Marketing Campaign of the Year 

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Panini – WSL Stickers

Last year, Panini launched a new partnership with The FA to create the first-ever UK domestic football sticker collection to celebrate the Barclays Women’s Super League. This campaign has celebrated the growth of the women’s game and fostered the longstanding relationship between the FA and Panini, as well as promoting the importance of visibility and equality for girls and women.

Johnnie Walker – Johnnie Walker & Hannah Waddingham

To add to the excitement of the FIFA Women’s World Cup 2023, Johnnie Walker, one of Scotland’s leading whiskey brands, partnered with the sensational Hannah Waddingham and Just Women’s Sports to introduce its ‘Match Day Memos’ campaign to rally the nation to watch women’s sports, giving them the platform and audiences they so rightly deserve. The campaign highlighted the visibility and recognition issues women’s sports have previously faced, calling for a rightful change and equality.

Pepsi Max – Our Pride Shines Bright

To celebrate the success and popularity of last year’s FIFA Women’s World Cup, Pepsi Max, a long-term supporter of the women’s game, launched a marketing campaign like no other when it projected an image of the Lionesses’ captain, Millie Bright OBE, onto the White Cliffs of Dover, to show the company’s pride and solidary with our national team.

Visa – Celebrating Squad Goals

Visa’s new ‘Celebrating Squad Goals’ campaign underscored its commitment to elevating women while driving excellence, equality and inclusion. Launched in partnership with England hero Fran Kirby, the campaign celebrates the power of ‘support squads’, helping female footballers, entrepreneurs and others achieve their professional goals, on and off the pitch.

Asahi – Super Dry 0.0% Partnership

Last year, Asahi took its training kit sponsorship of Manchester City to incredible heights with its AR campaign, which became the most engaged-with piece of partner content of the season.

To inspire and capture the attention of fans who would normally pay attention to training kits, the company partnered with creative agency Trouble Maker to create the world’s first AR-enhanced training kit. When the wearer pulled on the kit, it would come to life becoming a visual representation and display.

Google + Megan Rapinoe – #FixedonPixel

Google Pixel’s tribute to legendary player Megan Rapinoe not only marked her return to last year’s FIFA Women’s World Cup but also her contributions and efforts in advancing the women’s game and equality overall throughout her career. This advertisement stars Rapinoe using the phone to get sorted for a game and celebrates her for not only being the football legend she is but also the cultural icon she has become off the pitch in her drive for equality and inclusion for everybody.

Barclays – Land of Football

Earlier in the year, Barclays launched their latest football campaign, ‘Here for the Land of Football’ – a celebration of the game and its involvement with the sport for over two decades. At the heart of the campaign is a depiction of modern football seamlessly interweaving Barclays’ work in communities and schools to promote and support the game.

Narrated by Ian Wright, the video demonstrates how the bank is here for and supporting football in England at all levels; this includes a commitment to supporting the rise and popularity of the women’s game with a recent £30m investment in women’s football.

Sure – Breaking Limits

Through the launch of its ‘Breaking Limits’ programme, Sure has been on a mission to empower millions of young people with the confidence and opportunities to move and change their lives through the power of movement. The organisation has always believed in the transformational power of movement and through its latest campaign, it is working to unite people to feel the incredible physical, mental and social benefits movement can bring.

Sky Sports – Keep Up

Sky Sports kicked off the 2023/2024 Barclay’s Women’s Super League season with ‘Keep Up’, a campaign combining leading WSL footballers and music artists in a bid to further the momentum and popularity of women’s football. Keep Up, a remix of the famous Stormzy hit Shut Up, features rapper Nadia Rose and stars leading footballers Beth Mead, Demi Stokes and Jen Beattie. The campaign is Sky Sports’ biggest-ever investment into the WSL and furthers their commitment to promoting the women’s game.

Venus – MoveYourSkin

Venus launched its #MoveYourSkin campaign in partnership with England Lioness and Arsenal player Lotte Wubben-Moy to tackle skin consciousness in women’s sports. Wubben-Moy, who has been a proud part of the campaign for the last two years, has taken part in a TV advert for the brand, in which she discusses the importance of being comfortable in her skin both on and off the pitch. The message is clear: football should be open to everybody, and together, we have an opportunity to break down any barriers that remain.