{"id":3324,"date":"2022-08-03T12:18:13","date_gmt":"2022-08-03T16:18:13","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2022\/08\/03\/how-womens-football-can-capitalise-on-the-uefa-womens-euro-success\/"},"modified":"2022-08-03T12:18:13","modified_gmt":"2022-08-03T16:18:13","slug":"how-womens-football-can-capitalise-on-the-uefa-womens-euro-success","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/how-womens-football-can-capitalise-on-the-uefa-womens-euro-success\/3324\/","title":{"rendered":"How Women\u2019s Football Can Capitalise on the UEFA Women\u2019s EURO Success"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By James Corcoran, Account Lead at Fuse<\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">After England\u2019s spectacular win at Wembley on Sunday, there is no doubt that women\u2019s football has come a long way. Just over 10 years ago, top tier women\u2019s football teams were playing on second rate pitches, players had second jobs and the domestic season was played in the summer months with often only a few hundred fans in attendance.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Fast forward to the present day and the growth of the game has been dramatic. This has been typified by all the incredible records broken across the UEFA Women\u2019s EURO 2022, none more so than the 23.3m people who watched England\u2019s win over Germany via all BBC platforms. This made it the most-watched women\u2019s football match on UK TV of all-time and the most-watched programme of 2022 so far. What\u2019s more, 87,192 fans attended the match making it the biggest crowd ever recorded at a European Championship Final (men\u2019s or women\u2019s).<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">But this growth has not happened overnight, nor without careful strategic thinking. Governing bodies such as the Football Association (FA) and UEFA have reshaped the women\u2019s game over many years \u2013 to make it more popular and attractive to commercial partners, brands and broadcasters. But to do this, the game needed central investment. Players needed to be fully professional with higher pay (no more second jobs), training facilities needed upgrading and the domestic game had to mirror a more traditional football season (no more matches over the summer months).<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The current overwhelming support is in part thanks to the women\u2019s game fan experience. Tickets are very affordable, the match day experience is family friendly and less \u2018tribal\u2019 than the men\u2019s, plus, the players are very down to earth and approachable \u2013 they often stay after matches to sign autographs and talk to fans.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Fuse Analytic Tools point to global interest in women\u2019s football having grown by 46% over the past decade with more than 330m people interested in the sport. These figures have resulted in commercial investment from sponsors. Brands such as Pepsi Max, Walkers and Doritos invested significantly in through-the-line campaigns thanks to PepsiCo\u2019s global sponsorship of the UEFA Women\u2019s EURO. Its integrated marketing campaign ran across digital, social, PR, POS, OOH and on-pack promotions which reinforced PepsiCo\u2019s \u2018One Game\u2019 approach of driving inclusivity and gender equality across the entire game.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Thanks to England winning its first major championship since the World Cup in 1966, the commercial profile of the Lionesses is the strongest it\u2019s ever been. Rights Holders\u00a0will \u2013 and should \u2013 use the tournament\u2019s successes, such as TV audiences, match day attendances and the new levels of awareness and engagement to seek increased investment from both broadcasters and sponsors.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Brands will also be looking to\u00a0further\u00a0invest in England players who are now an inspiration to the nation.\u00a0Players such as Lucy Bronze and Leah Williamson were already household names, but thanks to moments of brilliance from the likes of Alessia Russo, Ella Toone and Chloe Kelly, brands will be looking to secure individual deals with players to capitalise on the cultural shift.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">One of the signs of a successful Women\u2019s EURO legacy will be if the domestic game sees an uplift in sponsorship investment. Some brands may choose to wait and see if interest significantly grows before committing. But many will choose to make their mark early and ride the wave of momentum for women\u2019s football in the UK, especially as the sport can now provide significant return on investment.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Of course, continued investment from sponsors will play an important role in communicating the game to new audiences, but the onus will largely be down to Rights Holders. We need match day attendances to grow domestically, and more fixtures played in larger stadiums at key points throughout the season.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The biggest legacy the Women\u2019s EURO can leave England is a rise in grassroots football \u2013 where there are hugely important societal benefits at a local community level to be made. Both physical and mental wellbeing is improved with exercise plus football also teaches teamwork and discipline \u2013 key life skills for anyone.\u00a0For women\u2019s football to\u00a0see\u00a0significant\u00a0growth, it will need an integrated approach to marketing, commerce and communications from a range of football stakeholders and partners.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The biggest legacy the Women\u2019s EURO can leave England is a rise in grassroots football \u2013 where there are hugely important societal benefits at a local community level to be made.<\/p>\n","protected":false},"author":7,"featured_media":3325,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[4],"topics":[2],"class_list":["post-3324","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-culture","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>How Women\u2019s Football Can Capitalise on the UEFA Women\u2019s EURO Success | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/how-womens-football-can-capitalise-on-the-uefa-womens-euro-success\/3324\/\" 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