FIFA 2023 Women's World Cup > From Challenging Inequality To Entertainment Extravaganza

Held amidst spiking interest in women’s sport, the ninth edition of the FIFA Women’s World Cup – the quadrennial international football championship – is being contested by an expanded 32 women’s national teams and jointly hosted by Australia and New Zealand between 20 July and 20 August 2023.

Following on from a season which generated more media coverage and airtime than ever before, as well as record-breaking player transfer fees and crowds, the tournament – which had already sold a record 1,032,884 tickets as of 9 June – looks set to be an historic event and likely to beat the record 1,12bn viewers (on TV at home, on digital platforms or out-of-home) who watched coverage of the latest tournament in France 2019.

The event also boasts more brand partners than ever before: including FIFA partner stalwarts such as Adidas, Budweiser, Coca-Cola, Cisco, Hyundai/Kia, McDonald’s, Pepsi/Frito-Lay, Visa and Wanda, plus newer sponsors like Team Global Express, Jacob’s Creek, Mengniu and Inter Rapidísimo, as well as Unilever brands Dove, Lifebuoy, Lux and Rexona.

As well as those specifically selling female-focused products and women’s football relevant lines, big name, global mainstream brands are also moving in to women’s football: from Apple and Lego, to Globant and Zero as consumer interest swells and statistics reveal associating with women’s football’ is driving brand affinity and consideration metrics.

Star players – such as Alexia Putellas, Alex Morgan and Sam Kerr – have not only inspirational role models but have become mainstream celebrities and this has seen a rise in standalone women’s soccer sponsorship deals between brands and players such as Australia striker Sam Kerr and Lego, England skipper Leah Williamson and Gucci and England forward Alessia Russo and Beats By Dre.

Yet, up until around a week ahead of kick-off, the marketing hype around the tournament has been somewhat muted: a only a trickle of brand campaigns leveraging the event rolled out early during the long-range build up to the event.

Some feel that the Women’s World Cup pre-tournament marketing and media buzz isn’t as loud as expected and, if this is so, then there were several factors driving a slow burn marketing roll out.

Several marketers admit to strategically waiting for other major flagship sports events to move through the calendar before rolling out their World Cup work? Others – especially in major European countries – blame the time zone challenge of a tournament held in Australia and New Zealand. Also, many broadcasters only secured rights late as FIFA sought to drive media company fees higher – especially as media rights bids remain much, much lower than for the men’s tournament. Plus several squads enforced a commercial activity band from June – limiting brand sponsors’ player ambassador access.

In terms of creative approaches and themes in the 2023 tournament marketing, there are early signs that more brands are beginning to move away from a focus on gender inequality and the challenges and obstacles female footballers face and instead lean in towards entertainment, fame, glamour, style and success. In other words, more strategies are revolving around engagement, excitement, culture and even desire rather than cause and purpose.

Indeed, brands seem to be increasingly turning to women’s sport to engage a younger, more diverse and progressive audience – Millennials and Gen Z – rather than just existing long-time committed football fans, as well as to drive an evolving society and affect positive change.

Here we showcase some of the biggest and best work and most innovative marketing leveraging the 2023 tournament.

Adidas ‘Play Until They Can’t Look Away’

Nike ‘What The Football’

Puma ‘1975 OGs’

Under Armour ‘Armour Up’

Budweiser ‘Bring Home The Bud / Greatness Is Hers To Take’

Orange + FFF ‘Blues Compilation’

ING ‘Goals For Equal Opportunities’

Sky Ireland + FAI ‘Outbelieve Together’

ITV ‘The Pride Has Arrived’

FIFA Official Song ‘Do It Again’

Football Australia ‘Not Done Till Its Done’