Lyca Mobile Group’s Post

𝟮𝟮% 𝗨𝗽𝗹𝗶𝗳𝘁 𝗶𝗻 𝗪𝗼𝗺𝗲𝗻’𝘀 𝗦𝗽𝗼𝗿𝘁𝘀 𝗦𝗽𝗼𝗻𝘀𝗼𝗿𝘀𝗵𝗶𝗽𝘀 𝗶𝗻 𝟮𝟬𝟮𝟯/𝟮𝟰 – A step forward in the commercialisation of a growing sport. SponsorUnited reports a 22% increase in women's professional sports sponsorships in 2023/24. This isn't just a number; it's a testament to the growing recognition and investment in women's sports. Here are my thoughts on it: 🚀 Activation & Success Stories – Beyond the numbers lies the real game-changer. How are these sponsorships being activated, and what are their success stories? This will ultimately pave the way for future growth. It's not just about financial backing but about creating a sustainable ecosystem where women's sports thrive on and off the field. 🔍 Looking Ahead – This growth trajectory opens up conversations about what’s next. How do we keep this momentum going? How do we ensure that these sponsorships are not just transactions but partnerships that build legacies? 🌐 Your Thoughts? – I’m keen to hear from you. How do you see these sponsorships impacting the landscape of women's sports? Have you come across any standout success stories in activation? #WomensSports #SponsorshipGrowth #SportsMarketing #SportsBusiness

Snus: The New Player In Sport and its Impact on Commercial Partnerships A recent PFA survey reveals that around 1 in 5 footballers are using snus or nicotine pouches. Conducted by Loughborough University, the survey found that 18% of the 628 male players at The Premier League League and EFL (English Football League) clubs currently use these products. Female players also showed significant usage, with 22% reporting current use. Users cited benefits like improved mental readiness (29% men, 55% women) and relaxation (41% men, 64% women). This trend is particularly interesting when we consider commercial partnerships in sports like Formula 1, where McLaren Racing has teamed up with Velo. Velo, a brand offering nicotine pouches, has partnered with McLaren to reach a broader audience through motorsport. As snus gains popularity, we might see more partnerships across various sports, despite the associated health risks, including increased risks of esophageal and pancreatic cancer. Looking ahead, the potential for snus and nicotine pouches to reshape sponsorship landscapes is controversial. With 18% of male footballers and 22% of female footballers citing mental readiness benefits, what does it say when athletes at the highest levels rely on these products? This focus on perceived performance benefits, regardless of health implications, raises ethical questions about promoting such products in sports. Will the pursuit of performance enhancements and commercial gain outweigh concerns over athlete health? How will governing bodies respond to the dual pressures of market demand and public health advocacy? Could we see a new wave of regulation? #SnusInSports #SportsPartnerships #FootballTrends #SportsMarketing #AthleteHealth #NicotinePouches #PerformanceBenefits #SportsEthics #CommercialPartnerships #FootballInnovation #GlobalSports #F1Partnerships #SportsSponsorship #HealthVsPerformance #SportsTrends #AthleteWellbeing

Check out what my brilliant best friend Jules Hilson & her partner Laura Weston have launched today. A specialist women's sport consultancy See You At Jeanie's designed to support brands & sports organisations to capitalise on the full potential of women's sport. Check them out & let me know if you want an intro!

👀 We are constantly witnessing a shift in the landscape of women's sport sponsorships. The traditional approach of logo-flapping on jerseys/social posts is evolving into purpose-driven, community-focused collaborations. As a curious professional in the space, I have identified three key strategies that brands and rightsholders are currently utilizing to activate their partnerships: 👇🏼 1. Institutional Play: A portion of #sponsorship funds is dedicated to addressing pre-acknowledged sporting causes, specifically focused on increasing female participation and supporting female coaches. The ultimate aim is to create a more equitable and accessible ecosystem for all 🏏 Case studies: England & Wales Cricket Board (ECB) x Metrobank (Women’s #Cricket)   2. Marketing Play: Launching powerful campaigns that empower women through the fusion of beauty and sports, aiming to bridge the gap between traditional #beauty standards and diverse body types and skin colors 🛣 Case studies: F1 Academy x Charlotte Tilbury Beauty (#Motorsport) 3. Going Beyond the Obvious: Breaking stereotypes around fitness and intimate hygiene while promoting women's health education among players, fans, and the wider community. ⚽Case studies: West Ham United FC x Femfresh (Women’s #Football) For #brands, it's crucial to understand that superficial contributions will not suffice in the long run. Genuine collaboration with rightsholders and fleshing out detailed activation plans will be essential. For #rightsholders, creativity is key when developing sponsorship packages that prioritize athletes and the broader community. Seeking input from players/coaches about their values and social causes they support can serve as a valuable starting point for crafting impactful partnerships. #sportsbusiness #womenssports #sponsorships #trends #2024 #womenscricket #womensfootball #motorsport https://lnkd.in/ehtaGemm

A recap in the article below of some of the topics covered at our women's sport event earlier this year, including commercial, financial, regulatory and brand protection issues key to the future growth and sustainability of women's sport. Now looking forward to our women's sport padel social later on this week!

Absolutely agree with the points made! The metrics behind sponsoring women’s sports speak volumes about the untapped potential in this space. For every dollar invested, seeing a return of seven dollars in customer value is a staggering figure that underscores not just the financial viability but also the significant impact such sponsorships can have on brand perception and loyalty. The statistics from the UK’s Women’s Sport Trust further highlight how consumer attitudes are evolving, with a notable preference for brands that visibly support women's sports. This 29% of consumers who view companies more favorably for their involvement in women's sports, compared to those supporting men’s sports, illustrates a shift in societal values towards greater inclusivity and equality. Deloitte's forecast that women’s elite sports will generate over a billion dollars in revenue by 2024 is the icing on the cake. It's a clear indication that we're on the brink of a major shift in sports marketing and sponsorship, with women's sports offering a lucrative and socially responsible avenue for brands to engage with their audiences. In light of these insights, it's imperative for brands to recognize the significance of sponsoring women's sports not only as a means to achieve financial returns but also to build a stronger, more inclusive brand image that resonates with today’s values-driven consumers.

𝗪𝗵𝘆 𝗦𝗵𝗼𝘂𝗹𝗱 𝗕𝗿𝗮𝗻𝗱𝘀 𝗦𝗽𝗼𝗻𝘀𝗼𝗿 𝗪𝗼𝗺𝗲𝗻’𝘀 𝗦𝗽𝗼𝗿𝘁? 💰For every dollar spent by a corporate sponsor in women’s sports, more than seven dollars is generated in “customer value for that organisation.” 📊The UK’s Women’s Sport Trust found that 29% of consumers think more favorably of companies or brands that support women’s sport through their sponsorship, 12% higher than for campaigns supporting men’s sport. 🔍Deloitte predicts that in 2024, revenue generated by women’s elite sports will surpass US$1 billion for the first time, with US$1.28 billion in total forecast revenues. https://lnkd.in/ehrwME7P

Brands that wish to position their products as Inspiring, Progressive, Value-for-money, Family oriented & trust-worthy, should associate more with Women Sports as a Global survey conducted by Nielson has revealed the perception levels towards Women Sports! #brands #sponsorship #sports #womensports #perceptions #marketing #newproducts #advertising #marketingheads #ceo #agencies

“Kick and hit FCK” was the central message displayed on a tifo in the away section during the derby between Brøndby IF and F.C. København this Sunday. Much has been—and can be—said about this tifo, the aggressive tone in sports and how it can escalate into hate speech and discriminatory violence. However, what strikes me most about the tifo is not just its violent message, but also the sponsor banners displayed right alongside it. In the days following the match, I have seen countless images where sponsors like 3 Danmark, Carlsberg Group, Unibet, Les Deux, and Audi Denmark are prominently featured next to this harmful and disturbing display. While these companies cannot be held accountable for the actions of fans—especially considering that in this case they sponsor the opposing team—they still have a responsibility to consider how their sponsorship is perceived in such contexts. Their logos and brands are being associated with messages that may contradict or conflict with the values many of them claim to support. This summer, we have had extensive discussions about companies supporting events like Copenhagen Pride and how they are perceived in those contexts. Yet, I have not seen the same level of scrutiny applied to sports sponsors and how they utilize their sponsorships for change. If we are to change the aggressive and harmful tone in sports, collective action and a strong, unified response are essential. This is not just the responsibility of football clubs and their fanbases; it is a broader issue that also involves those who support and promote the sport. We must collectively put our foot down, demand change, and speak up. That said, I am genuinely curious to hear from the companies and sponsors whose logos have been depicted next to the tifo. How do they feel this aligns with their brand, and what actions are they taking in response to foster a more inclusive and less harmful tone in sports? _____________ #sponsorship #inclusivesports #hatespeech #campaigning #advocacy #voilence #dksport #dkbold #dkpol #dkcivil #leadership #CSR #diversityandinclusion #socialimpact

Women's sports offer a lower barrier to entry, boast a growing viewership base, possess substantial consumer power, and appeal to diverse audiences, making them an attractive investment opportunity. Read more 👉 https://lttr.ai/AK5Mf #sportsbusiness #sportsinvestment #sportsinnovationlab #womensports #sports #SocialMediaPlatforms #FemaleAthletes