Womens World Cup 2023

A look at the marketing power of the FIFA Women’s World Cup

The FIFA Women’s World Cup, a celebration of skill, teamwork, and passion for football, has evolved into more than just a sporting event. Beyond thrilling matches and unforgettable moments on the pitch, the Women’s World Cup has become a powerful platform for brands, influencers, and marketers. This global event has harnessed marketing potential in various areas, ranging from brand partnerships to influencer marketing. It has also had a profound effect on girls in sports and marketing awareness. According to Euromonitor International, Women’s World Cup 2023 viewership is expected to cross 2 billion, double from 2019.


Brand Partnerships: Empowering Women on and off the Pitch

One of the most remarkable aspects of the FIFA Women’s World Cup is the increasing number of brand partnerships that aim to empower women and promote gender equality. These partnerships extend beyond traditional sponsorships; they focus on elevating women’s voices and stories in the world of sports and beyond. Companies are recognizing the potential of aligning their brands with the powerful narratives of female athletes, fostering a positive brand image, and inspiring consumers worldwide. Nike has recently released an advert featuring a range of athletes, including USWNT superstars Megan Rapinoe and Alex Morgan, with the message that “Dream Crazier” and “Don’t change your dream, change the world”.


Influencer Marketing: Advocacy in Action

Influencer marketing has emerged as a driving force in promoting the Women’s World Cup. Through influential figures in sports, entertainment, and advocacy, the event has gained widespread attention and support. These influencers play a significant role in raising awareness about women’s sports, breaking stereotypes, and driving social change. Their authenticity and passion for the tournament create a unique connection with audiences, leading to increased engagement and global conversations about gender equality in sports. The Women’s World Cup is on track to be the most attended women’s sporting event in history.


Girls in Sports: Fostering Aspirations and Building Confidence

The Women’s World Cup serves as a catalyst for empowering the next generation of female athletes. Female players competing at the highest level inspire young girls to dream big and pursue their passion for sports fearlessly. The tournament also showcases the immense talent and skill of these athletes, challenging societal norms and perceptions about women in sports. By witnessing the incredible feats of women on the field, girls gain confidence and see new possibilities for their own futures. The U.S. Women’s National Soccer Team’s victory in the 2019 World Cup sparked immense celebration and inspired girls around the world to dream of becoming professional athletes.


Marketing and Awareness: A Positive Shift in Perspective

As marketing efforts continue to spotlight the Women’s World Cup, global awareness surrounding women’s sports and gender equality is reaching new heights. Brands and marketers recognize the importance of advocating for gender balance in all spheres, including sports. By joining the conversation and championing the cause, they create a positive shift in perspective that resonates with consumers worldwide. This heightened awareness contributes to breaking barriers and dismantling stereotypes, promoting inclusivity, and fostering a more equal and accepting society.


In championing gender equality and empowering women through sports, the FIFA Women’s World Cup represents tremendous marketing potential. Brands, influencers, and marketers continue to harness this power, inspiring change and progress beyond the pitch.


Sport is a catalyst for a more equitable and inclusive society, so let’s embrace this marketing revolution.