Women’s World Cup 2023: Why brands should go beyond national TV

With the Women’s World Cup (WWC) gaining popularity globally, brands have a unique opportunity to associate themselves now with an event that will only continue to grow in future years. Like Wimbledon and Rolex or the Olympics and Coca-Cola, brands have an opportunity to highlight their own names in association with a soon-to-be blue-chip event. With around $152M of FIFA’s own money invested in the tournament this year (3x more than in 2019), FIFA has clearly demonstrated its desire for the competition to succeed sustainably.

Brands looking to stand out amongst the competition at the WWC should seek to bolster their TV efforts with tailored social media support. Below are three strategies brands can use to stand out. 

From a consumer standpoint, the fans want action. According to Mintel reports, 62% of consumers prefer women’s team/league marketing campaigns emphasizing on-field performance rather than off-court activities. Brands that successfully market during the competition will leverage highlights from the games.

With the rising popularity of both soccer and women’s sports as a whole, a US fanbase eagerly awaits any opportunity to celebrate its patriotism. With the success of TV shows, Ted Lasso and Welcome to Wrexham, the US market has shown a readiness to learn more about soccer. Brands should follow suit and engrain education into their own efforts.

With Twitter being the home turf for fans to have live discussions during games, brands should leverage the platform to activate marketing efforts during games. Other channels like TikTok, Facebook, and Instagram should be reserved for creating pre-match buzz or post-match engagements.

Are you interested in more information about this year’s Women’s World Cup? If you’re a client, click here to read the full report. If you aren’t a client, please click here to book a demo today!