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Sports follow a simple story structure. There are heroes with a goal, they’re called to adventure and adversity, and they either find happy-ever-after in victory or suffer tragedy in defeat. It’s a gripping drama. But like any story, there are many ways to tell it. 

 

Arsenal, for example, weaves a tale of creativity and magic. For nearly a century, 'Victory Through Harmony' has rallied the red side of London behind the belief that there’s a right way to play the beautiful game. Drive three hours north and Liverpool’s famous message, 'You’ll Never Walk Alone', reverberates through everyone at the hallowed halls of Anfield: theirs is a story of belonging carried by the players, staff and fans far beyond the stadium.

 

Last Sunday, England's Lionesses brought home the UEFA Women's Euro 2022 trophy, and with it a massive opportunity to shape the future narrative of the sport. In significant ways, women’s football has already differentiated itself from the men’s game. The team chose Sweet Caroline rather than Three Lions as its anthem, and the atmosphere was overall more friendly. The story is one of awe-inspiring victory against cultural odds (lest we forget the FA banned women's football for 50 years). 

 

With this victory, the women’s team has won the opportunity to tell an alternate story of football. A story that can resonate with wider audiences well after the final whistle. And a story that has the potential to change the landscape of the game not just on pitches in the UK but across Europe. 
 

The Advice Header
“It’s my job to go out and play for 90 minutes and win. But I think when we look back on this tournament as a whole, we have really started something. This hasn’t just been a change for women’s football but society in general. Tomorrow is not the end of the journey but the start of one.”

― Leah Williamson, England Captain for Euro 2022
The Advice Header
The Interview Header
‘Femvertising’ – or, advertising where the images and messages delivered aim to empower women – often makes appearances when key women-centred events come into the public eye. Cough, the Women's Euro. But there are often gaps between the way brands speak to their female audiences and how well they connect them. Jane Cunningham and Philippa Roberts are co-founders of research consultancy PLH Research, specialising in female audiences. We spoke to them about their book Brandsplaining, common mistakes when marketing to women and how brands can do better.
READ THE INTERVIEW
The Brand Header
Represented by the likes of Serena Williams and Marcus Rashford, Nike are known as the brand for inspiring athletes. But the fact that the brand is aspirational doesn’t mean it’s off-putting to those who aren’t sporty. Its tagline ‘Just Do It’ relates to just about everyone, inspiring the everyday person to overcome their challenges by taking the first step. Nike’s recent Never Settle, Never Done campaign taps into this sentiment, highlighting the Women’s Euro 2022 and inspiring everyone watching to be ambitious and step into their best selves.
WATCH THE AD
Write a personality statement for the England women's team. What’s their message and how would they speak?

Hit reply to submit your prompt
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