In fact, only 7% of the $30 billion spent globally on sponsorships is directed towards sportswomen. And, with the NYC Marathon taking place this weekend, milk–yes, dairy milk–is looking to put an end to the disparity between female and male athletes.
Milk has pledged to sponsor each woman running in this weekend’s NYC Marathon.
Partnering with Selena Samuela and Olivia Amato, Milk will be providing gear, expert advice, on-site and post recovery, and more for anyone that signs up for Team Milk. Their sponsorship doesn’t end there, however. The national milk processors’ organization MilkPEP has partnered with Girls on the Run, a foundation dedicated to empowering young girls through running and community, and will match each female’s marathon registration fee (up to $600K) in a pledge to this foundation.
Milk is also partnered up with Gale agency and is highlighting the journeys of marathon-running women on the big screen, according to Ad Week.
Milk has transformed the digital NASDAQ board in Times Square into a massive glass of milk, and the brand’s coach has set up shop at Penn Station to recruit women to join Team Milk. Throughout the marathon, Team Milk runners will be invited to project themselves onto an interactive digital billboard.
“Milk is honored to support female runners in this year’s marathon. When only 7% of the $30 billion spent globally on sponsorships is directed towards sportswomen, it’s time for a change,” says MilkPEP CEO Yin Woon Rani. “Milk has always been a performance beverage for all athletes – a nutritional resource for all genders – and MilkPEP is proud to have a long history of supporting and showcasing female athletes. The 26.2 program works to shine a light on incredible women who are proving to future generations that their dreams matter.”