How Brands Are Engaging With Women’s World Cup Viewers Through Influencer Marketing

As the 2023 FIFA Women’s World Cup approaches, brands are presented with a once-in-four-year opportunity to leverage such a high-profile event to their advantage for their marketing efforts. Brands clearly understand the opportunity as 90% of the ad inventory had sold out by June. The magnitude of the World Cup warrants a dedicated advertising strategy.

As more and more consumers cut the cord and stop watching traditional television, there has been a clear decline in overall television viewership, in fact, according to Statistica the number of pay TV households is set to amount to less than 50 million by 2027. With such a rapid decline in television viewership, audiences have pivoted toward social media as a primary source of entertainment which is why brands are shifting gears toward employing influencer marketing as their main marketing strategy. With the ability to target specific audiences and demographics with the help of influencer marketing platforms, it’s no surprise that it has become an effective alternative to traditional marketing. With this in mind, here are some examples of how brands are reaching their target audience through influencer marketing this World Cup!

Examples of Women’s World Cup Influencer Marketing Activations

Frito-Lay x Marta

Marta Vieira Da Silva, a Brazilian soccer legend set to play in this year’s World Cup partnered with Frito-Lay alongside other current women’s soccer stars and past icons to create buzz and excitement around the upcoming World Cup. Frito-Lay took this unique opportunity to partner with high-profile athletes and position their products as the go-to snack for game day. Marta and the other women activated clearly reach an engaged audience that can’t wait for the big event. 

McDonald’s UK x Ella Toone

In 2018, McDonald’s put their efforts toward creating an inclusive and accessible program called Fun Football to cater to people of all ages and skill levels. They leveraged the World Cup and activated Ella Toone, a Midfielder for the English team, to promote the importance of this program. By combining the excitement for the World Cup and a good cause, McDonald’s built an incredible and inclusive campaign. Ella Toone being part of this collaboration is no surprise as this caters to her local audience, adding a sense of community to the overall campaign.

Google x Abbi Summers:

Google’s recent partnership with the Football Association has resulted in strategic influencer activations in order to address bigger topics surrounding this sport. Abbi Grace Summers, a freelance sports broadcaster, alongside four other women has teamed up with Google to capture behind-the-scenes footage of the England Lionesses during the World Cup to display on their social channels. The goal of this campaign is to assist the brand in increasing the profile of women’s soccer as well as address and close the significant gender gap in the sport. Through this partnership, Google is looking to highlight important features of its devices through high-quality content production that viewers at home would love to replicate.

Dick’s Sporting Goods x Isaiah Reid:

Dick’s Sporting Goods, your one-stop shop for all necessary sporting goods, leveraged the upcoming World Cup to prepare “World Cup Drip” for everyone to represent their team while watching the games. Dick’s partnered with Isaiah Reid, a forward for Houston Dynamo, to invoke a sense of community for the USA and represent the country by sporting the new gear. By activating a male soccer player Dick’s is looking to tap into other interested audiences to further their reach.

Conclusion

In conclusion, high-scaled events such as the 2023 FIFA Women’s World Cup are prime examples of how brands can leverage a high-profile event to contribute to the success of their marketing campaigns alongside influencers with established target audiences. The examples listed above, are just a few instances of wielding the power of the excitement surrounding this event with the assistance of influencer marketing. Interested in learning the in-depth benefits of launching influencer marketing campaigns surrounding major sporting events? Check out the 2022 FIFA Men’s World Cup Ad Cost Performance Report and reach out to us today!