August 18, 2023

Advertisers Take Advantage of Women’s World Cup’s Increasing PopularIty

Frankie Pike

The FIFA Women’s World Cup has been gaining popularity in recent years, attracting a larger audience and generating more interest from advertisers.

French telecom company Orange released an ad that quickly went viral (see above) highlighting the French national women’s team’s abilities using deep-fake technology.

Frito-Lay’s sponsorship of this year’s WWC is its largest-ever investment into women’s sports. As part of the deal, the company released WWC-themed packaging for Lay’s, Doritos, and Cheetos.

Longtime WWC sponsor Adidas launched a video game-inspired campaign full of Easter Eggs for dedicated fans, according to Marketing Dive.

In addition, Degree launched a program encouraging girls of color to play soccer.

Even though viewership of the tournament skews slightly male, according to GlobalWorldIndex, advertisers are increasingly targeting women and using these campaigns to showcase their commitment to gender equality.

Source: GlobalWebIndex

According to the report, 83 percent of Women’s World Cup viewers said “we should all strive for equality” as of 2019. In comparison, 49 percent of men said they believe that women and men should have equal rights in a 2020 Pew Research study.

Other news

  • Walmart has “nearly doubled the size of its U.S. ad unit” in the last two years, according to Marketing Dive.
  • Papa Johns is consolidating its agencies and looking for an “analytics-led approach.”
  • White and ambient noise creators are releasing their sounds as podcasts rather than as songs on Spotify to make more money. (And some have been seeing episodes mysteriously disappear.)

That’s all for this week’s Marketing Roundup. Check back in next Friday for more news. And subscribe to our newsletter below for additional updates.