Producer and hardcore soccer player Megan Price is enthusiastic about the growth of women's sport, but strongly believes marketing is lacking.
The festivities in women's football continue, with the UEFA European women's teams also heating up. But before we get excited for another great year in the sport, let's remember last year's Women's World Cup craze. Just before kick-off, an Adidas spot featuring iconic soccer players played equally between men and women appeared. His line was, “Let's play until we can't take our eyes off you.'' That's exactly what women's soccer has been doing for years, even when female players had to keep up training-based jobs to pay the bills, until sponsors finally took notice. He has been working hard on soccer with all his might.
The ad was part of a $308 million sponsorship pot raised by FIFA. Perhaps it is because of the Lionesses' impressive performances throughout the last Euros and the 2023 World Cup that British audiences have started to show their love for them. Still, it feels like a big shift is happening in the way we generally interact with women's sports, both as fans and brands.
I played soccer for 15 years. At my peak I was playing as a left-back for London United. London United were a third-tier team made up mostly of BBC producers, and they scored a fair amount of goals there. In our own web, anyway. I am a long-time fan of the women's international game and have watched in awe as the women's sport more broadly has changed beyond recognition in just the past three years.
2023 saw a new British women's sports attendance record set, with competitions such as the Women's Super League, Women's Six Nations and ICC T20 World Cup gaining popularity. Broadcasters are giving the women's game more attention and airtime, and brands are now capitalizing on the opportunity to connect with rapidly growing audiences and aligning their values to support equality in sport. I'm letting you do it. It will pay off too. The British public is more likely to buy from and think more favorably of brands that support women's sport through sponsorship, new research has found.
This isn't just about marketing. It's about movement. We begin to level the playing field in women's sports by getting more attention, attracting fans, providing funding to improve the game, and rewarding female players in line with the men's game. I am. This work shows girls around the world that their dreams and big ideas matter, and that their excellence is valid and valuable. Take a look at the Football Federation of Ireland's film introducing the Women's World Cup squad. The team's faces were painted on the mural. The mural's importance in recognizing politically important figures was not lost. It was a clarion call to the next generation of female soccer players.
This passionate relationship with the women's game ultimately led to the sponsorship deals we deserved, which is important. But it is also part of a not-so-quiet revolution to correct patriarchal control over every element of society. We are modernizing the way we talk about sport, and the way we talk about and value sport.
woman. This is an interesting idea that brands can implement to make their storytelling more meaningful in supporting the transition towards equality in sport. Some brands are already doing this. Her three-year partnership with Adobe Express and the Women's FA Cup is a great example of how world-renowned brands are increasing their engagement. Brands that want to be seen as pioneering a better future are keen to support this pivotal moment.
However, women's soccer is not a mirror image of men's soccer. There's a culture of camaraderie alongside competition, and that's completely changing the game. This allows us to break out of the rulebook and reimagine how our sport is represented, enjoyed and sponsored. Lewes FC's ownership package gives fans shares, voting rights and a green beanie to wear with pride while shouting out their dedication to the club.
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Lewes FC is an all-round pioneer. The club is committed to paying men's and women's teams equally and giving them equal playing budgets, which has rightly earned the club the nickname 'Equality FC'. British fashion label Lyle & Scott is Lewes FC's shirt sponsor. With a focus on community initiatives, the brand has gained a global audience with Lewes FC gaining attention for its unprecedented approach to equality. A proven benchmark for leading clubs and other brands.
So what can we expect as the sporting world continues to flourish? This is an Olympic year, with the Tour de France Fam, the Australian Open, the Women's Championship League and England Women competing in Pakistan. The Twenty20 matches against women are also scheduled to resume. It's a truly exciting time to be a woman in sports, from grassroots competition to the world stage, and with new opportunities to do engaging work for an ever-growing number of fans, it's a thrilling time to be in sports marketing. It becomes.
Megan Price is the co-founder of the production company Be the Fox. Read The Drum's International Women's Day coverage here.
