WeAreFearless launches women’s sports division

Agency WeAreFearless is launching a new Women’s Sports division - with a scientific approach. The aim of the new division will be to help brands, rights-holders and sponsors solve business problems and unlock value.

The division will consolidate the impact WeAreFearless has already made in women’s sport. This includes work with Bridgestone and Caster Semenya (South African middle-distance runner) and Kristina Vogel (former German track cyclist). Most recently the agency created a pan-European women’s football strategy for Visa Europe, helping the brand achieve business and brand objectives through multi-market football rights and a new brand purpose. The agency is also working with Sue Anstiss MBE and Kate Hannon on a project to expand the Women’s Sport Collective.

Since 90% of people’s decisions are made at an unconscious level, the only way for brands to truly resonate with women’s sports fans, according to WeAreFearless, is to understand their deeper psychological motivations. It is not enough to just understand people’s attitudes and behaviours; it is their values that determine the true motivations for their decisions. The new division will aim to do  that through WeAreFearless’ proprietary psychology tool HumanValuesTM, enabling brands to develop more emotionally engaging and relevant products, strategies and communications through the creative power of women’s sports.

The team will be led by Women’s Sport Directors, Rebecca Sowden(international speaker, influencer, and former NZ footballer) and India Thomson - who initiated and will continue to drive the new division with her expertise and knowledge of all things women’s sport. 

India said: “Women's sport has wrongly been treated as the men’s game played by women for far too long. Our HumanValuesTM psychology-led approach to fan understanding enables us to play a better role in harnessing the power and opportunities that women’s sports presents. ”

Founder Garry Dods said:  “This is a hugely exciting moment for us as an agency. There is a distinctiveness to women’s sport and the psychology behind it and so we want to encourage businesses to approach it in a smarter, bolder way to unlock its incredible business value. By being more courageous we can all make a difference, quicker. For our clients and society as a whole.”