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SBD/July 14, 2011/Marketing and Sponsorship
U.S. Women's World Cup Team's Marketing Depends On Win, Limited In Time Frame
Published July 14, 2011
COMPARABLE ATHLETES: According to N-Score data from Nielsen Media/E-Poll, which aims to evaluate potential endorsement effectiveness, U.S. F Abby Wambach’s score measures comparably to top-ranked tennis player Caroline Wozniacki and golfer Brittany Lincicome. Wambach’s highest marks were in confidence and experience. Meanwhile, Solo’s N-Score level, which was slightly higher than Wambach’s, is comparable to WNBA Minnesota Lynx F Maya Moore and Gold Medal-winning snowboarder Hannah Teter. Solo currently is part of a Nike campaign that includes Sharapova and French Open winner Li Na (THE DAILY).
FEET OF STRENGTH: FOXSPORTS.com’s Ives Galarcep wrote the U.S. team “has picked the perfect time to pick up a sports-loving nation that badly needed an inspiration.” The U.S. women are “putting together a historic and dramatic World Cup run that feels even more impressive than the one their predecessors made en route to their 1999 triumph.” The current team is “transcending the niche that women's soccer had become and inspiring Americans of all sporting preferences with their displays of courage and fearlessness.” Galarcep: “The American women have grabbed the attention of casual sports fans, but without the perfect ending, those same fans will not hesitate to abandon the soccer and Women's World Cup bandwagons” (FOXSPORTS.com, 7/13). In Oakland, Monte Poole writes under the header, “U.S. Women Give Us A New Bandwagon To Board.” The team, with “its growing camaraderie and evident pluck, has so quickly gained the interest of not only domestic soccer fans but an entire country of people, many of whom have no more than a casual interest in any sport.” Poole: “Suddenly, again, they matter beyond the relatively insular world of soccer” (OAKLAND TRIBUNE, 7/14). In New Jersey, Tara Sullivan writes the nation is “captivated once again by a relentless, passionate group of soccer stars.” Sullivan: “This is the story of a country crying for unity, of a nation that took its time finding the love for this remarkable team but is pouring it out now in overwhelming proportion, thrilled to share in the magical journey that is but one win away from championship completion” (Bergen RECORD, 7/14). In DC, Sally Jenkins in a front-page piece writes, “This team can’t accomplish the huge cultural shift that the ’99 team did, but they still have their own part to play in the ongoing effort to popularize soccer and redefine acceptable female athleticism” (WASHINGTON POST, 7/14).