Have brands really missed the boat on women’s football?

Following the triumph of the England women’s team in Euro 2022, PRWeek asked PepsiCo, a sponsor of women’s football since 2020, what challenges might brands or sponsors face if they want to get involved in the sport in the future. The response? "That they are too late!"

by Mahalia Mayne
Euro 2022 activity from Pepsi, Heineken, Lucozade and Elle
Euro 2022 activity (clockwise from top left): Pepsi, Heineken, Lucozade and Elle

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