Greene King has launched a campaign to transform the viewing experience for women’s sport fans, teaming up with comedian Maisie Adam.
Maisie Adam
Ahead of what’s set to be a record-breaking summer for women’s sport, Greene King has undertaken a comprehensive review of how its pubs can deliver a best-in-class viewing experience for fans watching the upcoming Women’s Euros, Rugby Women’s World Cup, Women’s Super League, and more.
Greene King’s Watch Her(e) campaign — the result of this review — aims to set a new standard for the industry by creating more atmospheric and vibrant environments for those wanting to watch the women’s game. It’s supported by new research from Greene King that finds:
- A majority (55%) watch women’s sport at home, compared to just 21% watching it at the pub;
- More than a quarter (28%) believe that pubs prioritise men’s sport over women’s, with almost a fifth (19%) stating that they never see pubs promote or advertise women’s games;
- One in five (19%) also say that their local pub simply does not show women’s sport.
The research also uncovers how women’s sports fans want to feel the same energy as watching men’s sport, with one in three (33%) wanting to see the same sense of pride and belonging. Cheering and clapping (30%), more opportunities to watch together (26%), and dedicated chants (19%) are the most common fan suggestions that they feel would improve the pub atmosphere.
To answer the call of fans, Greene King is enlisting comedian and sports fan Maisie Adam to front its campaign to enhance its in-pub viewing experience, while bringing her ‘big kick energy’ to over 900 of its pubs throughout the summer.
“The more people watch women’s sport this summer, the more it’ll grow and the more investment it’ll get – and so making women’s sport more accessible and ensuring everyone feels welcome to watch their heroes on their local big screens is so key,” said Maisie.
“What’s great about the women’s game is the uplifting nature of it, having all the excitement and adrenaline that competitive sport naturally brings, but without any of the negativity.
“We need to bring this loud and proud energy to our pubs, and that’s why I’m so excited to team up with Greene King to help make the wishes of fans a reality in pubs across the country.”
Greene King is committing to showing Women’s Euros matches in their pubs and showing every minute of every game, as they did for the Men’s Euros last year. Additionally, in the week leading up to the tournament, Greene King will be introducing new initiatives to help create an enhanced fan atmosphere for women’s sport fans.
