After a string of sticker campaigns, conference organization, activations, presentations, audiovisual production, and support for documentaries and events, it seemed nothing else could be done to promote Valencian women’s sport. Teika proves otherwise, launching the seventh season of They play, we all win with the same energy and drive fans have come to expect. sixteen teams across seven disciplines are highlighted, and the campaign visual now carries the signature work of designer Enrique Torres, emphasizing unity and strength among the players.
Teams taking part in They play, we all win include Valencia CF, Levante UD, Villarreal CF, Valencia Basket Club, CB Claret Benimaclet, Valencia Hockey, Rugby Turia, Rugby les Abelles, CBM Elche, Balonmano Morvedre, Elda Prestigio, Hándbol Mislata, Eón Alicante, Levante UD BM Marni, and Club de Volleyball Benidorm Beaches, plus CA Safor Teika, whose women’s team is competing in the first league.
Cristina Brotons says, In this new season we want to keep amplifying women’s sports with the actions that worked so well before and add new ones. The aim is clear: bring more followers to the athletes and their stories.
Women’s sports are gaining momentum
There have been many positive changes since the campaign began seven years ago. Big stadiums are opening their doors, and fans are filling the seats to watch women compete. Young people are discovering the thrill of experiencing live women’s sports at the stadium. It’s accessible, tickets are easy to obtain, and the atmosphere is genuinely vibrant, according to Brotons.
Big brands are increasingly taking notice of women’s sports. The interest isn’t just about fashion; more companies are recognizing the potential that women athletes bring for years. It isn’t too late, yet every new contribution matters, and financial support should not be underestimated.
What happened at the World Cup this summer marks a turning point for football and women’s sports overall. In 48 matches, more than 1 million fans attended the stadiums, and nearly 9 million watched on screens. In the World Cup final, Spain claimed the title. As networks debated the power of athletic excellence even before the trophy was secured, interest from sponsors and partners surged, signaling new opportunities for visibility and investment, Brotons notes.
More visibility for them
Visibility remains a core pillar of the They play, we all win initiative, which has driven hundreds of actions over the past six years. Teika’s strategy leans heavily on ensuring athletes are present in key spaces, boosting awareness and recognition through audiovisual and urban advertising campaigns, and maintaining a consistent public profile.
Discussions extend across eight stations broadcasting locally, state-wide, and regionally. They feature not only Teika-sponsored women’s teams but the broader world of women’s sports. This season also marks the second season of Teika Podcast, delivering sports news and showcasing the 16 Valencian teams with the Handbook of journalistic coverage of women’s sports and female athletes, introduced by Teika in collaboration with the Unió de Periodistes Valencians and written by Anna Boluda.
These initiatives represent early actions planned for the last quarter of the year, with additional announcements expected in the coming weeks.