How we looked to fill the biggest gap in the Women’s game
We thought it was pretty ironic. That a bunch of brands who were sponsoring the Women’s Euros. Actually had big, fat pay gaps themselves. So with a little tweak, we turned the tournament logo against them. And told sponsors who don’t pay fair. To pay up.
The Challenge
In 2022, England hosted the Women’s Euros, a landmark moment for women’s sport, promoted like never before. Every brand wanted in. Every sponsor wanted their logo on the movement.
But when Talented Ladies Club looked closer, a question emerged: How many of these brands really supported women beyond the pitch? Using publicly available gov.uk data, we uncovered a stark truth. 90% of sponsors had significant gender pay gaps. So, while they were quick to celebrate women on screen, they were failing them behind the scenes.
The Cultural Opportunity
If brands wanted to join the conversation, we’d make sure they heard it. With a budget of just £1,000, we used the simplest tool of all; Microsoft Paint to reimagine the tournament through the lens of each sponsor’s gender pay gap.
Every match poster, every badge, every player stat became a visual reminder of the inequality behind the branding. Then, we took it straight to them. Online. Out of Home. And guerilla-style, right outside their offices and stores. The message was unavoidable; Put your money where your mouth is.
Impact
What started as a small act of protest became a national conversation. With over a million impressions, the campaign reached far beyond its modest spend. Every brand we called out issued a statement.
Well, every brand except one. TikTok declined to comment (awks). Now it’s time for all the sponsors to get to work.
Media Mix
Earned Media, OOH, Social, Guerrilla, PR Activation
