Building on the cultural currency of women’s football, Barclays has launched a new campaign which saw a range of footballing superstars projected onto its Canary Wharf HQ.

As the title sponsor of the Women’s Super League Barclays has showcased West Ham’s Mackenzie Arnold, Manchester United’s goalkeeper Mary Earps and Chelsea’s Sam Kerr.

The campaign will also include digital out of home. The creative shows players emerging against massive cityscapes, building on the drama and excitement of the recent World Cup and reinforcing that the players and the league is bigger than ever.

Neil Clarke, Creative Director, BBH, explained: “Barclays has been supporting the Women’s Super league since 2019 and has played a massive role in growing women’s football, both on and off the pitch. The women’s game has never been bigger. On the eve of the new 23/24 season, this work delivers that message in the most iconic and impactful way possible.”

This campaign successfully underlines that the growth of Women’s football is about so much more than a one-off marketing moment. Smart brands are investing in building momentum through long-term sponsorship.