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Whether we support a men’s team or a women’s team, it is sport to us,” he explains.“For the Old Mutual Wealth Series [of international matches] we had the men and women appear together in one, standalone piece of creative to represent our England Rugby partnership.
The past 12 months have been outstanding for British female athletes.
From the England women’s cricket team winning the World Cup, to the Lionesses getting to the semi-finals of the UEFA Women’s Euros, and the Red Roses facing New Zealand in the Women’s Rugby World Cup final, 2017 was the year British women took on the world.
“I would rather have 10 people be incredibly positive about my brand than 100 people just knowing about it, because that actually makes a difference.
It’s about saying I know who you are and I know who you stand for.
Audiences for the event have grown over the past two years, with the 2017 final attracting a record crowd of more than 35,000 and more than a million watching at home.
SSE also helped negotiate the deal for kids to go free to the final, targeting families rather than specifically men or women.
For head of sponsorship Gareth Griffiths, getting involved with the England women’s team, the Red Roses, was a no-brainer.
“We’re a mass consumer brand and we don’t care about gender.
The Football Association’s decision to bring the Women’s FA Cup Final to Wembley was a major draw, as was the sport’s ability to help the brand make a real statement.
“There are some sports you can invest in and you get your sponsorship benefit, but it’s quite a saturated market, whereas we felt within women’s football it wasn’t that saturated.