 speakers debated topics across themes including media and tech, customer experience and personalisation, brand experience and creativity and innovation for growth.