Price Attack partners with the AFLW’s Brisbane Lions for a second year
Price Attack has partnered with the Brisbane Lion’s AFLW team for a second season, with a new campaign that will position the brand as the official supplier of ‘fierce’.
The announcement:
As women’s sport continues to grow in Australia, Price Attack has entered their second season as major partner of the Brisbane Lions AFLW team as the official supplier of ‘fierce’.
With the tag ‘bringing their A game in life every day’ the campaign launched with a video championing all things fierce.
Price Attack national marketing manager Aimee Madson said unfortunately women’s sport continued to be underfunded and under patronised.
“Our brand is leading the way in creating ‘new metrics in the measurement in the popularity for women’s sport’, Mrs Madson said. “Many competitions simply do not have the history of male competitions, so we are helping to create a new platform where the popularity of women’s sport is not measured in the same way as men’s and brands like ours are paving the way for change.
“Women’s sport is thriving across multiple sporting disciplines and there are many reasons for this, most notably, the successes of women’s teams and athletes in tournaments, particularly in the US and Europe.
“If the trajectory of women’s sport continues the way it is, customer commitment to Price Attack salons is also a commitment to women’s sports and that they too have shared the journey. Our brand is helping to pave the way for the future of women’s sports – with their help.
“At the core of our business, we are about empowering women and championing the positivity of being fierce –‘out of the box’, dynamic, demanding excellence, inclusivity, honesty, authenticity and passion. We want to support women to feel confident no matter what they’re doing. We see the challenges female athletes have in their industry and know that those stories resonate with women everywhere.
“At Price Attack we believe confidence can come from great hair. We are not saying women ‘only’ get their confidence from good hair, but it certainly is a factor as market research shows. A 2020 major beauty industry survey by ARE media asked women ‘when they last felt most beautiful?’ with having their hair styled clinching the number one position. So, we believe expert hair advice, education, salon services and hair care products should be available to all women.”
The Price Attack network is 100% Australian owned and supports over 64 local communities via our stores providing expert hair care advice with over 6,000 products and salon services.
Covid-19 impacted Price Attack’s first year of partnership, as it did with so many cultural events across the country. Many of the games played throughout the season were postponed, played without a crowd or moved to various stadiums around the country to allow the season to progress. However, Price Attack’s support for the team did not waiver with the Lions taking out the coveted AFLW premiership for 2021.
“From a marketing perspective, the demand of men’s sport can push sponsorship deals well beyond the value they can deliver, whereas women’s sport is in need of support and provides so many powerful and inspiring stories. The Lions AFLW players all have jobs outside of their sporting career, many juggle families, they train at night and then play with absolute ferocity on game day. It’s an inspiration to us all.”
The ‘Fierce’ content series will continue throughout the 10-week AFLW season with highlight stories from key players Catchy Svarc, Orla O’Dwyer and Sophie Conway.
Source: McGowan Creative media release
