The popularity of the Women's World Cup "is the latest sign of a virtuous cycle in female sport as increasing advertising revenue boosts professionalism and viewers," according to Emma Thomasson of REUTERS. TV audiences for the early women's World Cup matches in Canada "are up strongly in many countries compared with the last competition in 2011, doubling or tripling in major markets" like the U.S. and China. A source said that Fox Sports, which is airing all 52 games live, "is expected to raise ad revenue" of more than $30M. John Postlethwaite, who set up sponsorship agency Female Sports Group in
February to seize the opportunity he sees in women's and mixed-gender
sport, said, "Women's sport is at a tipping point from a media point of view, from a commercial point of view and from a participation point of view." Sponsor interest in women's team sports "is growing fast, as grass-roots participation rises and more professional leagues are established, with rights being sold separately from men's games in some countries, allowing more targeted marketing." Marketing consultant and former European Sponsorship Association Chair Nigel Currie said, "The upsurge in team sports broadens the appeal rather than relying on individuals. It is more flexible because you can target events and teams whereas using an individual depends on how they perform." Nike "is sponsoring 11 teams at the 2015 World Cup, more than any other company." It made an ad on the U.S. side featuring the song "American Woman" by Canada's The Guess Who and produced replicas of the side's jerseys in male sizes for the first time. Adidas and Puma "are also now investing heavily in the female market." Puma "is kitting out Brazil's Marta Vieira da Silva, the all-time top goalscorer in the Women's World Cup," while adidas has deals with Japan's Homare Sawa and German goalkeeper Nadine Angerer. Corporate interest "extends far beyond sportswear firms as companies seek new ways to reach female consumers as well as demonstrating support for diversity and healthy lifestyles." Kantar Media Head of Global Sport Nathalie Zimmerman-Nenon said, "Sponsors are looking for opportunities to showcase themselves within an environment which is not crowded and which fits with their values of diversity." Postlethwaite said that traditionally male sectors like financial services, utilities, car makers and consumer electronics "are all ripe for deals as companies recognize the growing buying power of women, adding his new agency is already in talks with six major multinationals" (
REUTERS, 6/17).
