Female football fans are still too often pushed to the sidelines. They’re asked whether they even know what offside means, whether they can name at least five players from the Dutch national team, and bombarded with trivia like ‘France’s right-back once played for Roda JC’. Brand initiatives around football also tend to target the male fan by default.
Together with Kraft Heinz, Branthlete launched ‘The Big Catch-up’: a campaign celebrating female fan culture around football.
To bring The Big Catch-up straight into fans’ living rooms, Branthlete and Heinz sent out more than 50 curated PR boxes to female athletes and influencers, kitted out for their own home watch party. Alongside comfort food and match-day essentials, each box included an analog camera. Turning the watch party into something to capture and share, on their own terms.
Six ambassadors — Estavana Polman, Fresia Cousiño Arias, Merel van Dongen, Demi van den Wildenberg, Kira Toussaint and Thamar Bos — together with 35 athletes and influencers, took to social media with one question for female fan communities: how do you like to watch football? The answers formed the basis for the first watch party built entirely around female football fans: comfort food, a modern outfit, entertainment by Tom Loen, and plenty of sauce, of course.
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