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The growth in English women’s football marketing

English women’s football is beginning to take a remarkable lead on and off the field. A global benchmark in marketing and business for women’s football worldwide regarding fan experience, digital engagement and TV coverage. After a successful FIFA Women’s World Cup...

“We should become a sales team for our sponsor”

Becoming a salesman for the sponsor, normalising women’s football and telling a consistent story about the price. It was a real privilege to interview Jim Gooley, international women’s football specialist and former Director of Sales at Sky Blue FC, in the NWSL. Jim...

Top lessons from the Athens Women’s Football Summit

This week I had the privilege to attend the first edition of the Athens Women’s Football Summit, an international congress held in Greece that gather the top sports leaders in women’s football. I had the opportunity to participate as a speaker in a marketing panel....

Nike increased sales by 7% after FIFA Women’s World Cup

Beyond visibility and values, women’s football brings a whole new level of potential revenue for brands. It will hugely pay off in the long run but profitability is not a “crazy dream” for Nike. According to Mark Park, Nike’s president and CEO, “it was an incredible...

Forget about the result

Learn to love the process, the effort, the improvement, the obstacles. When we connect with what makes us happiest, what comes next becomes irrelevant. Ups and downs of the rollercoaster is what makes it special. Forget about the final result, even though it might be...

Done vs perfect

Perfect is the enemy of done. In a world with limited time, pursue excellence showing your arte, we need it. Done means starting, improving, launching again, to finally rock it. Done, better than perfect.

Strategy and tactics

We tend to learn from successful stories in sport and women’s football, as Portland Thorns, for example. The tactics, as the ticket prices or social media platforms are relevant, but also temporary and imitable. Finding out why, the strategy, requires...

The rocket of your life

Our body is the rocket we will pilot the rest of our life. The more time we spend working, the less we tend to take care of it. Treat your health and sport compromises as work meetings. As if our lives depended on it, on taking care of our physical rocket, and so it...

The family of Barcelona Women

Our biggest oportunities aren’t hidden in finding new fans or sponsors but in the existing ones. We usually focus our attention on looking for more instead of delivering more. A tiny shift but with totally different results. FC Barcelona Women have not always done...

Sponsorship and Social Media in Primera Iberdrola

Primera Iberdrola is ready to level up with a new season starting tomorrow. The landing of international stars and the future Real Madrid, Mediapro acquiring the TV rights of most teams for 3M € per season and the “World Cup effect” promise a catchy season. In the...

My 10 best failures

Revolution moments throughout our journey. Learnings as essential as valuable to keep moving forward. This is how I perceive what we use to call failures. Many of them, in my adventure in women’s football marketing and, many others, in the most personal field. I...

Budweiser makes a strong bet for women’s football

“Specific, significant moment when something begins to change”. That’s the definition of turning point, what Budweiser has exactly committed to contribute to in favour of women’s football. After supporting the UWSNT for three decades, Budweiser has recently signed...

Key tactics for building a sticky brand

Social media, web, events, contests, discounts or ads. A whole system set to get more money than the one you invest. But, does it really work? We do it particularly in sports and in women’s football, where we need to start, launch and grow to keep our projects on...

A snapshot about women’s football worldwide

Following a successful World Cup in terms of digital, social and media impact, FIFA published a global report about the situation of their member associations regarding women’s football. On the following charts, you will see some of the most relevant figures. But...

Life after FIFA Women’s World Cup

More than 1 billion TV viewers from 206 countries through more than 200 broadcasters, a global fan attendance of more than 1.1m, USWNT jersey becoming the best-selling football jersey ever on Nike.com, 57,900 spectators in Lyon at the final and many more milestones....

Beyond FIFA Women’s World Cup record numbers

As expected, the Women’s World Cup is breaking all records in terms of TV audiences, social media impact and, why not, word of mouth in the street. Some of the milestones the tournament has reached: 433 million views on FIFA Women’s World Cup channels82 million video...

What is the fan attendance at FIFA Women’s World Cup?

After all 12 games from the group stage first round have been played, we can see how Grenoble, Paris and Reims accumulate the highest average in fan attendance. Teams as the host country, France, as well as United States and Japan have made their debuts for this...

Women’s football is in digital, and now what?

Are we present in digital platforms to increase our brand awareness? To build a loyal community? To monetise our impact? Is it for us or for the fans we seek to make a positive change? We all could agree that fans are the core of women’s football, the family we want...

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