Women’s Super League: How planning helped it all kick off

Women's football league the Barclays Women's Super League grew spectator numbers in England through a multichannel campaign that repositioned the sport as ruthlessly competitive.

Summary

Women's football eh? You might think you know where this paper is headed. How we inspired young girls to take part in the sport. How we fought for something bigger than just football. How we changed the game.

This isn't that story. Ours is an empowerment narrative of sorts but it's one with a twist. It's about how the Women's Super League dared to break the rules and present female footballers as fierce rivals not united in a cause.

To reach new audiences, we left a gender story behind and focused on relentless competition and excitement. We made the...

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