FIFA Women’s World Cup 2023: Brands soar as Lionesses roar
As the England Women’s National Football team stand at the doors of history in a hotly anticipated final against Spain on Sunday, we look at what the team’s performance has done for sponsors of the FIFA Women’s World Cup 2023 in Britain.
YouGov BrandIndex data, with a YouGov Profiles-based filter of FIFA Women’s World Cup fans, reveals that Hyundai is the brand that has best leveraged its association with the event to drive up Consideration scores. FIFA Women’s World Cup fans in this piece are defined as those who say they are “really passionate about women’s football and FIFA Women’s World Cup”.
To celebrate its association with the event, Hyundai produced a short video highlighting the challenges of the women’s game with the tagline – “See how far we’ve come… see how far we’ll go”. The automotive brand has also maintained a core presence at the tournament and driven up brand engagement through digital fan activations such as “Goal of the Tournament” and “Match Predictor”.
Hyundai’s Consideration scores among World Cup fans in the UK has soared by 8.9 points to 19.0 during the event and a 10-day lead-in period compared to the period immediately preceding it.
McDonald’s has gained 7.3 points in Consideration scores among this audience. The brand has capitalised on its partnership with the tournament in the UK by running a promotional campaign and has introduced Beth Mead mini figures during the tournament. The brand has also partnered with Art of Football to organise fan zones in various locations, with the fan zone for the semi-final having been hosted in Nottingham.
Booking.com, which was onboarded last minute as the official online travel sponsor of the FIFA Women’s World Cup 2023, has witnessed a 6.5-point increase in Consideration.
Budweiser gained a 3.9-point lift. The beer brand is an official partner of not only the FIFA Women’s World Cup 2023, but is also a sponsor of the England teams. It released a Beth Mead-starring commercial positioning itself as the “official beer of England”.
Lastly, tournament merchandise partner Adidas gained 2.6 points in Consideration scores. While the brand isn’t a kit partner of the Lionesses, it has had a strong presence at the event in its capacity of the official FIFA merch partner as well being the kit provider of many of England’s rivals. It’s 30-second spot “Play until they can’t look away” featuring current England star Alessia Russo (as well as David Beckham and Ian Wright, among a host of other stars) may have helped the brand’s profile further.
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