Betclic Group and Portuguese Basketball Federation: Empowering Women to Aim Upwards
In a world where stereotypes and gender biases still linger, women in sports often face daunting challenges on their path to success. This International Women’s Day, Betclic Group and the Portuguese Basketball Federation (Federação Portuguesa de Basquetebol) join forces to shatter barriers and inspire women to aim upwards in their athletic pursuits.
Imagine being told, “What if you focused on a real career? You don’t have what it takes for all of that. This won’t get you anywhere. Are you really going to continue now that you’re a mother?” Unfortunately, these are the harsh realities that many women in sports encounter even in 2024. Despite significant strides towards gender equality, outdated attitudes and biases persist, casting shadows over the professional journeys of female athletes.
To address these challenges head-on, Betclic Group and the Portuguese Basketball Federation have launched the empowering campaign, “Aim Upwards.” At the heart of this initiative is a poignant film featuring basketball player Márcia Costa, a trailblazer in her field and the recipient of numerous accolades, including Player of the Decade 2010-20 in the Portuguese League.
Crafted with Márcia Costa as the protagonist, the film confronts the pervasive issues that women in sports grapple with on a daily basis. From juggling multiple workloads to facing unequal pay, mental overload, insecurity in public spaces, and aesthetic pressure, the film sheds light on the myriad challenges that underscore the resilience and determination of women in sports.
“Aim Upwards” serves as a rallying cry for women to defy expectations, break through barriers, and pursue their athletic ambitions with unwavering resolve. In a male-dominated sporting landscape, it encourages women to rise above the noise, ignore the naysayers, and set their sights on new heights of achievement.
Published in Portugal in March 2024, this professional campaign underscores Betclic Group and the Portuguese Basketball Federation’s commitment to fostering inclusivity, diversity, and gender equality in sports. Spearheaded by ad agency FunnyHow, the campaign harnesses the power of digital and film media to amplify its message and spark meaningful conversations about the challenges and triumphs of women in sports.
As the world celebrates International Women’s Day, “Aim Upwards” stands as a testament to the resilience, strength, and indomitable spirit of women in sports. Through collaboration, advocacy, and empowerment, Betclic Group and the Portuguese Basketball Federation pave the way for a future where every woman has the opportunity to thrive in the world of athletics.
