New Ideas in Marketing
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Values and behaviours demonstrated by female players are attractive to brands and can be leveraged for advertising.

The author notes that sponsoring women’s sport should not be much of a challenge for brands especially since they tend to exhibit the same elements as men’s sport like performance, personality and profile. Women’s football, in particular, could be “prime territory for brands”.

FIFA’s data revealed that the recent women’s world cup attracted 1 billion viewers, of which 61% were men. This indicates a huge potential for advertisers targeting men. Women’s football, at its current stage, can provide brands an opportunity to be associated with the top-class players.

Additionally, with fewer sponsors for women’s sports, brands can build deeper relationships with the players and teams without dealing with a PR layer in between. Businesses will also have access to engage both male and female audiences.

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[4 minute read]

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