From playground to pitch: Why brands need to invest beyond stadium moments

It’s a great time to support women’s football. After the Lionesses’ colossal win at the Euros in 2022, the sport has skyrocketed into the hearts and minds of the UK, with a diverse array of fans embracing the game in ways that reflect their passions and cultures. 

Why, when we look at the 2023 Women’s World Cup, don’t we see nearly enough brands sponsoring the sport?

Football has the unparalleled ability to unite people worldwide, providing unique opportunities for brand-audience relationships. So why, when we look at the 2023 Women’s World Cup, don’t we see nearly enough brands sponsoring the sport?

There’s a myriad of reasons ranging from the time difference between Australia, where the tournament is being held, and the rest of the world, to uncertainty over broadcast schedules. But let's park that for the moment and look at how brands operate in a competition like this. 

Above: England's women triumphed at the Euros in 2022, meaning sport has skyrocketed into the hearts and minds of the UK.

Typically, big brands like Nike or Adidas single out one or two stars, because they’re the most known, and provide sponsorship deals to promote those players. That’s a proven approach, but it’s also very limiting. As this year’s Women’s World Cup highlights, companies are missing big opportunities by not thinking beyond the pitch. It’s time to reevaluate our approach. Not only when it comes to promoting the Lionesses, but women’s football sponsorship in general. 

Connecting with culture

Let’s start with what this competition is really about: the players. Millie Bright. Lucy Bronze. Alex Greenwood. These are some of the names that people are going to be invested in for the next month and beyond. This is an opportunity for brands to be the bridge between the players and the audience and fill the gaps with content that brings them together. 

The Lionesses are fascinating, inspiring women, and brands should capitalise on the opportunity to bring their stories to life.

The Lionesses are fascinating, inspiring women, and brands should capitalise on the opportunity to bring their stories to life. Fans want to get to know the players on a personal level; where they’re from, their hometowns, their culture, fashion styles, and music. 

Connecting young people to players on the big stage can sometimes feel distant, as it’s far removed from their own reality. However, they can relate to stories that begin in football cages, muddy pitches and school playgrounds — spaces they know. Authenticity and realness build that emotional connection which means an audience is prepared to engage with the brand. 

Above: The World Cup is about the players, like Lucy Bronze, who brands should get behind. 

The stories of girls and women who love the game should be championed, as should the work done at the community and club level across the country to promote them. These are the places where you'll find stories that resonate with young people. Men’s football has set a precedent for this: just consider the response Trent Alexander-Arnold got for attending a Louis Vuitton fashion event, or Jack Grealish’s trademark headband that made it from the pitch to the catwalk. If we can see female footballers at big, sponsored events discussing their authentic experiences it will build more awareness of them, the sport and, by extension, the brand.

Championing diversity   

To be authentic in this competition also means to be unapologetic about the diversity of womanhood. Brands, broadcasters and even male counterparts need to support the next generation of talent. We want to see women’s football as not only a part of culture but as something that defines it. How brands play a part in getting voices and money behind talent from all backgrounds is crucial for this. 

The key point is that this competition should be treated in its own right and not compared to the men’s game. That applies to brands, too.

Look at the Google Pixel FC campaign. It depicts female players and content creators discussing specific issues around women’s football. The direct address allows the audience to engage with the topics and feels like an open discussion of this sport. The key point highlighted is that this competition should be treated in its own right and not compared to the men’s game. That applies to brands, too, as strategies that may have worked for men’s football may not yield the same results for the women’s game. Brands shouldn’t be afraid of embracing diversity more visibly and to engage a whole section of their audience in a different way.