Dark Horses has created a paper outlining seven ways current marketing techniques are actually damaging women’s sport.
The 7 Deadly Sins of Marketing Women’s Sport outlines the pitfalls businesses fall into while delivering insights into how they can be rectified in the future.
It’s curated to be a practical guide that identifies the challenges of promoting women’s sport.
The 7 sins are charity, prophecy, servitude, unity, chastity, penury, and lust.
The overall take-out is that while there are tried and tested methods of marketing men’s sports, these are being changed or ignored when it comes to women’s sports as brands use the game to either make a bigger statement about themselves or tick a D&I box.