From empowerment to performance: Why brands need to shift the narrative around women’s sport
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As a host of new brands jump into women’s sport sponsorships from football to netball, is it time to shift the narrative from empowering women to focusing on the technical skill and high calibre performances of female athletes, just as we would with the men?
This was the question posed by the German national team, whose viral World Cup campaign shot down the misconceptions about women in football in serious style.
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