2DEGREES Champions Women and Girls in Sport via TBWA\NZ

New Zealand has a legacy of incredible female athletes, but women’s sport still doesn’t get the recognition or support it deserves. Less media coverage, lower funding, and fewer resources mean that at a grassroots level, girls are twice as likely as boys to drop out of sports.

In 2025, 2degrees is scaling up its sponsorship of women's sport as part of its ‘Fighting for Fair’ commitment. Off the back of the revolutionary Aupiki TikTok final in 2024, TBWA developed the SupportHER Club, designed to champion women and girls in sports at every level and encourage young women to stay in the game.

“This campaign is designed to flip the script and give women and girls in sport the backing they need to thrive. Sport is so much more than competition,” said Shane Bradnick, chief creative officer at TBWA\NZ.

“It’s about finding your people, growing your confidence, and experiencing the pure joy of the game. With the SupportHER Club, we see this as a rich territory to ensure every girl feels they have that chance.”

At the heart of the campaign is an emotional, powerful AV piece that captures a young girl’s first day playing team sport. The poignant story highlights the importance of belonging, growing, and creating strong, supportive communities. It’s a reminder that sport isn’t just about winning. It’s about inspiring the next generation to build confidence, resilience, and lifelong friendships. Rugby star Katelyn Vaha’akolo provides the voiceover.

“At 2degrees, we believe fairness should extend to every aspect of life - including sport,” said Anna Gorman, senior sponsorship and community manager at 2degrees.

“Women’s sport deserves equal recognition, support, and investment, and the SupportHER Club is about taking real action to drive change. By backing women and girls at every level, we’re helping to create a future where talent, passion, and dedication are what matter most - not gender.”

The SupportHER Club will be a hub for information on 2degrees’ sponsorships and partnerships with women’s sports teams and organisations. It will also offer practical tools for those playing a role in shaping the future of women’s sport, whether they’re coaching, cheering from the sidelines, or leading the next generation of female athletes.

The campaign will hit screens and streets throughout March, rolling out across TV, VOD, digital, social media, and OOH advertising to ensure the message reaches and inspires as many people as possible.

With grassroots organisations, schools, and sporting bodies across New Zealand already working hard to level the playing field, 2degrees is proud to amplify their efforts. Because when we back women’s sport, we all win.