New female-founded sport consultancy See You At Jeanie’s launches today (Wednesday 19) to accelerate the role brands and sports organisations can play in growing women’s sport.
Deloitte recently predicted that women’s elite sport will generate global revenues of US$1.28 billion in 2024, but Jeanie’s co-founders Laura Weston and Jules Hilson know that the marketing and creative industries are yet to maximise this opportunity.
Jeanie’s has been founded in response to the need for high-level strategic and creative advice for clients who want to make the most of the growth in the industry and tap into a new generation of sport fans.
Founded courtside at the Billie Jean King Cup, Jeanie’s is a place for brands and sport organisations to discuss the rapidly growing opportunities within this new era of women’s sport and the role that they play.
Weston, sport strategist at Jeanie’s, was previously MD at Iris Culture, the sport and entertainment arm of the integrated group, counting adidas, Speedo and Samsung amongst her clients. She led the agency team that launched the Women’s Super League for The FA and supported the Lionesses for three years.
She knows now is the time for a female-focused sport consultancy: “Women’s sport is fast-moving, with huge potential for rights holders and brands but there has been hesitation on both sides to activate in a way that will maximise impact,” she said. “For brands, this can come from concern over how to show up appropriately which leads to the work being less creative and lacking in purpose. Sport has been viewed predominantly through a male lens and that hasn’t helped, we are here to redress the balance.”
Hilson, creative strategist at Jeanie’s, recently spent three years as executive creative director at MSL for PUMA, working across global and local accounts. She is passionate about finding the space where women’s sport and culture meet.
Hilson added: “Women’s sport presents a brilliant creative opportunity, but we must be free from the restrictions of ‘the way things have always been done’ and look at how women’ssport should show up and engage creatively.
“There’s a new generation of sports talent and fans who are redefining women’s sport on and off the pitch (court, track…), through fashion, music, content, and collaboration. Our work at Jeanie’s will make a difference for our clients whilst creating a new women’s sport marketing and communications playbook.”
The consultancy, based out of Liverpool and London, has signed up a Barclays Women’s Super League team as its first client and is in talks with other brands and sports organisations who are keen to elevate their work.
Hilson added: “As a consultancy we are completely focused on women’s sport, the culture and the conversations surrounding it. Success lies in identifying, understanding, and connecting with the fans. Fans of women’s sport, whether they be existing or emerging, support differently. Understanding the nuances in fan behaviour and building this into marketing strategy is crucial for brands and sports organisations wanting commercial results.”
Weston concluded: “This is a unique and exciting time for women’s sport, there is opportunity but also potential pitfalls. Our experience is wide-ranging, from working with female athletes to creating connections with grassroots, so we feel we can help navigate the way successfully.
“After spending so much of my time campaigning for change over the last decade I know the time is now to capitalise on the commercial impact women’s sport will deliver. Jeanie’s will partner with clients to take advantage of this once in a generation opportunity.”
The duo has developed a firm set of values to underpin the company, whic includes the aim to bring together diverse talent from across the UK to tackle the London-centricity of sports agencies and help social mobility.
