Boots sponsors all GB women’s national football teams

Apr 3, 2019 | FMCG digital marketing, FMCG digital marketing food and beverages

MediaCom has brokered a multi-year agreement between Boots and the women’s football teams of England, Scotland, Wales, Northern Ireland and the Republic of Ireland.

The partnership is a first between all five FA women’s national teams and Boots will use football to champion the right of women to feel good in the lead up to the 2019 Women’s World Cup and the 2021 Women’s European Championships.

Over the next three years, Boots will use football as a vehicle to help champion the right of women to feel good in the lead up to the 2019 Women’s World Cup in France and 2021 Women’s European Championships in England.

According to the Football Association, 1.7m girls and women aged five and over partake in football every month[1], and women’s football has never been more popular.

Staying fit is an important part of feeling good and 80% of women footballers say they feel more confident as a result of playing for their team.

Helen Normoyle, Marketing Director at Boots UK said: “It’s so exciting to see how women’s football has taken off over the last few years, especially as a retailer that is proud to champion women’s right to live well, feel better and look great. Boots has always had a strong heritage of supporting women in sport; we founded our own women’s sports team as early as 1894. Via our partnership, we are excited to give the inspirational women in these teams the chance to tell their stories and to hopefully encourage other women to experience the amazing confidence that sport can bring.”

Mark Bullingham, Chief Commercial and Football Development Officer at the English FA added: “We’re delighted to be partnering with Boots as Official Partner of the England Women’s Team, in what is a hugely exciting time for women’s football. It’s important that we partner with brands that share our passion for raising the profile of the sport and the ability to help us do so. I look forward to seeing us work together to make The Lionesses household names and inspiring the next generation of girls to take up the game.”

Ian Maxwell, Chief Executive of the Scottish FA added: “Improved health and wellbeing is one of the major benefits of participation in football so having one of our senior national teams partner with Boots, an organisation that also recognises and promotes these values, is a huge boost. We have seen a marked increase in interest in the Scotland Women’s National Team since qualifying for the FIFA Women’s World Cup and partnerships like this will only enhance our ability to grow the women’s game in Scotland. We are looking forward to a successful partnership with Boots for the next three years.”

Jonathan Ford, CEO of FA Wales added: “This is the biggest sponsorship deal to date for women’s sport in Wales. We want to partner with brands who can support us in raising awareness around the women’s game in Wales, to challenge perceptions and come on the journey with us to reach our ambitious target of 20,000 girls playing in Wales by 2024.”

Activation of the sponsorship of the five nations will include integrated activity across out of home, social media, content and PR.


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