Right Guard have built a progressively integrated relationship with A League of Their Own on Sky1 since 2012. What started as a TV sponsorship had already evolved to include elements like integrated product placement. In 2016 we wanted to do more… why be around the content when you can create your own? Owned content which is on brand, engaging and shareable – introducing the Right Guard Charity Challenge. Branded content starring talent from the show alongside targeted media promotion and built for platform edits proved a game changer for Right Guard, delivering significant uplifts in purchase intent and market share.