What's Happening?
Mastercard has launched an innovative platform called 'Style Of Our Own' (SOOO) to transform women's sports sponsorship by integrating elite sports rights holders, community organizations, creators, and 47 women-led small and medium enterprises (SMEs).
This initiative, which has won awards for its live and in-person experience, aims to create a collaborative ecosystem that generates significant media value and commercial growth for underserved businesses. The platform operates on a model where partnerships activate each other, rather than functioning in isolation. This approach has resulted in £50 million in earned media value and measurable commercial growth for the involved businesses. The SOOO platform is structured across four tiers of partnership, each contributing distinct value and receiving differentiated benefits, ranging from global sports properties to grassroots community organizations.
Why It's Important?
The SOOO platform addresses the structural challenges faced by women's sports, where commercial gaps in retail, product design, fan experience, and investment are deeply embedded. By creating a unified partnership ecosystem, Mastercard aims to deliver greater commercial, cultural, and social impact than isolated sponsorships. This initiative not only supports women-led businesses by providing them with retail readiness and consumer access but also enhances Mastercard's brand mission by aligning its commercial capabilities with social impact. The platform's success demonstrates the potential for integrated sponsorship models to drive sustainable growth and visibility for women-led enterprises, thereby contributing to a more inclusive and equitable sports industry.
What's Next?
The SOOO platform's success sets a precedent for future campaigns and sponsorship models. Mastercard plans to scale this partnership-led platform across different markets, embedding collaboration into its long-term strategy. The initiative's replicable playbook could inspire other brands to adopt similar models, potentially transforming the landscape of sports sponsorship and commercial growth for women-led businesses. As the platform continues to evolve, it may attract more partners and expand its reach, further amplifying its impact on the sports industry and beyond.
