Iris > 实例探究 > 促进体育领域的性别平等：巴克莱赞助女子足球

Barclays' Innovative Sponsorship Strategy for Women's Football

挑战

巴克莱银行希望通过赞助支持女子足球并促进体育领域的性别平等。

关于客户

巴克莱银行是一家致力于“为人们创造机会”的银行。他们希望支持女子足球并促进体育运动中的性别平等。

解决方案

Iris 与高级利益相关者合作，创建了赞助女子足球的商业案例，并为 FA WSL 的首次冠名提供了战略、公关和社交内容。他们还发起了一项运动，希望到 2024 年让所有女孩都能接触到足球运动。

运营影响

The campaign was a resounding success, with record-breaking audiences at Stamford Bridge and the Etihad Stadium during the season-opening weekend. The 60” hero film, which followed a passionate young girl observing her male counterparts play the game she loves, resonated with audiences and helped to highlight the commitment Barclays and The FA have made to make football accessible to all girls. The campaign was also successful in generating positive sentiment, with 100% positive sentiment recorded. This initiative not only helped to elevate women's football but also reinforced Barclays' position as a champion of opportunities and equality.

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