Sports Direct has unveiled its new multi-million pound Women’s EURO campaign ahead of the tournament that kicks off later this month.
The news comes days after Starling Bank announced that it had created the ‘first ever’ Fantasy Football game for the Women’s EURO 2022.
Sports Direct’s ‘Girls Don’t Like Football, We Love It’ campaign will roll out across TV, out-of-home (OOH), digital and social platforms this summer.
The sports retailer wishes to channel the energy of the Women’s EURO 2022 by pushing its mission to make sport equal to all and highlighting a generation of inspirational players, coaches and women in football.
Created in collaboration with COPA90, the TV spot ‘re-establishes’ football as an inclusive sport for everyone, with appearances from England’s 1971 Lionesses and players from across the game today.
READ MORE: UEFA Women’s Euro 2022 set to make £54m for England
“Back in the day, only little boys were allowed to dream of being ballers. In modern Britain it’s the dream of young girls too,” Sports Direct chief marketing officer, Beckie Stanion said.
“As we have seen, the cycle of momentum around the women’s game is driven by international tournaments, and in the past couple of years every aspect of the game has hit the accelerator. We wanted to create a campaign that used this tournament as a catalyst for a new era of women’s football in the UK.”
According to the Fraser Group brand, the number of women and girls playing football this year has risen by 54% to over 3.4 million.
COPA90 chief creative officer Gavin Rowe added: “What flowed naturally from the brief was a campaign that addressed this archaic misconception that ‘girls don’t like football’, playfully countering it. Consumers are first met with the tension of this idea which is then flipped on its head, done with a zealous rebuttal in the form of a celebration of the game that delivers a punchline of real truth”
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