TAB NZ Promos Commitment To #BoostWomensSports In Campaign Fronted By Footballer Molly Flynn

A March campaign from TAB New Zealand, created with independent agency Yarn, marked International Women’s Day with an ongoing commitment to boost customer and fan engagement in women’s sport.

 

The initiative will see betting odds boosted for women’s sports events in order to make it more financially rewarding

 

for customers and sports fans to get involved and become bigger supporters.

 

The campaign is fronted by emerging Kiwi West Auckland football star Molly Flynn who plays for Bay Olympic FC and the brand ambassador unveils TAB’s support of and commitment to female athletes now and in the future while showing off her soccer skills.

 

The hero spot, titled ‘TAB NZ: Boosting the Odds – International Women’s Day’ dropped online from 7 March with the hashtag #BoostWomensSport.

As the spot stated: “Starting today, we’re boosting the odds of women’s sport to make it more rewarding for fans to get involved and follow every play”.

 

 

“Women’s sports are starting to gain the attention they deserve. With the Women’s Rugby World Cup and the FIFA Women’s World Cup driving bigger audiences, this has been reflected in women’s sport turnover up 25% on the previous 12 months with TAB NZ,” explained TAB NZ CMO Jodi Williams. “Today, we are making a commitment to support women’s sport and help drive more engagement and ultimately more revenue.”

 

Yarm Co executive Creative Directors Matt Sellars and Rich Robson added: “When TAB came to us with this brief, we saw an opportunity for them to make a real impact.
Their support of the idea right from the outset proves how committed they are to supporting our nation’s female athletes and help reduce the disparity between men’s and women’s sport.”

 

The campaign was created for client TAB CMO Jodi Williams, Senior Lead Brand Engagement Joan Zhang and Senior Brand Engagement Manager Karl Tily by a team at creative agency Yarn which included CEO Heath Davy, Executive Creative Directors Rich Robson and Matt Sellars, Junior Creatives Bayleigh Way and Alyssa Yeoman and Designer Caroline Wilkie.

 

The production company was Reel Factory with Director Vince McMillan and sound was handled by Radiate.

 

 

Comment

 

Women’s sport betting odds through TAB NZ have already increased by up to $2 more than their original value for the Super Rugby Aupiki, ANZ Premiership and the Women’s Indian Premier League, with many more to follow.