In the summer of 2022, WeAreFearless became an official shirt sponsor of Hackney Women’s FC, the first openly gay women’s football club in Europe. What started as a strategic play to showcase the agency’s commitment to women’s sports and its sports marketing capabilities turned out to be so much more than that.
A self-funded club in crisis on the backdrop of increased homophobia in football told its pioneering story to the nation, attracting more members and bringing more revenue to ensure it can continue doing this much needed work in society, offering a safe space for the LGBTQIA+ community.
As sponsors, we not only got to demonstrate our drive to help push women’s sports further. We got a project that galvanised the team, re-energised us and reminded us that sponsorship can truly solve problems, in business and in society. That women’s football would not have gotten where it is today without the tireless work of grassroots clubs like Hackney Women’s FC, who’ve had nothing more than passion to keep them going, for decades. Nothing more than courage, to weather abuse and discrimination. WeAreFearless sits proudly on the front of the club’s shirt, not just as a logo but as a shared value. And a commitment that, whatever the future holds for Hackney Women’s FC, we will be fearlessly facing it together.
