FIFA Scandal Not Scaring Sponsors Away From Women’s World Cup

FIFA Scandal Not Scaring Sponsors Away From Women’s World Cup

A powerful US soccer team (kicking our arse 3-1) and a surge in US interest in the ball sport has meant that FOX is set to make US$17 million in brand deals during the FIFA Women’s World Cup (WWC).

Big name sponsors, such as Nike and Coca-Cola, are all running ads during the WWC. Brands are pouring in almost three times as much money as they did for the 2011 tournament. This year FOX sport is set to generate US$17 million in sponsorship for the tournament- compared to US$6 million back in 2011.

Here are some of the brands celebrating the tournament:

Fox Sports:

Neil Mulcahy, exec VP-sales at Fox Sports Media Group, told adage: “The Women’s World Cup has all the attributes everyone’s looking for: live viewing, the engagement that comes with big-time sports and time zones that match up with our own.”

“We’ve treated this as a big summer film release,” said Robert Gottlieb exec VP-marketing, Fox Sports Media Group. “The long lead time of the campaign echoes the rhythms of what you’d see in the run-up to the opening weekend of a blockbuster.”

The U.S. team's Alex Morgan on a billboard in New York.


The one-minute spot set to the Guess Who’s classic tune American Woman features players Abby Wambach, Alex Morgan, Sydney Leroux and others undergoing some intense training. The team training is intercut with scenes of youth players training as well and ends with the line ‘Strong Alone. Unstoppable Together’.

“We didn’t want to go into this trying to make a women’s spot—we wanted to make a soccer spot,” said Michael McGrath, partner at Thousands Creative, the Portland, Ore. agency told Adweek.

EA Sports:

For the first time, EA sports will be introducing female footballers into its FIFA video game series for the FIFA 16th edition. Apparently it took EA sports so long to figure out how to put hips and ponytails onto the figurines.

“We needed to have tools and technology in place that could differentiate between men and women. We’ve had to implement a new system that allows for the hips to be moved, the shoulders to be moved vertically, and the width of those bones and joints to be a factor too. It’s a pretty big change. The cool side-effects are that we now have scalable skeletons, so we can also support different body types in the men’s side of the game,” EA Sports vice-president and general manager David Rutter told The Guardian.


The Simpsons:

“The Women’s World Cup is going to be a truly cultural event in the U.S. beginning next month, and this partnership with ‘The Simpsons’ and Gracie Films is one of several examples of how elements of 21st Century Fox have worked together in creative ways to promote this huge tournament,” said Robert Gottlieb, executive vice president, Marketing, Fox Sports.

No more douche bag comments from former FIFA president Sepp Blatter: “Let the women play in more feminine clothes, like they do in volleyball. They could, for example, have tighter shorts.” Brands are starting to take notice that women’s football has global appeal.

Please login with linkedin to comment

Advertising Standards Bureau Aurora Customer Engagement Fashion

Latest News

Capgemini Identifies Six Focus Areas For CMOs Looking To Develop Data-Driven Teams
  • Technology

Capgemini Identifies Six Focus Areas For CMOs Looking To Develop Data-Driven Teams

The rapid growth in ecommerce during the pandemic has heightened the need for real-time insights to accommodate fast-changing customer behaviour. Accordingly, CMOs’ responsibilities are shifting, and around three quarters are now responsible for contributing to business growth (76 per cent) and data and technology (74 per cent). This is according to the latest Capgemini Research […]

PARIS, FRANCE - MARCH 05: In this photo illustration, the social media application logo, Tik Tok is displayed on the screen of an iPhone on March 05, 2019 in Paris, France. The social network broke the rules for the protection of children's online privacy (COPPA) and was fined $ 5.7 million. The fact TikTok criticized is quite serious in the United States, the platform, which currently has more than 500 million users worldwide, collected data that should not have asked minors. TikTok, also known as Douyin in China, is a media app for creating and sharing short videos. Owned by ByteDance, Tik Tok is a leading  video platform in Asia, United States, and other parts of the world. In 2018, the application gained popularity and became the most downloaded app in the U.S. in October 2018. (Photo by Chesnot/Getty Images)
  • Technology

TikTok Offically Reaches One Billion Users

TikTok says that it has officially reached more than one billion global users. In a blog post on its Australian newsroom, the video app said, “our global community is remarkable in its ability to reach millions of people, across generations. From music, food, beauty and fashion to art, causes, and everything in between, culture truly […]

Six Screen Creatives Announced For 2021 Emerging Writers’ Incubator Initiative
  • Media

Six Screen Creatives Announced For 2021 Emerging Writers’ Incubator Initiative

Six screenwriting creatives from across Australia have been selected as the inaugural participants in the Emerging Writers’ Incubator.  The Incubator is an initiative from SBS in partnership with Screen Australia, state and territory agencies Film Victoria, Screen Canberra, Screen NSW, Screen Queensland, Screenwest and the South Australian Film Corporation, and with the assistance of the […]

Bangkok, Thailand - Jun 23, 2015 : Group of credit cards on computer keyboard with VISA and MasterCard brand logos
  • Technology

Loyalty Republic Launches Card Agnostic Rewards Program

Australian start-up Loyalty Republic is introducing Australia’s first bank and card agnostic direct earn rewards program to democratise loyalty and make rewards accessible and fair for anyone using a debit card. The Loyalty Republic mobile app will place consumers in control of their rewards earning potential and redemption options, with a simplified model offering 1 point per $1 spent on debit card […]

Facebook Hits Pause On Instagram Kids
  • Technology

Facebook Hits Pause On Instagram Kids

Facebook hits pause on Instagram Kids project. Zuckerberg still working on his giant laser & flying monkeys, however.

by B&T Magazine

B&T Magazine