Backing The Matildas Before The Moment

Pantene saw an opportunity in the Matildas before they became the centre of Australian culture. At a time when women’s football was still fighting for visibility, we identified the team as a partner with long-term brand alignment and cultural upside. 

From strategy and negotiation through to implementation, the partnership was built to grow alongside the team. Its launch aligned with the landmark equal pay announcement, embedding Pantene within a defining moment for women’s sport.

The result: Pantene became an authentic early supporter of the Matildas, earning credibility and emotional connection as the team’s profile exploded globally.