2023 FIFA Women’s World Cup Preview
The FIFA Women’s World Cup in Australia and New Zealand kicks off Thursday, July 20, with New Zealand versus Norway at Eden Park in Auckland. The Women’s World Cup comes eight months after the World Cup in Qatar and at a great time for women’s soccer, which has grown in global popularity. To prepare for the a month of soccer, we published a Women’s World Cup Guide — similar to the World Cup Guide we wrote in November.
In this blog, we’re highlighting some of the stars who will compete for the trophy at the 2023 World Cup and a few popular brand campaigns centered around the World Cup (France’s Orange promo video made our list!).
Some stars of the Women’s World Cup
We want you to give you a closer look at some of the stars who will go for victory at the World Cup. Below is a player from each of the favorite teams, where we showcase their followers, growth rate, total engagement, and average valuation per post. Not surprising, but Instagram is each player’s most valuable and engaging channel.
Alexis Putellas, Spain
Alex Morgan, USA
Mary Earps, England
Kadidiatou Diani, France
Alex Popp, Germany
Brand campaigns focused on the World Cup
Soccer is a global phenomenon and a month-long event like the FIFA World Cup makes it possible for brands sponsoring the event and participants to earn valuable exposure.
Some of the brands sponsoring the Women’s World Cup and teams taken advantage of the opportunity to show support before the event kicks off on July 20. Other brands have used the “World Cup moment” and included popular soccer stars in campaigns leading up to the tournament.
Orange & the French National Team
Orange is an official sponsor of the French men’s and women’s national teams. The French telecommunications company created a brilliant promo video in support of the women’s team, and it’s had a huge impact. The video showcases the best moments of the women’s national team, coached by Didier Deschamps, along with this statement: “Only Les Bleus can give us these emotions” before telling us, “But that’s not them whom you’ve just seen.” The video tricked those who watched it, as it was not the men’s national team dazzling with their talent and footwork, but the women themselves – their faces had just been replaced by Mbappé and company using Artificial Intelligence.
Calvins or Nothing
Alex Morgan, Chloe Kelly, Kenza Dali, Mana Iwabuchi, and Mary Fowler starred in Calvin Klein’s underwear campaign that offers a different image of soccer superstars and shows these iconic athletes in a natural, inspiring way.
The U.S. fashion brand enlisted renowned photographer Brianna Capozzi to celebrate women’s soccer.
Adidas: Kit and Ball Sponsor
In addition to being an official sponsor of the World Cup, the German sporting goods brand is also the clothing partner of 10 of the 32 participating teams.
Adidas released the second kits of Germany, Argentina, Colombia, Spain, Japan and Sweden, and all of them are inspired by the nature of each country and made from 100% recycled materials.
Adidas also designed the official ball of the tournament, Oceaunz. This is the ninth consecutive time that the German brand has designed the FIFA World Cup ball. The landscapes, diversity, and culture of Australia and New Zealand play a key role in the ball design, which is also a charity ball. One percent of sales will go to Common Goal’s Global Goal 5 Accelerator, a collective project to increase women’s participation, representation, and leadership in grassroots soccer.
Frito Lay goes “All-In” on Women’s Sports
Frito-Lay released their Women’s World Cup TV commercial last week’s during MLB’s All-Star Game. The snack food maker’s participation in the World Cup is part of the brands “All-in with Frito-Lay” initiative to have a greater impact in the women’s sports landscape. The commercial featured current and past soccer stars (mainly from Team USA).
We’re excited for the next month of soccer — especially if it’s anything like the World Cup in November. Be sure to check Blinkfire’s blog and social media for updates on sponsorship, social media, and broadcast data as well as more brand campaigns we love.
Download Blinkfire’s Guide to the Women’s World Cup
Blinkfire prepared a FIFA Women’s World Cup Guide with the most relevant information on the Women’s World Cup social media networks and sponsorship. Learn about the social performance of the official networks of the FIFA Women’s World Cup, kit apparel makers of countries participating, and media companies to follow for news and updates over the next month.
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