SSE & Women’s Football

BRIEF

Create a new sponsorship asset that brings to life SSE’s ‘Proud to make a difference’ brand proposition in a credible, differentiating and tangible way.

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SOLUTION

After a 360-degree analysis of potential assets and routes to market, we recognised that Women's Sport could make a major contribution to actively demonstrating that SSE is making a real difference to its customers, communities  and the country whilst at the same time enhancing its reputation.

After months of work, in June 2015, at the same time the England Lionesses were thrilling the nation at the FIFA Women’s World Cup, SSE became the first title sponsor of the SSE Women’s FA Cup, taking SSE where other brands can now only follow.

Our supporting #GirlsTakeOver campaign tapped into the growing interest and excitement in the women’s game and inspired girls across the country that they too could be the next Eni Aluko or Lucy Bronze.

We launched the sponsorship at Wembley, where the Final would be hosted for the first time in its history, with literally hundreds of girls taking over the stadium in a PR blitz. As part of that message, SSE also gave away all of its match-day rights at the Final to the next generation of football stars.

RESULTS

The SSE Women’s FA Cup Final was the biggest of its kind, with over 30,000 fans at Wembley to see Chelsea win the SSE Women’s FA Cup and 1,989,000 viewing live on BBC. We generated branded media visibility worth £3.3m and 500 pieces of 100% positive SSE-branded media coverage. In just five days, 800 people entered our SSE player escort, ball & trophy presenter competitions, our two #GirlsTakeOver films had 970,000 views with minimal paid media support, and our social media campaign generated 400,000 social impressions. All in just two months!

SSE Women's FA Cup