A research presentation on how brands can better plan, value and measure sponsorship in women's football. The report, which draws on interviews with 20 senior practitioners across rights holders, brands and agencies, argues that the traditional tools built for the men's game tend to understate what women's football delivers. It covers which business goals women's football sponsorship serves best, how it delivers them, and how to assess them. It also introduces Share of Property, a new measure of the larger share of attention each sponsor gets when fewer brands compete for the same property.
The findings are presented by Lydia Crudge of Lunar Insight, the report's author, together with Lisa Parfitt of The Space Between and Rory Natkiel of Box Count.
The event continues into the evening with an Arsenal v Barcelona UEFA Women's Champions League watch party for those who want to stay on.
