{"id":19362,"date":"2023-08-05T09:33:01","date_gmt":"2023-08-05T09:33:01","guid":{"rendered":"https:\/\/leadersinsport.com\/sport-business\/?post_type=event-post&p=19362"},"modified":"2023-08-05T09:33:01","modified_gmt":"2023-08-05T09:33:01","slug":"wear-the-rose-and-the-red-roses-2","status":"publish","type":"event-post","link":"https:\/\/leadersinsport.com\/sport-business\/leaders-events\/leaders-sport-awards\/2023-categories\/company-shortlists\/wear-the-rose-and-the-red-roses-2\/","title":{"rendered":"Wear The Rose and the Red Roses"},"content":{"rendered":"\n\n
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\n \/\/ SHORTLISTED <\/p>\n \t\t\t\t\t\t\n\t\t\t\t\t\t\t<\/span>SPONSORSHIP<\/a>\n\n\t\t\t\t\t\t

Wear The Rose and the Red Roses<\/h1>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\n
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    \nAt O2 we\u2019re on a mission to help close rugby\u2019s gender gap with our longstanding partner \u2013 the RFU.<\/p>\n

    In 2020, when women\u2019s sport had been left behind as the pandemic hit, we signed a new 5-year principal partner deal with the RFU, committing to equally fund the England men\u2019s and women\u2019s teams. A first for a national team sponsor.<\/p>\n

    Then in 2022, we launched a four-year strategy to close rugby\u2019s gender awareness gap in the run up to a home Rugby World Cup in 2025. We set out to achieve this by bringing the women\u2019s team out of the shadow of the men\u2019s, connecting them to fans and supercharging support.<\/p>\n

    There were two core business drivers behind the campaign:<\/p>\n

    1.\tDifferentiation is hard to achieve in a heavily regulated telco market, we need to stand out from competitors. Closing rugby\u2019s gender awareness gap is a pointed and memorable mission.
    \n2.\tWe know our core audiences, Millennials and GenZ, expect brands to act on societal issues, including gender equality. <\/p>\n<\/p>\n <\/div>\n \n \n \n <\/div>\n

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    WATCH<\/p>\n \n

    FIND OUT MORE<\/h2>\n \n

    \n – 1.40 mins <\/p>\n <\/div>\n <\/div>\n <\/div>\n <\/div>\n \n <\/div>\n<\/section>\n\n

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