This week the Women's Euros football tournament kicks off in the UK with much hype and fanfare. But is this translating to greater investment from brands, what is the opportunity, and how are those backing women's football activating successfully?Campaign deputy editor Gemma Charles, Pitch Marketing Group founder and CEO Henry Chappell and Copa90 global head of strategy Paolo Nieddu join media editor Arvind Hickman to discuss how sponsors and advertisers are supporting the Women's Euro and some of the campaigns that have shone.We'll also discuss a Government proposal to ask businesses to divert their marketing and advertising budgets into prices cuts, and why the industry is not impressed.Check out the ads that we discuss in this episode:EE's "Not her problem"Sports Direct’s “Girls Don’t Like Football, WE LOVE IT”Nike's "Never Settle, Never Done"Heineken's “The 12th Woman”Also remember, if you'd like to keep up to date with all of the latest industry news, analysis and features: become a member of Campaign. See acast.com/privacy for privacy and opt-out information.