The BBC's Women in Sport campaign is a true celebration and expression of the growing significance of UK women's sport. Featuring a host of famous faces, as well as young girls inspired by them, the ad demonstrates the BBC's longstanding commitment to the broadcasting of women's sport, especially across this summer with the likes of Wimbledon, Women's Euros, Women's 6 Nations and the FA Cup.

​'We Know Our Place' celebrates how far women's sport has come since the 2019 'Change the Game' campaign, which challenged out-dated perceptions. That summer, more than 45 million people consumed women's sport content across BBC platforms, with 28 million watching the FIFA Women's World Cup.

​Barbara Slater, director of BBC Sport, said: "The BBC is the home of big sporting events and has led from the front in showcasing women's sport to the widest possible audience." In 2019 we 'changed the game' with over 45 million people watching women's sport. This summer is another huge moment for women's sport deserving of our unrivalled coverage, delivering great stories and many memorable moments." BBC Sport has a long-standing commitment to women's sport that has powered inclusion, growth, and normalisation. 

'We Know Our Place' takes a phrase that is so often used to suppress women. It has been repurposed and given a new confident, new meaning. Women in sport do know their place, it's selling out Wembley; it's on centre court; it's on podiums; it's breaking records; it's on billboards and bedroom walls. The campaign launched with a video during both the men's and women's FA Cup finals and will run throughout the summer.

​'Les Fleur' written by Richard Rudolph and Charles Stepney, is the perfect track to enhance the campaigns message. 'Les Fleurs' uplifting, empowering sound, alongside the incredible vocals, matches the grit, determination and inspiration you see in the film.

​The producer of the campaign said of the track: "We chose it because of the uplifting melody and lyrics, which matched the sentiment we were going for. It’s big, positive and empowering but felt unexpected. And its sentiment about everything reaching it’s true potential was perfect for us too"

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