Katie Sowers Makes History in Empowering Microsoft Super Bowl Spot

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Microsoft worked with McCann New York to create the campaign following the first woman coach in the Super Bowl
Katie Sowers Makes History in Empowering Microsoft Super Bowl Spot

Katie Sowers is a woman of firsts. She is not only the first woman to coach for the San Francisco 49ers, she is the first woman to coach in the NFL Playoffs, and ‪on February 2nd, she will become the first woman to coach in the Super Bowl. Ever. Her story is empowering and inspiring for the next generation of girls and women, and for anybody who aspires to lead. But unlike Jackie Robinson, Billie Jean King, and other game-changing leaders in sports, too few people know the Katie Sowers story. That is why Microsoft worked with famed director Peter Berg to show Katie telling her own story, from a backyard in Kansas City all the way to the pinnacle of the NFL, in a way that will inspire us all. And she will tell it on the NFL’s biggest stage - the Super Bowl. 

Microsoft’s mission is to empower every individual and organisation on the planet to achieve more. Their desire and commitment to supporting Change-Makers, and their long term relationship with the NFL led them to uncover the inspiring story of Katie Sowers. Katie’s story demonstrates the power of inclusivity, celebrating her achievement as the first woman to coach in the Super Bowl. 

The Super Bowl spot is an extension of Microsoft’s ‘Bring it to the Surface’ campaign. We featured Katie Sowers in our most recent Microsoft Surface campaign, and with such excitement around her and the success of the 49ers, we wanted to share her story on the NFL’s biggest stage. Microsoft began working with her in late 2019, and launched a :30 advertisement for Surface in early January, showing how she uses her Surface Pro 7 on and off the field to enhance her coaching abilities. It also extends the ‘We All Win’ campaign from 2019, which featured the line ‘When everybody plays, we all win’.  

Microsoft celebrates Katie for chasing her dream and changing the game. Katie is humbly rewriting the way the world sees women in football, in sports, and in leadership roles.  Describing her love of coaching, Katie says: “Coaching is about getting people to move in the same direction”. Microsoft believes Katie’s story will move us all forward and truly demonstrates that when everybody plays, we all win.

Kathleen Hall, CVP, brand, advertising and research, Microsoft: “We are so honoured to have the opportunity to share and be a part of Katie’s story. She is an inspiration to all of us and hopefully to those watching.” 

Katie Sowers: “I am happy to share my story with so many, knowing that by just allowing the world to see how far I have come, so many others can begin their own path on a journey they may have never even known existed.”

“I want anyone who sees my story, not just women, to know that anything is possible if you truly believe it and work for it. Your gender, your sexual orientation, your skin color- those are all just a part of what makes you who you are- those things should never limit how far you can go in this world.”

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