England Netball has officially launched its "Built by Women" campaign, an initiative designed to use the sport’s massive participation base to secure increased commercial investment.
Centered on a 72-second film featuring a 100-foot construction of a netball player in Manchester, the project aims to capitalize on momentum ahead of the 2031 Netball World Cup.
Bridging Valuation Gaps Through Sponsorship and Infrastructure
- Commercial Valuation: The campaign serves as a direct pitch to potential sponsors, aiming to bridge the valuation gap between grassroots participation numbers and elite-level broadcast revenue.
- Tournament Pipeline: As hosts for the 2031 World Cup, England Netball is shifting focus toward long-term infrastructure and visibility, likely impacting future domestic broadcast rights negotiations.
The “Built by Women” initiative, developed by the agency Brothers & Sisters, arrives at a critical juncture for the sport. While netball consistently ranks as one of the most popular sports for women and girls in the UK, the organization is now attempting to translate that cultural footprint into a more sustainable commercial model.
By anchoring the campaign in Manchester, the site of the upcoming 2031 tournament, England Netball intends to maximize the tournament’s ROI.
“Netball has always been built by women, for women. It is a sport where women and girls can compete fiercely, lead confidently and take up space on their own terms,” said Fran Connolly, CEO of England Netball.
The launch follows the Equal Sport Project, which went live on November 10. This cross-sector initiative seeks to dismantle systemic barriers to entry and professional advancement for women in sports. Baroness Sue Campbell, Chair of England Netball, has framed this as a non-negotiable evolution for the industry.
“Women’s sport has reached a defining moment. We have seen extraordinary progress over the past decade, but we know that equality will not happen by accident,” said Baroness Sue Campbell, Chair of England Netball. “It requires leadership, ambition and a willingness to redesign the system so that women and girls are considered from the very beginning, not as an afterthought.”
England Netball Targets Investment and Equality Through Strategic Focus
| Strategic Metric | Focus Area | Objective |
|---|---|---|
| Participation | Grassroots/Community | Retention of high-volume youth base |
| Commercial | Investment/Sponsorship | Market-led valuation of female-focused assets |
| Infrastructure | Hosting/Events | 2031 World Cup at Co-op Live |
| Policy | The Equal Sport Project | Systemic barrier removal |
By integrating the “Built by Women” campaign with its support for The Equal Sport Project, England Netball is seeking to unlock greater investment and advance equality for women and girls in sport.
Closing the Visibility Gap Before the 2031 World Cup
Historically, netball has struggled with the “visibility gap”—the disconnect between the number of people playing the game and the amount of media coverage or sponsorship dollars it attracts. The “Built by Women” campaign is the latest attempt to close that gap by controlling the narrative of the sport’s history and its future potential.
As England Netball looks to the future, the upcoming 2031 World Cup is featured in its “Built by Women” campaign as a key upcoming milestone for the sport.
“If we get this right, the UK can become the best place in the world for every woman and girl to play, compete, coach, lead and thrive in sport,” said Baroness Sue Campbell, Chair of England Netball.
Disclaimer: The fantasy and market insights provided are for informational and entertainment purposes only and do not constitute financial or betting advice.
