There’s more to women’s football for brands beyond the World Cup
The much-anticipated Women’s World Cup will kick off this Thursday, possibly amid the disappointment of many brands that were sidelined due to unprecedented interest and limited ad inventory. However, while the tournament will be a few weeks of party for women’s football, advertisers have a bigger role to play in the code’s long-term sustainability.
Amid palpable excitement from the commercial world, FIFA Women’s World Cup 2023 will kick off this Thursday as Australia’s Matildas take on Ireland at Sydney’s Stadium Australia.
The tournament, co-hosted by Australia and New Zealand, is shaping up to be the most attended women’s sporting event in history. The ticket sales crossed the one million mark back in June, surpassing that of the 2019 tournament in France. Australia, which will host 35 out of the 64 matches, reportedly accounted for over 75% of the total ticket sale.
However, despite the platform’s obvious appeal to advertisers, many brands had to settle for watching on the sidelines this time around.
