SEF:04 - A Different Ball Game

SEF:04 - A Different Ball Game takes place on 11 November 2026. Venue: KERB Sports Bar, London.

As women's football continues to grow, brands are shifting investment from ESG budgets to marketing budgets. However, the methods used to plan and evaluate those partnerships have not kept pace. Most were built for the men’s game; when applied to women’s football, they understate what the property delivers. The report draws on interviews with 20 senior practitioners across rights holders, brands and agencies. It sets out which goals women’s football sponsorship best supports, how it delivers them, and how to value and measure them. It also introduces Share of Property, a new measure of the larger share of attention each sponsor commands when fewer brands compete for it. Lydia Crudge of Lunar Insight, the report’s author, will present the findings with Lisa Parfitt of The Space Between and Rory Natkie l of Box Count. The forum runs from 4pm to 5:30pm. From 5:45pm, we'd love you to stay for an Arsenal v Barcelona UEFA Women’s Champions League watch party.