As experts in building brands, marketers need to play a role in getting people to believe in women's sport - not just watch it.
Brand sponsors of women’s sports often sound patronizing, or worse, unwittingly reinforce harmful misconceptions.
It will be helmed by former Wunderman Thompson creative director Tista Sen.
New research covering 2022’s ads showed a decrease in depictions of professional women, a drop in adspend for ads featuring darker-skinned women compared to 2021, and the continued invisibility of women over 60.
Many female influencers encourage body positivity, encouraging followers to 'be themselves'. But has this meaningfully eroded harmful gender stereotypes? And is traditional advertising keeping pace?
Former FIFA council member and Australia international Moya Dodd calls the move 'tone deaf.'
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