56% of fans recently surveyed in Footballco’s ‘Women’s Football Fandom in 2023’ report stated that they would think more favourably towards companies who sponsor their favourite female players, highlighting how brands can make a strong impression with audiences through Women’s World Cup and wider football sponsorship. With the 2023 FIFA Women’s World Cup well underway, we’re taking a look at the brands already active in women’s sport who are using their Women’s World Cup sponsorship to produce positive social change on issues relating to gender equality, diversity and inclusion.
Delving deeper into the World Cup campaigns of Visa, Adidas & Unilever, 3 key trends emerge:
- Sponsorships are not used in isolation, but as a part of each brand’s long-term strategy to elevate women’s sport and promote female empowerment
- Activations focus on elevating role models in the women’s game to engage a new fans and drive grassroots participation
- Global awareness campaigns are complimented by local activations to improve lives of communities around the world
How Visa’s FIFA Sponsorship Makes A Stand For Female Empowerment In Sport
Overview
Visa have been a long-term partner of FIFA since 2009, successfully sponsoring four men’s World Cup tournaments. In 2023, the brand took their association to the next level as an Official Partner of the Women’s World Cup, aiming to drive awareness of the women’s game and the role models within it.
Key Sports Marketing Objectives
– Champion the women’s game to promote values linked to equality, diversity and inclusion
– Raise awareness of the tournament to increase viewership by younger demographics
– Promote role models within the women’s game to increase participation at grassroots level
Visa’s FIFA Sponsorship Strategy
To achieve these objectives, Visa supplemented match day coverage (via LED perimeter advertising & interview backdrop coverage) with 33 ambassador partnerships of prominent female footballers competing in Australia / New Zealand this summer as part of the Team Visa campaign. Team Visa tells the authentic stories of these athletes (incl. Ellie Carpenter, Fran Kirby and Debhina) via a series of online short videos, aiming to encourage new fans to watch the tournament and take up the sport by promoting the inspirational role models within it.
On the partnership, Suzy Brown, Marketing Director UK & Ireland, Visa, cited the collaboration as “more than a sponsorship, if you like – I think we really see it as a partnership. The campaign is about making a stand for female empowerment and acceptance, and our desire to be a catalyst for the game”.
Adidas’ Star-Studded Campaign Increases Awareness of Women’s World Cup Role Models
Overview
Adidas have partnered with FIFA since 1974, gaining a reputation for stand-out campaigns around high-profile summer tournaments. 2023’s offering is no different, with their ‘Play Until They Can’t Look Away’ campaign aiming to inspire young fans by championing the next generation of female footballing icons.
Key Sports Marketing Objectives
– Drive brand awareness of Adidas and the 2023 Women’s World Cup
– Engage younger demographics via a digital-based, player-focused video campaign
– Increase engagement with female audiences and convert heightened interest to participation
Adidas’ FIFA Sponsorship Strategy
The Play Until They Can’t Look Away campaign revolves around a star-studded TVC featuring the rising stars set to light up the World Cup this summer, including Alessia Russo, Lena Oberdorf and Mary Fowler. The players are joined by Adidas ambassadors and advocates of the women’s game, e.g. Ian Wright & David Beckham.
On the pitch, Adidas have taken specific measures to make their on-field presence as inclusive as possible, with tailored kits designed specifically for the athletes wearing them this summer. This includes 1:1 bra fittings, innovative engineering and materials for correct fit and support, as well as the inclusion of Adidas’ FlowShield technology on all playing shorts to prevent leaks. Moreover, 1% of all World Cup ball sales has been pledged towards growing and supporting women’s sports.
Unilever Join With FIFA To Improve Local Communities Around The World
Overview
FIFA welcomes Unilever as a new partner for the 2023 Women’s World Cup, marking the first ever collaboration between football’s governing body and a personal care brand. The partnership aligns with the brand’s wider marketing initiatives linked to gender equality around the world.
Key Sports Marketing Objectives
– Use the 2023 Women’s World Cup to drive global awareness of Unilever’s family of brands
– Promote gender equality in sport and support future generations of female athletes
– Use the partnership with FIFA to amplify positive impact on communities around the world
Unilever’s FIFA Sponsorship Strategy
As an official sponsor of the tournament, Unilever will have a presence on match days via in-stadium branding. Beyond match days, Unilever will work closely with FIFA’s Women’s Development Programme, an initiative launched in 2020 to provide opportunities in sport for women and girls amid the surge in popularity of women’s football.
Unilever’s Women’s World Cup sponsorship covers all levels of the game, from grassroots to professional, enabling the personal care brand to provide their products to local communities across the world, with 80,000 gift packs set to be distributed at FIFA events over the coming years.
Since the first officially recognised Women’s World Cup in 1992, the competition has gone from strength to strength. Dozens of blue-chip brands have supported the competition. Read our post ‘Why do brands sponsor the Women’s World Cup?’ and learn more about other FIFA women’s sponsorship deals.
Looking to find out more about Women’s World Cup sponsorship and how women’s football could help your brand to achieve your marketing goals? Get in touch with the SportQuake team to find out more.