Course content

The course includes a mix of presentations, panels and Q&As, all delivered by experts working in the marketing of women's sport. You will learn from senior business leaders who are driving the growth of women's sport with exciting, innovative and game-changing marketing programmes.

  • How to maximise the unique positioning of women's sport

  • The importance of building a differentiated brand

  • Leveraging partnerships to enhance marketability

  • Common pitfalls of marketing women's sport and how to avoid them

  • Learn from the successes of the WTA, one of the most successful women's sports rights holders

  • Case study on marketing from the Women's Rugby League World Cup

Course curriculum

  • 1

    Marketing of Women's Sport

    • MODULE 1: Positioning of Women's Sport with Amy Druquer, Founder of This Fan Girl

    • MODULE 2: The importance of building a differentiated brand, presented by Rebecca Derrick, Global Business Director at Fifty Digital

    • MODULE 3: PANEL: The role of sponsors in amplifying women's sport, with Sally Hancock, Founder of High Tide Leap Consulting, Scott Radcliffe, Senior Manager Business Development & Partnerships at Sport England

    • MODULE 4: The importance of multi-channel execution and storytelling based on audience insights, with Alexandra Willis, Director of Digital Media and Audience Development at the Premier League

    • MODULE 5: The Seven Deadly Sins of Marketing Women's Sport, presented by Matt Readman, Chief Strategy Officer of Dark Horses

    • MODULE 6: Purpose Driven Marketing of Women's Sport, presented by Nicole Allison, co-owner and CEO of Worcester City Women FC

    • MODULE 7: The importance of partnerships in marketing women's sport, presented by Charlie Sizer, Global Partnerships Manager, DAZN

    • MODULE 8: CASE STUDY: The Women's Rugby League World Cup, presented by Upneet Thandi, CMO of RLWC 2021

A unique opportunity to learn from experts driving the innovative marketing of women's sport

  • £199.00

    All course modules available on demand

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Katy Bowman

Director, Head of Sponsorship Partnerships at Barclays

Previous to her current role at Barclays, Katy was Head of Hospitality at Chelsea Football club, where she spent eight years developing the club’s commercial hospitality and events functions. From there, she joined Barclays, where she managed the partnerships within a portfolio of sponsorships on behalf of the bank, globally. Over the years, these have included the Barclays ATP World Tour Finals, Barclays bikes, and, most notably, the title sponsorship of the Barclays Premier League, and now Wimbledon Katy’s role now is to manage Barclays’ continued partnership with the Premier League, as their financial partner, activating the partnership globally for the bank. Alongside this, Katy was instrumental in the development of Barclays’ new partnership with the FA, as title sponsor of the FA women’s super league, which will be the biggest investment into women’s sport ever in the UK. After the successful launch of the partnership, Katy will now oversee the partnership, which will include a commitment to grass roots football.
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Sally Hancock

MD of High Tide Leap Consulting

Sally is a leader in award-wining brand and sports partnerships, with a passion for driving inclusion through sport. She is the co-founder of the brand and sports consultancy, Y Sport, worked with SSE on their Glasgow 2014 Commonwealth Games partnership, and led Lloyds Banking Group’s London 2012 partnership. Sally is the former Chair of the charity, Women in Sport.
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Nicole Allison

Co-owner and CEO of Worcester City Women FC

Nicole has extensive experience working with players, agencies, rights holders, clubs and sponsors. Starting out as a player, then a coach, she moved into the business side of the game, managing sponsorship, media and fan growth strategies at Kantar Sport Intelligence, The English Football League and SMG Insight before moving into women’s football as General Manager at Tottenham Hotspur. Nicole has an MSc in Sport Management and Football Business, a BSc in European Studies and is a qualified Talented Athlete Lifestyle Advisor. Nicole has recently become co-owner and CEO of Worcester City Women to use her extensive talents to help the club exceed all expectations.
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Alexandra Willis

Director of Digital Media and Audience Development at the Premier League, Former Communications & Marketing Director at Wimbledon

Alexandra Willis is the director of digital media and audience development at The Premier League. Prior to The Premier League, Alexandra spent 11-and-a-half years at the All England Lawn Tennis Club (AELTC), starting as a digital content editor and spending the last year as communications and marketing director. Her time with the company included the launch of Wimbledon’s D2C video platform, and large growth across its digital and social output. Willis also an advisory member on the board of production company Whisper, which works on sporting events such as The Paralympics, international cricket featuring England and India, and Formula One with The British Grand Prix. At the Premier League, Willis will focus on its D2C strategy
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Upneet Thandi

Director of Marketing & Commercial, GB Snowsport

Upneet currently works for GB Snowsport, where she is responsible for leading on all sponsorship and marketing activity. As a member of the Senior Executive Team, Upneet works closely with the Board and CEO to provide organisational leadership. An experienced senior leader with a 12+ year track-record in delivering successful marketing strategies, fan engagement initiatives and revenue targets for major brands. With experience of working in professional league sport (incl. Rugby League World Cup, Guinness Six Nations, Women’s Six Nations, Women’s FA Cup and EFL Skybet Championship), Upneet is passionate about using the power of sport to build online and in-person communities.
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Amy Drucquer

Founder and Director of This Fan Girl

As a lifelong Leicester fan, Amy Drucquer was understandably thrilled by their historic Premier League win of 2016 – but less thrilled by the lack of gender representation when it came to media coverage. Noticing the gap between male and female fans, she started an online community and creative platform, dedicated to female supporters, and This Fan Girl was born.
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Rebecca Derrick

Global Business Director at Fifty Digital , Founder of SportAZ and Sport Brands Specialist

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Charlie Sizer

Partnerships Manager at DAZN, Chair of Women's & Girl's Advisory Group at London Football Association

Charlie Sizer is Global Partnership Manager at DAZN, now the largest digital sports broadcaster in Europe and the highest grossing sports app of 2022. DAZN is live in over 200 countries and territories, a market-leader in Italy, Japan, DACH and Spain and the ultimate destination for elite women's football. With over 6 years of marketing, propositions and commercial experience, Charlie has worked at leading sport broadcasters including Sky, BT Sport and DAZN delivering global distribution partnerships and activations with international partners such as The Athletic, Sony PlayStation, LG, Samsung and Amazon. She has an excellent understanding of the women’s sport landscape with a deep passion for equality in sport, striving to achieve equal opportunity for women & girls in grassroots football through her role as Chair of the Women & Girls Advisory Group at the London FA.
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Matt Readman

Chief Strategy Officer, Dark Horses

Matt joined Dark Horses in 2019 to lead the agency's strategic output having previously been Strategy Director at both AnalogFolk and WCRS. He has a long track-record of working in sport and creativity, and is passionate about how sport influences the biggest issues in our society.
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Scott Radcliffe

Senior Manager - Business Development & Partnerships at Sport England

Scott is a Senior Manager working in Partnerships and Business Development at Sport England. He has more than 20 years’ experience in the sports & leisure industry with a focus on the commercial side of the business and a particular interest in working in partnership with other brands & organisations to grow revenue & audiences. Scott’s current focus is the award winning This Girl Can campaign where he leads their brand partnerships strategy. Over the last few years TGC has worked with Disney, Unilever (Sure), Regatta & Strava to grow the reach of the campaign and ultimately get more women active.
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