TAB backs the FIFA Women’s World Cup 2023 in new campaign via Pitchblack Partners

New Zealand co-hosting the FIFA Women’s World Cup 2023 is a moment most Kiwis never would’ve predicted, but it’s here and it’s happening – the biggest tournament ever to land on NZ shores. The 32 teams have arrived, the pitches are perfect, the flags are flying.

And as diehard sports fans, the team at TAB – an Official Supporter of the FIFA Women’s World Cup 2023 – and Pitchblack Partners understand that tournament footy offers no certainties. There will be upsets, classic comebacks, and stars will rise, and stars will fall. On and off the pitch, the only thing for sure is that nothing’s for sure.

Says Pip Eriksen, senior lead – planning and strategy, TAB: “Unpredictability was the catalyst for our ‘What are the odds’ platform, encouraging fans to view the tournament through an entertaining lens of limitless possibilities. The comedies and the dramas, the heroes and the underdogs, the chaotic ballet of the beautiful game. The real magic of sport lies in the thrill of the unknown, and we can’t wait for kick-off.”

Says Jono Key, strategy partner, Pitchblack: “I might support Spurs, but Arsène Wenger is right when he talks about the beautiful fickle nature of football. Billions of football fans around the world will be tuning in as history is written on our shores, and Kiwis will get to experience the world game like never before.”

Client: TAB
Creative agency: Pitchblack Partners
Production: Jetblack Production
Post Production: Toybox
Media agency: MBM
Sound: Liquid