Building New Fandoms Through Culture-First Storytelling

As women’s football continues its rapid rise, brands face a new challenge: how do you engage audiences beyond traditional sports fans? In this session, British Vogue explores the strategy behind The Sports Desk, created in partnership with Google Pixel — Vogue’s first dedicated editorial platform for women’s sport. 

Through narrative-led storytelling, social-first content and Vogue’s distinctive editorial lens, the partnership reimagined how women’s football could be covered for a broader cultural audience. Grounded in campaign insights and real-world results, the session will examine how brands can build relevance, cultural impact and measurable brand outcomes through editorial storytelling rather than sponsorship alone.