Why England’s win ripped up our rule book on women’s sport

Dark Horses thought it had the perfect playbook on how brands should back women’s sport. But after England’s win in the Women’s Euros, strategy director Mark Lloyd explains why the agency is writing a new one.  
For years, women’s football was the great unknown. Little had been done to understand its appeal or what role a brand might play in this growing space. Media coverage and projections for the future suggested a sports marketing gold rush, but one to which