Call To Action 167: Lisa Parfitt on doing the business for women’s sport.
Aug 1, 2025
59:23
This week we’re pushing our withered hamstrings way beyond their wretched limits, all in order to win the attention of our guest, sport and brand marketing super-baller Lisa Parfitt.
In a career that has been, figuratively, one top bin after the other, Lisa has done more than most to give women’s sport a serious platform, particularly when it comes to those all-important commercial relationships.
A star player in the efforts to land the Women’s FA Cup their first brand sponsorship, Lisa can be found on the prestigious pages of PR Week’s Power 100 for her work in pushing for greater representation for women in the sports business.
Having gone toe-to-toe with the inequalities in the game in her time as both a Level 1 coach and director, she now devotes her considerable skills and stamina to creating better, fairer and more sustainable partnerships, sponsorships and culture in the game.
In an episode with absolutely no time wasting, even for the occasional glug of branded energy pop, we ponder everything from the unique brand value of fans of women sport, to how the game is changing, in both sporting and commercial ways.
This episode is proudly dedicated to Karen Earl.
Follow Lisa on LinkedIn.
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Timestamps
04:34 - Transitioning to the Sports Industry
10:31 - First Job in Women's Sport
12:18 - The Shift to Sponsorship and Commercial Focus
15:32 - The Role of Brands in Women's Sport
20:10 - Securing the First Women's FA Cup Partnership
26:32 - The Impact of COVID on Women's Sport
30:35 - Research on Women's Sports Fans Engagement
36:59 - The Future of Women's Sport and Upcoming Events
42:06 - Changing Perceptions in Women's Sport
Lisa's Book Recommendations are:
Eat Sweat Play - Anna Kessel
Why She Buys - Bridget Brennan
Game On - Sue Anstiss
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In a career that has been, figuratively, one top bin after the other, Lisa has done more than most to give women’s sport a serious platform, particularly when it comes to those all-important commercial relationships.
A star player in the efforts to land the Women’s FA Cup their first brand sponsorship, Lisa can be found on the prestigious pages of PR Week’s Power 100 for her work in pushing for greater representation for women in the sports business.
Having gone toe-to-toe with the inequalities in the game in her time as both a Level 1 coach and director, she now devotes her considerable skills and stamina to creating better, fairer and more sustainable partnerships, sponsorships and culture in the game.
In an episode with absolutely no time wasting, even for the occasional glug of branded energy pop, we ponder everything from the unique brand value of fans of women sport, to how the game is changing, in both sporting and commercial ways.
This episode is proudly dedicated to Karen Earl.
Follow Lisa on LinkedIn.
/////
Timestamps
04:34 - Transitioning to the Sports Industry
10:31 - First Job in Women's Sport
12:18 - The Shift to Sponsorship and Commercial Focus
15:32 - The Role of Brands in Women's Sport
20:10 - Securing the First Women's FA Cup Partnership
26:32 - The Impact of COVID on Women's Sport
30:35 - Research on Women's Sports Fans Engagement
36:59 - The Future of Women's Sport and Upcoming Events
42:06 - Changing Perceptions in Women's Sport
Lisa's Book Recommendations are:
Eat Sweat Play - Anna Kessel
Why She Buys - Bridget Brennan
Game On - Sue Anstiss
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