TAB NZ makes commitment to boost the odds of women’s sport in new campaign via Yarn
Yesterday marked much more than a celebration of International Women’s Day for TAB NZ, but an ongoing commitment to help boost fan engagement in women’s sport. The new initiative developed by creative indie agency Yarn will see betting odds boosted for women’s sports events, making it more financially rewarding for fans to get involved and become bigger supporters.
Says Jodi Williams, chief marketing officer, TAB NZ: “Women’s sports are starting to gain the attention they deserve. With the Women’s Rugby World Cup and the FIFA Women’s World Cup driving bigger audiences, this has been reflected in women’s sport turnover up 25% on the previous 12 months with TAB NZ.
“Today, we are making a commitment to support women’s sport and help drive more engagement and ultimately more revenue.”
The campaign launching the new initiative is fronted by a rising football star from West Auckland’s Bay Olympic Football Club, Molly Flynn, who announces TAB’s support of female athletes, now and in the future, while showing off her skills.
Says Matt Sellars and Rich Robson, co-executive creative directors, Yarn: “When TAB came to us with this brief, we saw an opportunity for them to make a real impact.
Their support of the idea right from the outset proves how committed they are to supporting our nation’s female athletes and help reduce the disparity between men’s and women’s sport.”
Women’s sport betting odds through TAB NZ have already increased by up to $2 more than their original value for the Super Rugby Aupiki, ANZ Premiership and the Women’s Indian Premier League, with many more to follow.
Client: TAB
CMO: Jodi Williams
Senior Lead Brand Engagement: Joan Zhang
Senior Brand Engagement Manager: Karl Tily
Creative Agency: Yarn
CEO: Heath Davy
Executive Creative Directors: Rich Robson & Matt Sellars
Junior Creatives: Bayleigh Way & Alyssa Yeoman
Designer: Caroline Wilkie
Production Company: Reel Factory
Director: Vince McMillan
Sound: Radiate
