2min chapter

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Women, sport and business: Media deals

Business Daily

CHAPTER

Do Women's Sport Need to Follow the Men's Game?

Olivia Wilson is a defender for Burnley FC Women's Training Ground. The team are in the third tier of the women's league. In 2021, they became fully professional and incorporated into the main club alongside the men's team. They signed a groundbreaking partnership with social media giant TikTok to live stream every home game. As well as live streaming, the deal requires the players to get involved in challenges and dances.

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