Why women’s sport shouldn’t try to be like the Premier League
Jon Crane, client and commercial director at London-based brand design agency FreshBritain, passionately discusses the uniqueness and intrigue of women’s sport, and why its brands must forge their own paths.
As I start to write this, Nat Sciver-Brunt has just smashed another century in the Women’s Ashes. This summer is all about one thing. England vs Australia. The Poms vs The Aussies. The sound of leather striking willow.
A couple of weeks ago it was the Men’s team putting on a show. Then it was Mark Wood and Chris Woakes that saw England home. And again, it was England vs Australia. “Baz Ball” entertained the nation, Australian skullduggery caused prime ministers to wade in, and while the Women’s Ashes may be heading back Down-under, the Aussies don’t look as invincible as they once did.
And for the first time, I think we are actually seeing a sustained level of interest in the women’s game. While previously headline events such as Wimbledon and the Olympics would lead many to tune in to watch female athletes, as soon as “the show” rolled out of town, momentum was lost.
But now something has changed. People are following female sports.
They’re sticking around. They’re connecting not just with the athletes but the sport.
A pivotal moment
Let’s take a look at women’s football. To say that it is “having a moment” would be an understatement. The Lionesses are about to head into the football world cup as European Champions. We are seeing record attendances at Women's FA Cup finals (77,390 at Wembley!), Champions League matches and Women’s Super League (WSL) games. People are sitting up and taking notice and players are becoming household names. Even your grandad will have heard of Alessia Russo, Sam Kerr and Beth Mead.
It’s a pivotal moment. Women’s sport now needs to exist on its own terms and to build its own brand. It has shown it can compete and can be enjoyed on its own merits. “But they aren’t as good as the males!” I hear an internet troll cry. Why compare them? They aren’t competing on the same playing field. Russo is one of the best players in the world in women’s football. Vinicius Jnr is one of the best players in the world in the men’s game. Both can co-exist. Both statements can be true.
So women’s sport has got to the point where it can stand on its own two feet and is growing in sustained popularity throughout the world. So how can it capitalise on this? How can it grow even more? Developing a carefully considered brand design that will preserve its unique story and features is a good place to start.
Don’t follow the leader
To kick things off: DO NOT BE LIKE MEN’S FOOTBALL. I cannot stress that enough. Many men’s sports have fallen into a trap - seduced by the riches and prestige that the likes of the Premier League have across the globe. There is just no sense in trying to compete with such a juggernaut.
Plus why would you want to? Men’s football, particularly the club game, has never felt so murky. Accusations of sportwashing, corruption at the highest level of FIFA and toxic fanbases. So much for the Beautiful Game. Is the brand slowly losing its shine? A discussion for another piece.
Also brands and money flowing into women’s sport doesn’t necessarily mean growth. One of the main assets that women’s sport has is its accessibility. Greed in the Premier League has led to extortionate ticket prices (a Tottenham Hotspur season ticket can cost up to £2025. That’s a lot for a club that doesn’t win anything!). Fans in women’s sport can actually afford to support their team, which is hugely important in its awareness, growth and brand evolution.
It’s also being covered in mainstream media. The Women’s Ashes is on Test Match Special. A number of WSL games were broadcast on the BBC. Major news publications such as The Guardian and The Telegraph have dedicated podcasts and reporters covering women’s football. Women’s sport is becoming part of the national conversation more and more. Not just when Emma Radacanu wins the US Open.
I cannot emphasise enough how the most powerful thing women’s sport can do is to strike its own path and control its own destiny. There needs to be an understanding of what makes women’s sport what it is. The nuances that make it different from the male counterparts. The personalities - there’s a whole new wave of role models who are incredibly likeable. The accessibility. The lack of toxicity when it comes to fanbases. Embrace those differences. Capitalise on them. Design a brand around them.
Compare it to any challenger brand. People weren’t subscribing to Netflix because it was like linear TV. They were subscribing to it because it was different. It stood apart. It understood it could appeal to new audiences and it created something original and unique.
The best brands embrace their differences; it’s what creates charisma and standout in a crowded market. People will not watch the WSL because it’s a bit like the Premier League, but because it stands on its own.
Which brings me right back to the cricket. As I listen to Test Match Special, I’m made aware of the differences between the sport being played a few weeks ago starring Ben Stokes and Joe Root and this one with Heather Knight and Kate Cross. The commentator mentions in passing that “you don’t often see the men field there” highlighting the uniqueness of each sport. They are fundamentally different.
And if my point hasn’t yet landed, women’s sport should embrace that difference and build its brand around it.
