Brand Tracker

Welcome to the automated Brand Tracker diaries.

Norway

Thon Hotels extends sponsorship agreement with women’s football

Campaign: Flere Jenter

Source: https://www.kampanje.com/markedsforing/thon-hotels-forlenger-sponsoravtalen-med-kvinnefotballen/1027706

Goal: Involve more young girls in women's football

Summary: Thon Hotels has extended its partnership with Toppfotball Kvinner for three years, from 2027 to 2029, continuing their collaboration that began in 2018. The partnership aims to increase engagement and attendance at Toppserien matches, develop the 'Flere Jenter' initiative, and provide a national campaign platform for young female players. Thon Hotels will also support the clubs with accommodation and facilities, establishing a stronger connection between elite football and young aspiring players.

Sweden

Ads: How women’s football becomes a shortcut to Gen Z

Brand: Elitfotboll Dam

Campaign: Football Talks

Source: https://www.resume.se/native/sa-blir-damfotbollen-en-genvag-till-gen-z/

Goal: To engage with Gen Z women through sports and digital platforms

Media: Digital platforms, seminars

Summary: Elitfotboll Dam is organizing an event called Football Talks in Stockholm aimed at marketing leaders and decision-makers to explore how women's football can become a strategic platform to engage with Gen Z women. The event will discuss the changing consumption patterns of young women regarding sports content and the role of athletes as digital brands.

Gen Z engagement sports marketing women's football