WePlay built a marketing framework to support Birmingham City Women in amplifying content, promoting events, and identifying and growing their audience. We shaped the approach around their key objectives: driving attendance, strengthening fan relationships, and creating habits that turn casual followers into committed supporters.

By delivering tailored content, boosting community engagement, and championing inclusive fan experiences that celebrate both diversity and unity, WePlay equipped the club with the tools to thrive on and off the pitch.

Benchmarking & Analysis: A global audit of women’s football clubs revealed clear opportunities for Birmingham to differentiate. Heritage emerged as a powerful theme to build fan pride and local connection.

Audience Development: Detailed audience profiling shaped key personas and sub-groups, helping target campaigns and local events that boosted engagement and tested content performance.

Strategic Focus: A focused content calendar prioritised evergreen storytelling, real-time updates, and athlete-led narratives. Carefully selected influencers added reach and credibility among younger, family-oriented fans.

Birmingham City FC embraced the marketing toolkit as the foundation for their ongoing campaigns, so much so, it became known internally as the club’s ‘bible’. It shaped every aspect of their positioning and fan engagement strategy. This season, the women’s team fought hard for promotion, just narrowly missing out on the last game but marking a proud milestone for the club and a clear sign of progress both on and off the pitch.