Launched on 17 February, AT&T rolled out the first film in a new social series called #MyFirstConnection which leverages the brand’s athlete ambassadors and sports sponsorships to give fans an inside look at the formative years of their favourite stars.
AT&T’s ‘She’s Connected’ programme supports gender equality by ensuring the brand’s partnerships enable meaningful connections to elevate and increase the accurate portrayal of women and girls in marketing, advertising, media, sports and entertainment.
This origin story social series explores each athlete endorser’s rise to stardom and starts with professional women’s soccer player and US Women’s National Team star Crystal Dunn.
The ‘She’s Connected’ content series also features films with other USWNT stars Chiney Ogwumike, Sue Bird, Maria Fassi and Alex Morgan.
The ‘She’s Connected‘ series focuses on spotlighting the multi-dimensional nature of female athletes, specifically supporting athletes that have second jobs, side-hustles or careers outside of their sport.
Comment:
Building relationships rooted in technology, connections, professional development and the amplification of content, ‘She’s Connected’ is a new strand within its wider, ongoing #SeeHer and #SeeHerInSports programme.
This sees AT&T’s current sponsorship marketing strategy prioritise addressing the inequality women athletes’ face by supporting them as players and also in their endeavors off the court, pitch, field or course.
This aims to bring to life one of AT&T’s core values – ‘Stand for Equality’.
The programme has included various partnerships such as its sponsorship of the WNBA and AT&T’s role as a WNBA Changemaker, plus its work with the USWNT through AT&T Unlocked Games.
Links:
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