During the recent National Women’s Soccer League (NWSL) championship match, Secret Deodorant unveiled a new ad spot aimed at equality in women’s sports.
Dubbed “See Me”, the spot featured nine NWSL players, which aired during the NWSL’s final Challenge Cup match on CBS.
Secret sees this effort as just another step in the right direction for equality in women’s sports — urging national media companies to level the playing field and “double women’s coverage by the end of 2020.”
This isn’t their first effort either. The brand has already made a name for itself in the female sports space through a number of initiatives geared toward equal representation and equal pay for female athletes, including:
· Its recent partnership with tennis legend Serena Williams
· A $529,000 donation to the United States Women’s National Team Players’ Association to close the gender pay gap in soccer
· The purchase and donation of 9,000 tickets to the National Women’s Soccer League games to equalize game attendance and boost teams’ revenues
Secret’s campaign comes at a critical juncture, as major men’s sport leagues start play after months of season delays and tournament cancellations–making for a crowded sports space where women will undoubtedly need to fight for attention.