Iron Dames partner with WePlay to drive marketing success
7 hours ago
Sports marketing agency WePlay has been appointed by Iron Dames, the ground-breaking project committed to promoting and supporting women in sports where they compete on equal terms with men.
WePlay’s core proposition of unlocking fan value by providing partners with a greater understanding sporting audience behaviour will be utilised to help grow the Iron Dames brand globally.
Founded in 2018 by Deborah Mayer, Iron Dames launched an all-female line-up in motorsport and achieved historic victories and breakthroughs at the pinnacle of world endurance racing, including becoming the first all-female team to win a race in the FIA World Endurance Championship in 2023 and the first to finish second in the championship. In other racing categories, a new generation of drivers is also on the rise aiming to reach the highest level.
The project extended to equestrian sport in 2024, with the first ever all-female, elite show jumping team competing in the most prestigious FEI championships, including Longines Global Champions Tour.
Under the banner “Cannes Stars powered by Iron Dames,” the team triumphed in a spectacular debut in the first round in Doha, Qatar, and secured further victories in Saint-Tropez, Monaco and Riesenbeck.
After a successful first season, the magenta team became the first ever all-female team to win the GCL championship. Following the resounding success of the Cannes Stars, the Iron Dames are doubling down on their mission to champion women in equestrian sport by launching a second all-female team, the Monaco Comets, making their debut in the GCL this season.
Iron Dames CMO, Franziska Baier, said: “The Iron Dames have been experiencing a period of rapid growth, in both motorsport and equestrian worlds following a brilliant first season for the Cannes Stars.
“We sought a creative partner to help us develop and implement impactful content that would resonate with fans, players and partners. Helping to communicate our ambitions and vision for the future of the team and women’s sport. It’s a great start, working closely with Sharon and the wider WePlay team, and we look forward to working together in the year ahead!”
Sharon Bennett, WePlay Head of Client Services and Women’s Sports Lead, commented: “Iron Dames are an inspiring sports brand with incredible athletes, but what matters just as much to WePlay is their purpose to challenge stereotypes and change the narrative of their sport. By helping to raise awareness of Iron Dames, and amplifying what they stand for, we are helping to grow the wider ecosystem of women’s sport, which includes partners and investment”.
“WePlay will provide social media and content strategy, creative execution and at-event social content production. Our team has a wealth of equestrian experience, and this, together with our passion for women’s sport makes It the perfect partnership.”