Cherry Beagles: Why Having a Women's Team Isn't a Female-Fan Strategy by Itself

On today’s episode, I’m joined by Cherry Beagles, the founder of
The 400 Club, an all-female members club redefining what it
means to be a sports fan and increasing culturally relevant brand
deals in women’s sport.


Having studied law at the University of Manchester and gained
experience at the likes of NBC Universal and Dentsu, Cherry
founded The 400 Club as a side hustle to address an audience that
was being underrepresented in traditional sports marketing - and
an audience she herself fell in to. 


Since launching, she has brought on successful female founders,
international athletes, and Olympians, as well as hosted events
with the likes of Nike, and done brand campaigns with
rightsholders such as Arsenal - all within her first year of
starting the club - suggesting that Cherry is very much on to
something big. 


We discuss her perspective on women’s sport, why this is not to
be confused with a female-fan strategy, and the importance of
engaging not just the biggest female brands, but those that hold
the most cultural relevance.


Time Stamps


2:00 - What is The 400 Club and who are the members


4:00 - Recruiting New Members


8:00 - The Athlete x Brand Flywheel


13:00 - Creating a Female-Fan Strategy


17:00 - Culturally Relevant Brand Partnerships and Collaborations


20:00 - That Taylor Swift Jacket


28:00 - What Athletes can Learn from Social-First Brands


32:00 - Creating a Campaign with Arsenal FC


35:00 - Giving Rugby a 400 Club Twist


44:00 - Future of the 400 Club


Additional Links


The 400 Club x Nike for The FA Cup Final


Follow The 400 Club on Instagram


Connect with Cherry on LinkedIn - Here


Connect with Andy on LinkedIn - Here