280 million female fans, and more than 50 per cent in swimming. We also know that 84 per cent of sports fans are interested in women’s sports.



The days of a one-size-fits-all approach to dealing with fans are long gone. Women, in particular, but also more and more men, are tired of stereotypical advertisements and marketing campaigns that carry the bias and prejudices of the 1950s. Although sport should appreciate the size of its target segment, its commercial value and predominant behaviour, it is still full of marketing campaigns that focus on and appeal to a predominantly male audience. Advertising that is aimed primarily at women is often either ‘pink-washed’ or fuels old school stereotypes.



Which brands help to change that notion and what does still need to be done?



Join us and our guests Ann-Kathrin von Löbbecke, Senior Director Creative Planning & Campaigning at SportFive, and Stephanie Jackson, Director Diversity & Inclusion at USA Hockey.

Speakers

Ann-Kathrin von Löbbecke

Senior Director Creative Planning & Campaigning @SPORTFIVE

A former high-performance athlete in artistic cycling with a love of sports in general, Ann-Kathrin has turned her passion into a profession. Through various professional stations in the sports business sector, including Nike, DFB, Formula 1, Sportfive, she has become acquainted with the most diverse corporate cultures and values. Ann-Kathrin is a positive person who draws her energy from new challenges, working as part of a team and is not afraid to address taboo topics and to push them forward.

Stephanie Jackson

Director Diversity & Inclusion @USA Hockey

With over 15 years experience in community development, equity, environmental, social, and governance strategies-- Stephanie has a passion for building the business case for diversity and inclusion and transforming organizations to meet demands of the next generation.