Sky Broadband Spotlights Its First Ever Women's E-Sports Final

Sky Broadband is excited to reveal “The Forty-Seven %”, ahead of the Women’s Esports Final, the culmination of the year-long Women in Gaming 2024 initiative.

Before every major tournament, it’s a rite of passage for the full squad to take a photo together. That’s why Sky Broadband and McCann London have created “The Forty-Seven %”, a powerful image featuring 47 inspiring women gamers representing the 47 per cent of UK gamers who are women, a little-known statistic which this campaign spotlights.

Despite 47 per cent of UK gamers being women, only 5 per cent of UK professional gamers are women. This is a surprisingly low number due to the lack of infrastructure nationwide, and infrequent opportunities for women in this space. This bleak statistic highlights the importance of Sky Broadband and Guild’s Esports initiative, culminating in the Women’s Esports Finals, announced in April as the first-of-its-kind in the UK to improve diversity and inclusion in the gaming world. You can read Sky Broadband’s initial press announcement here.

Featured in “The Forty-Seven %” are both influential women gamers such as Yammy, everyday gamers and surprising celebrities who are gamers themselves, and supporters of this initiative, such as England Lioness Rachel Daly, Lady Leshurr and Chloe Burrows, Love Island 2021’s finalist.

Sunny Bhurji, Sky Connectivity’s marketing director said: “‘The Forty-Seven %’ is an incredible representation of everything that the Women in Gaming initiative has achieved over the past couple of years. We wanted the image to be inspiring for women in general, not just women gamers. Pulling everything together has been a monumental collaboration with our partners and I’m super proud of the end result.”

Gémina Gil Flores and Jemma Burgess, creatives at McCann London added: "In a world where nearly half of gamers are women, yet few reach the pro level, visibility is more than representation—it’s a call to action. Sky Broadband's “The Forty-Seven %” campaign and squad photo are our way of giving women in gaming a moment and a movement, because when women are seen, they are empowered to pursue the pro paths they deserve. This isn’t just a photo; it’s a powerful reminder that the true face of gaming is diverse, skilled, and unstoppable."

Nick Westwood, chief creative officer at Guild Esports said, "Through all the work we have done in the Women in Gaming space with Sky we have witnessed the scale and breadth of a thriving, passionate and diverse community of women gamers who are looking for more opportunities to do what they love. Sky Broadband has been the perfect partner to create groundbreaking events and opportunities for this audience, and McCann London’s “The Forty-Seven %” campaign uniquely illustrates how much gaming means to young women, here in the UK."

 “The Forty-Seven %” and the Sky Broadband Women’s Esports Final are the final two activations for 2024 in the ‘Women in Gaming’ initiative that supports women gamers in a variety of ways. The initiative has seen tournaments created for women gamers as well as the award-winning #NoRoomForAbuse campaign, which shined a light on the horrendous abuse experienced by women gamers.

Credits

Client: Sky Broadband

Creative Agency: McCann London

Project Name: The Forty-Seven %

Client: Sky Broadband

Sunny Bhurji – Marketing Director

Alice Davis – Customer Marketing Lead

Isabel Robinson – Business Strategy Graduate

Charlotte Darby – Senior Influencer Manager

Sam Slee – Head of Marketing Partnerships

Maryia Gilani – Senior Social Media Manager

Daniel Solomon – Influencer Manager

Jordan Davis – Marketing Manager

Harish Puri - Business Strategy Graduate

Jade Sweatman - Marketing Manager

Sophie Bunce - PR Manager - Product

Mariya Nadeem - PR Executive

Josh Solana - Social Media Lead

Chris Dorn - Creative Director: Advertising Design

Creative Agency: McCann London

Olly Wood – Creative Director

Matt Searle – Creative Director

Bianca Eglinton – Creative Director (McCann Content Studios)

Jemma Burgess – Creative, Copywriter

Gemina Gil Flores – Creative, Art Director

Victoria Teesdale-Ives – Copywriter

Tom Oliver – Business Director

Oscar Flintoft - Business Director (ex-McCann London)

Rohin Lalli - Business Director (ex-McCann London)

Jasmine Wallace – Account Director

Paris Robinson-Hicks – Senior Account Manager

Lucian Trestler - Freelance Strategy Director (ex-McCann London)

Alex Passingham – Senior Strategist

Lucy Cooper – Senior Project Manager

Lisa Carrana - Head of Design

Ben Anthony –Design Director

Lexie Hoskins – Junior Designer

Chloe Delhumeau - Junior Designer

Production – Craft London

Jack Bayley - Head of Production

Lois Newcombe - Executive Producer

Jordan Crankshaw - Producer

Zara Balfour - Senior Producer

Ellery Wooff - Assistant Producer 

Jazz Casey - Assistant Producer

Print Production – Craft London

Danny Wallace - Print Producer

Dan Savidge - Print Producer

John Martin - Re-toucher

Robbie Maynard - Artworker

Post-Production – Craft London

Nicole Haffenden – Post Producer

Joe Walmsley - Senior Offline Editor

VFX - Thomas Castellani

Steve Dunnington - DOOH Animator 

Beresfood Cook - Sound Designer Beresfood Cook
Andi Chu – Grade at Electric Theatre Collective
Miranda May – Director

Louis Brennan- DOP

Guild Gaming and Esports 

Nick Westwood - Chief Creative Officer 

Luke Jones - VP of Esports and Gaming 

Dhara Barchha - Senior Marketing Manager 

Anna Clayton - Head of Production 

Peter Hughes - Senior Content Producer 

Zahra Shahsavari - Content Production Assistant 

Ben Walsh - Senior Partnership Manager 

Merika Vine - Head of Partnerships