Shorts: The Space Between, Uefa, Man City
Sports marketing agency, The Space Between, has released new research comparing the attitudes and behaviours of women’s sport fans and men’s sport fans. The research shows that fans of women’s sport are more values-driven and purposeful, quicker adopters of tech and far more likely to buy the product of brand sponsors than fans of men’s sport.
The findings also concluded that women’s sport fans are twice as likely to recall brand sponsors than fans of men’s sport and they are 25% more likely to buy brand sponsor products than fans of men’s sport.
The Space Between commissioned the research from Savanta to offer new insight into fans of women’s sport that could demonstrate to brands and rights holders the untapped value in women’s sport audiences and prompt the sports and marketing sector to think differently about the commercial opportunity.
The Local Organising Structure [LOS], responsible for the delivery of the UEFA Women’s EURO England 2022, has appointed a leading group of agencies to support the national Marcomms delivery of the tournament taking place across nine host cities in England next summer.
M&C Saatchi Sport and Entertainment, MATTA, Threepipe Reply, Two Circles and Heart Productions will help UEFA to deliver the tournament by implementing an integrated Marcomms campaign that hopes to drive ticket sales, maximise tournament awareness and help to deliver record TV audiences alongside attracting new fans and players to the women’s game.
The tournament, held in England, is due to be the biggest women’s European sport event in history. The opening match will take place at Old Trafford on 6 July 2022 and the final at Wembley on 31 July 2022.
Manchester City has announced the signing of the Club’s first Fortnite player, Aidan “Threats” Mong.
The 16-year-old from Pennsylvania joins the Manchester City Esports team on a one-year contract following the launch of ‘City Solos Hunt’ in June, a global search for a player who will officially represent the Club within Fortnite and future tournaments.
Aidan will make his debut for the club as part of the DreamHack Open, which takes place from 7th – 10th October.
LDN UTD, the purpose driven esports org, has announced a strategic partnership with global video game retailer, publisher, and distributor, Green Man Gaming.
The partnership will see the combined communities benefit from a range of unique opportunities from customised digital offerings to bespoke esports tournaments and many more.
LDN UTD and Green Man Gaming will also continue to use gaming and esports to raise awareness of social issues such as inclusion, representation and mentorship including a joint programme at LDN UTD’s forthcoming Centre of Excellence.
