PR Week: How should brands interact with Women's EURO 2022?

As Women’s Euro 2022 kicks off at Old Trafford tonight, women’s football finally feels like it’s getting an inkling of the recognition it deserves. So how is PR playing a role in what many deem the country’s sporting event of the summer?

Although many will continue to underestimate the tournament, this summer’s Women’s European Football Championship is a big deal. David Alexander, managing director of Calacus Sports PR agency, says this especially true since the men’s World Cup has been shifted to the autumn, giving the women’s sport “a chance to take centre stage at a time when there isn’t a lot of other football going on”.

The men’s sport clearly dominates the field in terms of current cultural influence, but its counterpart allows for a fresh and exciting new take.

While it is inevitable that a women’s sporting event should also gain attention from some more traditionally ‘feminine’ sponsors, Alexander points out that “women are consumers too”, and that “brands starting to realise the value of targeting women through sport” and that their sponsorship will have an overall positive impact.

Pandora proves that even a jewellery brand can add genuine value to the world of women’s sport, not only launching a football-themed collection, but also offering grants to teams in the grassroots Capital Girls League.

Explaining the reasoning behind the partnership, Carly Hunt, head of marketing for Pandora UK, tells PRWeek: “Our purpose is to ‘give a voice to people’s loves’, and the sponsorship is a meaningful way of us bringing that mission to life. 

“We hope to share some of [the players’] stories and drive awareness around the tournament in the hope of inspiring others to pursue their dreams and passions too.”

But how can a brand stand out from the crowd of those suddenly flocking to work with female players?

Alexander says: “Clubs are now incorporating their female players in their kit launches and other activities in a way that has not happened before, finally providing the profile for female football role models that the game has warranted for a long time.

“Whether it’s targeting mass consumers through national campaigns and an association with players, or supporting grassroots sport and the impact it can have in society, there are a wide range of opportunities for all budgets which ensure that women’s sport is no longer considered second-rate compared to its male counterparts.”

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