11 May Charlotte Edwards – breaking new ground
We wish a very happy retirement to Charlotte Edwards, the England’s Women’s Cricket Captain.
A figurehead for the sport, she’s led the women’s game into the professional age – no mean feat. Her decade-long captaincy will be seen as a critical part of the new age of women’s sport that was most memorably marked by London 2012 – an era of growing participation numbers, media coverage, and even major sponsorships.
Kia’s sponsorship of the England Women’s Cricket Team and SSE’s partnership with the Women’s FA Cup, examples of this change, haven broken new ground.
Charlotte’s comfort in interviews, and fondness for social media (see Charlotte and a certain member of Beyond Red in the corner of the photo above) has helped grow not only women’s cricket, but women’s sport more broadly. For brands and agencies, this represents an enormously positive move – the opening up of a new source of ambassadors and a route into a ever-more-valuable market.
Long may it continue.