The Women’s World Cup – Who’s Supporting?

 

The biggest event in women’s football is about to kick-off and hardly anyone is talking about it. Sure, it’s on the other side of the world and in a completely different time zone, but why are so many brands shying away from their involvement in one of the fastest growing sports in the world?

Last year we witnessed the Lionesses turn into superstars as they won the Euros, but we also saw record breaking figures across all fronts of the game from attendance to sponsorship investment and overall fan interest. Barcelona v Wolfsburg had 91,648 fans in attendance for their Champions League encounter in April, showcasing the growth and interest in women’s football. 

Back to today and for some reason men’s Premier League pre-season matches are being talked about more than the Women’s World Cup. Is it simply down to it being played in Australia and New Zealand? Are brands waiting until the last minute to do something or are they simply tightening their belts amid the cost-of-living crisis?

The hesitancy from broadcasters didn’t help: if anything, it made brands think twice about their own level of investment. But it’s important to ignore the deafening silence and take the jump, because showcasing support for the Women’s World Cup can go beyond just this event, it can catapult you into the hearts and minds of football fans for years to come. 

Even with the World Cup happening on the other side of the world, brands should see it as an opportunity to re-ignite their relationships with fans, especially a younger more female-skewing base. It’s summer after all (in the UK), the sun rises early doors, kids are generally up early and there isn’t a worry about over drinking - unless its coffee - or unsavoury fan behaviour that’s often associated with the men’s game. This World Cup has the possibility to continue to inspire that next generation of female footballers because those watching from the UK can watch matches and then get outside and play for themselves. 

My advice? Go with your gut: the wave of women’s football is super positive, it feels good, it's heading in the right direction. Fans are flocking to matches and recent reports show an increase in brand love for the ones that have invested and shown support.

Unilever’s personal care brands are sponsoring this year’s WC. Not just one brand but several, as they can see an opportunity to engage with millions of girls across the world and inspire them to be the next Sam Kerr or Chloe Kelly. Research they conducted (DxI survey for Unilever Personal Care; boys and girls 10-20 in the UK/AUS) showed that 6 out of 10 girls say they don’t feel they belong when playing football, so what a fantastic opportunity to show them they do belong by utilising their personal care brands alongside some of the superstars of the game. After all, women’s sport fans are 25% more likely to buy sponsor products than men’s. 

So, by doing this, not only are Unilever showing their support to the women’s game, but they are building brand loyalty with millions of young women across the world, inspiring them and showing them that football (and their brands) are for them. 

Barclays did it with the WSL back in 2019, investing in potential, with the outcome being far greater brand consideration and a much more favourable reputation amongst fans. It’s hard to think about football in the UK in general without thinking about or even saying Barclays (hats off). 

Interestingly having just watched the adidas ad for the Women’s World Cup, they still felt the need to include the likes of Beckham, Messi, Ian Wright & Goretzka in the content, even though it’s about the women’s game – could this ad not just have featured the standout women’s players that are adidas athletes? I can’t remember watching a men’s WC ad and seeing women’s players in the content, can you?

And finally, be proactive with your approach. Whether it be on social, engaging with fans during the tournament or starting talent conversations early doors as agents’ phones during and post tournament are going to be ringing off. Take a risk on up-and-coming players, don’t go for the obvious ones, it shows knowledge in the game and that you’re backing the next generation. I once told a brand (back in 2021) that we should do a sponsorship deal with Leah Williamson, they declined, I bet they wish they had….