Wake up! It's women's football time.
It's not too late to join the fun, the impact and the profit.
The 2023 FIFA Women's World Cup kicks off in Australia and New Zealand today, and it will probably become the most-watched edition of the competition, even though most of the fans will have to wake up quite early to follow their teams.
Speaking of waking up, the world is more hyped about women’s football than ever, collectively realizing that the most popular game of all is entertaining and profitable when women are playing it. Duh.
This Nike ad perfectly illustrates that, and in the brand's own words, “This is football in 2023—it’s a great day to be awake."
Nike is one of the brands that for years now have been leading the way in promoting women's football - an early riser brand is what I will call it, to stay in the theme here. These brands are not just bridging the gender gap and advancing the sport but taking the opportunity to strategically invest in a fast-growing business at the right time. A win-win-win scenario for the game, the sponsors, and the fans.
Join in if you want to witness history
We are watching history unfold for women's football, which is growing at a faster pace than other sports together with its fan base*. Major broadcasting deals, record-breaking stadium attendance and streaming views, sponsorship revenue growth, and other shreds of evidence point to the fact that the sport is getting the long overdue investment and visibility.
And for sponsors, clubs, leagues, and the media this means that the sooner they invest in women's football, the more cost-efficient and profitable they will be. Getting to write their names on the building blocks of a sport that is set to continue growing exponentially will also mean added value for their brand.
A new and improved audience to reach
Investing in women's football means unlocking opportunities in a new and unique audience, known to be diverse, young, and have progressive values*. This fan profile is proving to be beneficial for sponsors, which can display their brands to a different, receptive and engaged demographic.
A report by The Space Between showed that the women's sport audience is more likely to purchase, engage with, think positively and talk to friends about a brand that supports their favourite sport. For them, “brand involvement isn’t just welcome, it is actively expected and desired”, found the research.
Room to create change
It's not hard to understand the fans’ demand and esteem for brand involvement in women's football, which can only be growing so much now because there is still much room to grow.
While investing in this promising business, brands are gaining the audience's admiration and trust for their role in the development of the sport, benefitting from the positive image and values associated with women's football, and being rightfully perceived as more relevant.
A great example of timely and smart brand activation that also generates a concrete positive impact is Common Goal's recently released mental health awareness campaign in collaboration with FOX Sports, featuring ten USWNT stars.
The piece nails it. It successfully delivers its message and also displays some of the aspects and dynamics that set women's football apart, such as relatable role models, strong fan-player connection, and a genuine willingness to create a positive impact on and off the pitch.
How far can these unique traits take the sport and everyone involved in it?
We better stay awake not to miss it.
*Source: The Business Case for Women's Football
THE GOOD LINKS: 2023 Women's World Cup edition
😲 The incredible Orange ad that you probably already saw, but is definitely worth a second watch.
🌍 Another Common Goal campaign, joined by several players who pledged to leave a positive environmental legacy for their participation in the World Cup.
🦘 This tweet that is pretty self-explanatory on the strength of the business of women's football.
👑 This graphic showing Marta's greatness ahead of her ‘Last Dance’ in World Cups.
⚽ These women that champion women's football for you to know and follow: Lucy Mills, Marisa Schlenker, Carlota Planas, Maggie Murphy, Khalida Popal, Romina Calatayud, Ceylon Andi Hickman.