Boots Details Women’s Football Activation Plans

Health and beauty retailer Boots is kicking off its sponsorship of the England and Scotland women’s football teams with a number of activations ahead of the start of the FIFA Women’s World Cup in France.

In April, Boots made a landmark investment in women’s football when it signed three-year partnerships with the five football associations of the British Isles.

The Football Association of Wales described the deal as the “biggest commercial agreement” in Welsh women’s sport history. The wide-ranging deal marked the first time a brand has partnered with all five women’s national teams.

Ahead of the start of this summer’s Women’s World Cup, for which England and Scotland have both qualified, Boots secured takeovers of Heathrow and Edinburgh airports to send the squads off as they left for France.

England stars such as Steph Houghton, Nikkita Parris, Alex Greenwood and Karen Carney, and Scotland players Claire Emslie, Lisa Evans and Erin Cuthbert will be featured in digital, out-of-home advertising campaigns that celebrate women’s footballers.

Boots will also use its UK social media channels to encourage fans to share their goal celebrations using #goalpower to be in with a chance of winning £100 in Boots Advantage Card points. Sky Sports’ Twitter account will also include branded pre-rolls to highlight Boots’ partnership ahead of England and Scotland-related content.

All activity will also be supported through content on Boots channels, including in-store, on Boots.com and in Health & Beauty magazine.

Boots UK is aiming to increase girls’ participation in football after 43% claimed that there are not enough visible role models during research carried out by Changing the Game for Girls, Women’s Sport and Fitness Foundation.

England takes on Scotland in the World Cup on 9th June.