Brand Marketing During the 2023 Women’s World Cup
And how marketing strategy has improved over the years
The 2023 FIFA Women’s World Cup in Australia and New Zealand is not only a showcase of the best female soccer players in the world, but also a platform for brands to reach a global audience of passionate fans. According to FIFA, the tournament is expected to attract two billion viewers worldwide, almost double the 2019 viewer count. This creates a huge opportunity for marketers to connect with consumers through creative and engaging campaigns.
But how have brands approached this challenge, and how has their strategy evolved since past World Cups?
Nike: From Empowerment to Entertainment
Nike has been a long-time supporter of women’s soccer, and its ads for the World Cup have always been among the most popular. In 2019, Nike focused on a fictional young girl who dreamed of becoming a soccer star and featured cameos from dozens of female players. The ad, titled “Dream Further”, was an inspirational message of empowerment and aspiration for young girls around the world.
In 2023, however, Nike changed its tone and went for a more playful and entertaining approach. The brand released a series of ads that put its superstar players front and center and paid homage to some of its classic commercials from the past. For example, Brazilian star Debinha replicated the famous Joga Bonita airport ad from 1998. The ads were fun and showcased the personality and skills of the players.
By shifting from empowerment to entertainment, Nike showed that it respects female athletes as equal to their male counterparts, and created ads that appeal to all soccer fans, regardless of gender.
Visa: From CSR to Storytelling
Visa is another major sponsor of women’s soccer, and its ads for the World Cup have also changed over time. In 2019, Visa focused on its corporate social responsibility (CSR) initiatives, such as supporting women’s empowerment programs and providing financial literacy education. The ad, titled “One Moment Can Change The Game”, was a celebration of women’s soccer as well as the power of sports as a unifying passion.
In 2023, however, Visa shifted its focus from CSR to storytelling and created a series of ads that told the personal stories of some of the players called “Behind Every Number, There’s A Story”. The ads highlighted journeys from childhood to becoming World Cup stars. The ads were emotional, authentic, and relatable, and showed the human side of the players.
By shifting from CSR to storytelling, Visa showed that it cares about the players as individuals. And it created ads that connected with consumers on an emotional level.
Record Breaking Viewership and Attendance
The changes in the marketing strategy of brands advertising during the 2023 Women’s World Cup reflect the changes in the viewership and attendance of the tournament itself. The 2023 World Cup in Australia and New Zealand has set new records for both viewership and attendance. The opening match between New Zealand and Norway drew a crowd of 42,137 at Eden Park in Auckland, which was the biggest crowd to watch a soccer match in New Zealand – men’s or women’s. The TV ratings have also been remarkable, as the U.S. women’s national team game against the Netherlands was the most-watched show on television that week with 6.4 million viewers.
The 2023 Women’s World Cup has shown that women’s soccer is not only a sport, but also a cultural phenomenon that transcends borders, genders, and generations. And it has shown that marketing can transcend as well when it uses authentic stories to connect with viewers. The brands that have advertised during the tournament have recognized this potential, and have created ads that are more creative, engaging, and respectful than ever before. The result is a win-win situation for both the brands and the fans, who can enjoy a spectacular display of soccer and marketing.
With the world starting to recognize the potential of appropriately marketing to women, and how it can have real, tangible, lasting impacts on brands and businesses – make sure that you’re inclusive in your marketing strategy as well! If your marketing team could benefit from a strategy session, then send me a message today!
