PSA: The 7 Deadly Sins of Marketing Women’s Sport, 1

With the Women’s Euros just weeks away Dark Horses has created a paper outlining seven ways current marketing techniques are actually damaging women’s sport. Called The 7 Deadly Sins of Marketing Women’s Sport, and based around the concept of the classification of vices within Christian teachings, the paper outlines the pitfalls businesses fall into, while delivering insights into how they can be rectified in the future. However, despite its draconian title, this document is not a tiresome tirade against perceived sinners. Instead, it’s a practical guide that identifies the challenges of promoting women’s sport. The 7 sins are Charity, Prophecy, Servitude, Unity, Chastity, Penury, and Lust. The overall take out is that while there are tried and tested methods of marketing men's sport, these are being changed or ignored when it comes to women’s sport as brands use the game to either make a bigger statement about themselves or tick a D&I box.