FIFA Women’s World Cup Australia & New Zealand 2023™ promised to be a ground-breaking tournament and event that not only has showcased top-class talent and a high standard of world-class football but an investment platform and opportunity that brands have grabbed with both hands.

With the recent increase in popularity and appreciation for the Women’s game, the FIFA Women’s World Cup has served as a testament to the progress made and has further ignited the flame for continued growth and development in the future. Not only is the game itself on the rise but so too is the fan base and captivated audiences worldwide, which is an important factor in enticing and retaining brand sponsors – crucial in running a successful tournament and ensuring continuous growth.

For brands, it’s important to reach a wide audience but it is more important to resonate and engage with the audience on more than one level. Engaging with audiences on a surface level and creating transactional relationships is not good enough anymore – brands need to engage with their audience on a deeper level, on an emotional level with the intention of driving loyalty and emotional value allowing fans to truly invest in the brand. The FIFA Women’s World Cup has offered brands such huge opportunities with its engaged and passionate audience.

Brands have been able to leverage this platform through a unique approach to the tournament’s marketing campaigns using the right balance between conveying an impactful message whether it be encouraging societal change and breaking barriers or emphasising the top-notch talent in the Women’s game but still including a high level of creativity, creating a lasting and memorable campaign. Overall, the campaigns have played a vital role in the FIFA Women’s World Cup 2023, with brands not only financially supporting the game but contributing to its growth, development, and appreciation too – allowing prospective fans to see the game through a new lens.

Brands like Visa, adidas, The Coca-Cola Company, and Unilever (to name a few) recognized the potential and influence of the women’s game and the magnitude of this tournament, thus coming on board through a strategic alignment strategy ensuring they’re at the forefront of the consumer, viewer, fan and player experience. Again, going beyond financial objectives but actively contributing to the promotion of societal topics, empowering the female athletes and technical staff, with the hope of bringing continuous positive change to the sporting landscape and inspiring future generations.

There’s Real Excitement! And we can’t wait!

“The Women’s World Cup: a vessel for change” – Dan Hughes, DMI

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