Amplifying Trailblazing Histories: Social Media Spots & Immersive Films

With many still unaware of bans against women’s football throughout the 20th century (see Key Stats), brands are countering complacency by spotlighting the sport’s unsung history. Cut-through strategies include a stirring cinematic ode to the French game, Instagram spots honouring England’s trailblazing first women’s team, and a Swiss immersive short film unpacking the sport’s progression.

Spotlighting Skill Over Struggle: Brands & Broadcasters Evolve Adversity Narratives

Women’s football’s fan base has grown by 60% over the past five years (Nielsen, 2025), pushing brands and broadcasters to shift from overused adversity arcs to upfront depictions of player talent. From Nike’s Scary Good celebration of on-pitch ferocity to ITV’s rapid-fire record-breaker spotlight, focus is moving beyond stories of strife to unapologetically centre skill and achievement.

Deepening the Fandom: Cross-Gen Participation & Accessible Punditry

As women’s football climbs the cultural agenda, brands and content creators are giving the fandom deeper roots across generations and knowledge levels: from Axa’s Keep on Kicking campaign championing all-ages participation to TikTokkers’ and podcasters’ jargon-explaining, learn-along punditry to welcome in new and less versed fans.

Enhancing IRL Atmospherics: Pub Chants, Classically Scored Spectatorship & LGBTQ+ Watch Parties

With 33% of British sports fans believing pubs lack the energy and atmosphere of men’s games when showing women’s sports (Greene King, 2025), brands are stepping in to cultivate real-life environments – and not only pubs – that boost buzz. Hype-building directions include pitching cheeky women-centric football chants, classical music-scored match screenings in a church, and a London LGBTQ+ Pride-synced watch party.