It’s fair to say that when Chloe Kelly toe-poked in that goal then whipped off her shirt in that celebration, the culmination of so many historic moments from the UEFA Euro 22, marketing women’s sport changed forever. 

Or at least some of it did. 

Prior to the Euros we at Dark Horses had been talking a lot about how marketers and agencies had been making some mistakes (7 Deadly Sins, if you will) in their approach to marketing women’s sport that were actually harming the women’s game, instead of helping it. 

In contrast to many of these ‘sins’, the Euros showed the true virtues of women’s sport and how it should be promoted going forward. Here are seven guiding principles to tell more modern and constructive marketing stories within the world of women’s sport, all linked to the tournament that captured so many hearts. 

1. Focus on great entertainment, not a good cause

For many brands, women’s sport offers a great opportunity to tell a...