If there was ever a moment when women’s football needed an anthem it is now. 

Maintaining momentum off the back of a historic Euros victory and a nail-biting World Cup requires both relentless focus and recognition that the Women’s game has its own unique culture and should not be developed in the shadow of the men’s game.

This unique culture is brought to life with both passion and persistence by McCann London. Its new campaign and its very first for Sky Sports, is in a league of its own. A remix of Stormzy’s iconic track ‘Shut Up’ encourages viewers to keep up with the culture of the women’s game. 

The track is rapped by Nadia Rose, who delivers energy and cultural currency to the spot. She is joined by grime artists Yungen, Stefflon, Don and Bugzy Malone. While influencers such as Grime Gran and Big Manny add to the spot’s clout.

Dave Stratton, Marketing Director at Sky Sports explained: “This campaign mixes the worlds of Sport, Music, and Culture to encourage a generation of young fans to tune in to the phenomenal talent playing week in week out in the women's game.”

Regan Warner, ECD at McCann London, added “Our shared ambition is to create a Women’s Super League anthem giving women’s football the platform and voice it deserves. And what better way to do this than reworking Stormzy’s 'Shut Up' with Nadia Rose into a rallying cry for us to ‘Keep Up’.” 

When the curtain fell at the end of England’s historic World Cup victory, commentator Gaby Logan declared: “They think it’s all over. It’s only just begun.” The same it seems is finally true for the shift afoot in sports marketing to women.