Women’s sport ‘is a Lions fixture’
- Boutique Editions
- Jun 19
- 1 min read
WOMEN’S sport is continuing on an upward trajectory, according to Louise Johnson, global CEO of sport and entertainment marketing agency Fuse. “A real moment for me was last year when I was lucky enough to be president of the Lions for Sports, and the amount of women’s sport that came in was fantastic,” she said.

“We gave the Grand Prix to women’s football for Orange, and then we gave a third of all medals to women’s sport. So that was a real watershed moment.”
At this year’s Cannes Lions everybody’s talking about it again, she said. “It’s evolved and it’s about really using women’s sport as a strategic growth driver. PepsiCo talked to lot about it this week and I think that’s really interesting.”
Disney+ has entered the women’s football market, and the streaming platform is set to show Women’s Champions League matches from next season. “So, from an enterTainment perspective, women’s sport is not only sport, but entertainment now as well,” said Johnson.
“Looking ahead to next month’s Women’s Euros, I really hope that that’s a big moment. You’ve got better prize money, soldout stadiums, big brand activations about to happen. And I hope that that’s going to be another moment that we all kind of go, ‘yes, we’re in the right direction’.
I still don’t think the investment is there versus the sort of hype and rhetoric about it, but it’s a long process to get there.”
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