Sport England Business Partnerships Dir Tanya Joseph said that there is a "huge and untapped opportunity" for brands in women's sports, but marketers must not treat them like "mugs," according to Sarah Shearman of MARKETING MAGAZINE. Speaking at Advertising Week Europe, Joseph talked about how brands "looking to tap into women’s sports must speak to female consumers in an honest and truthful way." She said that they will not be "deceived by unrealistic images like women looking fantastic in a spinning class, or running a marathon without breaking a sweat." Joseph said, "We know when we are being sold a lie. What women want is brands that respect them enough to tell them the truth." She said that Sport England's much-lauded "This Girl Can" ad proved it is possible to "make beautiful ads that are honest." She pointed to the "excitement around the rise of Leicester City in the Premier League as an example of how powerful storytelling is in sports." She said, "It’s not just an extraordinary journey, it’s a lovely story." MediaCom EMEA Head of Sport & Entertainment Misha Sher said that he has been "encouraging clients to invest in women’s sports because unlike men’s, which is a highly competitive and expensive, there is more opportunity to 'own it' for women’s." Sher said, "The women's game is completely untapped -- and you can shape the game the way you want" (MARKETING MAGAZINE, 4/21).
