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Volume 26 No. 51
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Big Brands Heavy On Activation Around Women's World Cup

Coca-Cola will be activating at the World Cup around its deals with FIFA, the USWNT, Fox and more
Photo: coca-cola

A number of "estimable stateside brands have gone all-in" on the Women's World Cup, as three sponsors that will be "particularly visible throughout Fox’s coverage of the event are Verizon, Volkswagen and Coca-Cola," according to Anthony Crupi of AD AGE. Coca-Cola is actually doing "double duty as an official partner" of FIFA and a "key backer of the USWNT." Verizon and Volkswagen "signed on as premium sponsors of last year’s men’s tourney" and will serve in "similar capacities" throughout the women's event. Verizon "replaces Nationwide as the presenting sponsor of Fox’s one-hour pregame show," while USWNT partner Volkswagen "holds down the same role during the postgame offering." Both presenting brands are "investing heavily in traditional ad units in addition to their respective premium sponsorships." Coca-Cola, meanwhile, has also "stepped in as presenting sponsor of Fox’s World Cup Halftime show." FIFA sponsor Visa is also "expected to be well represented on Fox’s airwaves, as is USWNT partner Nike." Among the sponsors Telemundo has "booked for its 'Summer of Soccer' are Coca-Cola, Boost Mobile, corporate parent Comcast, Mazda and DishLatino." Two brands that will "leverage the World Cup’s sizable audience of younger women are L’Oréal Paris and Vagisil." L’Oréal is "celebrating the accomplishments of broadcasters Viviana Villa and Carlota Vizmanos in a series of branded vignettes, while Vagisil looks to promote its new Scentsitive Secrets line" (ADAGE.com, 6/6).

DIGITAL PROMINENCE: AD AGE's Ethan Craft noted in the past 90 days, "hundreds of branded videos with content related to the Women’s World Cup have been published online, racking up a combined total of 72 million views across all social media platforms." Nike's ad, "Dream Further," is a three-minute video that "features cameos from more than a dozen of soccer’s biggest female names" and "follows 10-year-old soccer player Makena Cooke." The video has "racked up more than 19 million views since it was first posted to Nike’s official account on Saturday" (ADAGE.com, 6/6).