5 reasons for sponsors to stay tuned to the Women’s game, post WWC19
Ultimately, the Lionesses’ amazing world cup adventure unfolded in a very familiar way, with a red card and a missed penalty to rue. The scriptwriter even threw in a headbanded tormenter. This time the name was Morgan, not Modric, and her tea drinking gesture after scoring the opener in the semi-finals became one of the defining images of World Cup 2019. Despite the heartbreak, England’s journey has inspired many. Their encounter with the eventual winners was the most-watched UK television programme this year (11.7m). It feels like women’s football, if not quite coming home yet, is fast becoming mainstream, while also feeling enticingly different.
Russ Fraser (General Manager, West Ham Utd women) helps identify 5 reasons why brands need to get involved now to help accelerate growth.
- The audience build
The TV audience England versus the USA smashed the previous best for a women’s game (7.6m) for England’s quarter-final win over Norway, smashing the previous best: 6.1m for the Scotland tussle. In one tournament, the audience has nearly doubled. In context, four million people watched the Lionesses lose the semi-finals at the 2017 Euros. A long-term upward trend is forming. - It’s a family affair
In the fan zones MKTG produced in Paris, the demographic was clearly different; more female and family orientated. There was a party atmosphere but the ‘lads-on-tour’ nature of the men’s game was largely absent. Many would feel that’s a good thing. The depressing scenes from the Ajax-Spurs Champion’s-League clash shows there’s still work to be done to combat the alcohol fuelled aspects of watching the male game. For sponsors, a greater proportion of female fans will be hugely interesting, not only for brand image but also because 80% of purchasing decisions are made by women.
- Club football, no longer the poor cousin
In one sense the women’s game has been the inverse of the male variety. Fan loyalties to clubs are often stronger than to country. International tournaments can feel like shop windows for the real business of club football. With the women’s game, it’s the international tournaments that have generated the big interest, while club matches have received poorer viewing and attendance figures. Yet there’s much to encourage us:
Russ Fraser confirmed to me that life in one area of his job at West Ham has been getting easier: “The biggest difference I’ve seen in women’s football over the past few years, is that brands are now approaching clubs, rather than the clubs having to actively persuade brands in. Getting to this year’s FA Cup Final, which was heavily trailed on TV, clearly boosted interest in sponsors wanting to work with us.
Fraser’s comments do chime with this year’s MKTG Frontier report, conducted in association with Think! Sponsorship and the European Sponsorship Association, indicating that money is starting to follow women’s sport and this will have a game-changing impact. The survey of 300 sponsorship professionals revealed that 50% of respondents are expecting to see growth in sponsorship in women’s sport, while 70% have noticed an increase in the media attention needed to provide a nationwide or global audience for their brands. - Grassroots interest
As we know, VISA voted with their feet in 2018, announcing a 7-year deal with UEFA, which included rights to the Women’s-Champions-League, the Euros and Together #weplaystrong – UEFA’s marketing platform encouraging more girls to pull on their shooting boots. The fact that 21 million European women play football, was key to VISA’s decision to get involved. Now they want to make football the most played female sport – a day that may come soon, given that European sides occupied three semi-final berths. To use what is probably a footballing cliché, it’s a real win/win. By supporting the next generation of footballers, VISA are building awareness to their future customer base. - A fresh approach
This Women’s World Cup has felt fresh because of how they’ve approached things – from the way the squad was announced, to the accessibility of the players. Kelly Smith, one of England finest all-time internationals, at a Women’s Sport conference MKTG organised at the London Imax last year, spoke of the aloofness of male stars, describing them as unavailable, by comparison with women who are closer to their audiences and more prepared to showcase their personality. An observation that could be confirmed by Team USA’s Megan Rapinoe, outspoken critic of Donald Trump. Kelly’s description of her early experiences, as the star performer in an all boys’ team and how she was forced out of the league because of her gender, showed purpose and authenticity – qualities that chime resoundingly with modern audiences.
Brands who act now to capitalise on the zeitgeist moment, will benefit from the learnings of the men’s game; investment in male sport arose out of simply sticking your name on all the existing assets for just one channel – TV. Although mere badging is frowned upon now, it has undeniably shaped present-day behaviour in the way sponsorship gets done. In Women’s sport, it could be different. Sponsors have the opportunity to play a role in shaping the activation rights with the IP owners because they’re engaged at early stages, talking to the source. The stars have aligned for the lift off of the women’s game. Next time, let’s hope the Lionesses lift the World Cup!
By Michael Brown, Managing Director at ESA member: MKTG