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Partnerships Sponsorship The XX Series | 17.01.18

Passion Point: A Window to Deeper Fan Engagement

City Football Group’s Jeremy Way on the USPs of brand partnerships in women’s sport.

Conceived and developed by the US Women’s National Team players themselves, SheBelieves is a movement to inspire girls and women and was initially launched as a marketing campaign in the build-up to the 2015 Women’s World Cup.


It has evolved since then and now represents the spirit of empowerment that the US Women’s National Team wish to stand for.
According to Jeremy Way, Senior Partnerships Marketing Manager at City Football Group, the SheBelieves Cup is the work of a rights holder with a joined-up and successful approach to commercialising its women’s rights.

The volume of the story-telling opportunities afforded by women’s sport – and the depth of those narratives – are, for Way, a fundamental to most sponsorship opportunities in women’s sport.
In this short video from the latest Generation XX Series think tank event in November, Way, who worked on sponsorship campaigns for a host of blue chip brands as an Account Director at Mindshare before joining City Football Group in 2014, outlines why he believes women’s sport represents a valuable partnership opportunity, and why brands need to take responsibility in the space.

Jeremy Way was speaking at the Leaders Generation XX Series Think Tank event in November. The Leaders Generation XX Series is designed to provide a year-round platform to discuss and stimulate growth in women’s sport ─ forging better understanding and connections between sport and business to develop the conversation and accelerate the pace of change. This will be done through a series of physical events and regular online content.

Leaders Week New York

21-24 May 2018


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