This summer season’s 2019 FIFA Women’s World Cup changed into record-breaking. The event in France broke the 1 billion viewers mark for the primary time because the opposition started out in 1991. Around fifty nine million humans watched Brazil’s last-sixteen sport against Word Cup hosts France, making it the maximum watched ladies’ football fit of all time.
The Lionesses’ semi-very last defeat to eventual winners we attracted eleven.7 million visitors, which represented 50.8% of the to be had an audience and turned into 2019’s highest height UK TV audience to this point.
People have been enticing on the ground too. According to FIFA, 24 video games bought out, taking the number of healthy tickets bought to more than 1 million.
This was also the summer the media awoke to the power of girls’ recreation. While the BBC released its #ChangeTheGame marketing campaign to exhibit lady athletes, The Telegraph appointed its first committed girls’ sports writing crew. Some 54.Five% of the ‘maximum watched’ videos on the BBC Sport website among 7 June and 14 July featured girls’ recreation, in step with an evaluation of sports coverage conducted by the Women’s Sport Trust.
And permit’s now not forget about the emblem hobby. The likes of Coca-Cola, Visa, Boots and Lucozade Sport were most of the massive names queuing as much as again women’s soccer this summer season. In the United States by myself, brands splurged $96m (£87m) on TV ads in or around the World Cup, according to Kantar figures, greater than double the employer’s earlier estimate of $43m (£39m).
Even although the tournament is over, manufacturers are nonetheless involved. This week, Proctor & Gamble – thru its deodorant emblem Secret – introduced a $2 hundred,000 (£one hundred sixty,684) investment in US women’s football. It is the usage of the cash to purchase nine,000 tickets to 9 National Women’s Soccer League (NWSL) games this season.
P&G plans to fill 1,000 seats at one domestic sport for each of the nine teams, supplying the tickets to local partners, girls’ organizations, young people sports activities groups and not-for-income establishments in a bid to develop nearby help for the women’s game.
The FMCG massive claims the investment will assist enhance attendance, grow a passionate network of girls’ football fanatics and make certain female athletes get the attention they deserve, which it believes will cause a boom in NWSL ticket sales.
This is a shrewd circulate by P&G. Not handiest is it capable of the trip the crest of a wave following the US team’s World Cup victory, however via throwing its weight behind the NWSL the agency is positioning itself as a brand devoted to retaining girls’ football inside the spotlight.
Similarly, Barclays has emerged as a key supporter of the ladies’ sport in the UK after signing an 8-determine deal to turn out to identify the sponsor of the Women’s Super League (WSL) until 2022. A report investment in UK women’s sport, the deal is thought to be well worth extra than £10m over the next 3 seasons.
The significance of Barclays’ sponsorship cannot be overstated for the reason that the Football Association’s director of the ladies’ expert sport, Kelly Simmons, advised Marketing Week in July her priority is to make the WSL sustainable. Over the next five to seven years, the FA desires the WSL to generate sufficient sales to stand on its very own, no matter the whims of a club’s chairman or owners.
For this cause, preserving the exhilaration going once the World Cup buzz has died down is crucial, as is operating out how to pitch the sport going ahead.
It is essential to have a method that receives people via the gates to look at girls’ soccer in a manner that doesn’t devalue the sport and all the goodwill built up through the World Cup fulfillment.
The derby among Manchester City and Manchester United in advance this month – the first given that United became promoted to the WSL – is exciting living proof. Some 31,213 tickets have been offered for the match at the Etihad Stadium, smashing the previous WSL report of 5,265 enthusiasts who watched Arsenal topped 2019 champions in Brighton in April.
Despite the £7 price for person tickets, more humans attended the Manchester derby than the conflict between Chelsea and Tottenham the same weekend, which attracted a crowd of 24,564 no matter being unfastened to attend.