England Netball's "Built by Women" Campaign Uses AI-Generated Film to Mark 100 Years and Drive Investment

England Netball has launched "Built by Women," a brand campaign created by agency Brothers & Sisters to celebrate the sport's heritage and attract commercial partnerships. At its heart is a 72-second AI-generated film in which women collectively construct a 100-foot netball player — a visual metaphor for 100 years of England Netball — set against a Manchester backdrop and accompanied by a declaration of ownership and pride.

The campaign is designed to reinforce netball's cultural and commercial proposition as a sport built by women, for women, and supported by one of the UK's largest participation bases. It also looks ahead to the Netball World Cup 2031, which England Netball will host at Co-op Live in Manchester following a successful tournament bid.