“Football would be nothing without traditional local fans”. True. However, are we aware that most of the teams we admire would not probably win any trophy if it weren’t for their global audience? Manchester United’s stadium Old Trafford has a capacity of 76,000 seats....
Marketing is no longer about creating a product, the way we market is the product. Every single interaction from our fans with our brand matters, being football just a secondary detail in many cases. And, as our next guest explains, we are facing a mindset challenge....
What are the main revenue streams of a top team in women’s football? In Spain, Primera Iberdrola registers multi-million euro losses each season and the pandemic prevented clubs from receiving up to 600,000 euros in TV rights last season. Clearly a market in its...
“The future of any sports property is to be a media and data company”. With this statement for 2Playbook, Dídac Lee, former FC Barcelona board member who has led the biggest digital transformation in the club, developed a strategy designed to leverage the most...
People would not care if 77% of brands disappeared. The truth is, brands are already disappearing because of the pandemic. How could sport help to fill that gap in meaning? The sports sponsorship market fell from $46.1 billion in 2019 to $28.9 billion in 2020, a 37%...
“If you can’t measure it, you can’t improve it”. Peter Drucker, known as one of the greatest thinkers in business and management, made evident the need of knowledge to be able to improve. If return of investment in sports was difficult to be seen without a minimum of...
“First of all, I would like to apologize on behalf of the brand for not having understood how important women’s football was until last year”. Guaraná Antarctica, probably one of the brands with a more profound blend into any country’s culture. Brazil cannot be...
From geek to cool. In a highly-competed and global race for fans’ attention, eSports have emerged as a lifeboat to maintain football relevant. While two out of five young people simply don’t care about football, the intersection between technology and experience can...
“Secret, I bought this deodorant because you’re a sponsor of the NWSL”, or “My first Budweiser, thanks for supporting the NWSL”. According to the NWSL’s Vice President of Business Development, Lindsay Barenz, on a recent participation at the Athens Women’s Football...
Effective communication, multicultural awareness and language skills represent essential assets to deliver successful tournaments at an international scale. Marely Flores-Martinez, Women’s Football Tournaments Manager at FIFA, shared her best lessons about organising...
Visa is perceived as one of the top brands supporting the women’s game. The truth is Mastercard has been a major sponsor of women’s football for 26 years. How has been the race for the spot of “the credit card of women’s football”? Mastercard, since 1994 To many...
Among young generations, two out of five people don’t care about football because they simply have “better things to do”. The most popular sport worldwide is missing a whole generation aged from 16 to 24 years old, according to the latest ECA report on fan engagement....
Japanese women’s football has taught us, for many years, a valuable lesson about doing more with less. More titles and awareness with less participation and resources than top national associations. With only 51,000 registered players, in comparison to 1.3M in United...
The consequences of the pandemic on live content and experiences have led sports to become less relevant where the ‘hype’ is, the digital environment. Clubs have been pushed by circumstances to become brands and athletes to prove they are influencers. Football fans...
Unapologetic. Undeniable. Unstoppable. These are the main values of Angel City, the new women’s football franchise that has just landed to Los Angeles, supported by celebrities from Hollywood like Natalie Portman and investors from the sectors of technology, media and...
Is the pandemic a true existential threat to women’s football? Like any product at a growing stage, it needs investment and patience. A long-term commitment with the aim of shaping the sport and society, providing the prestigious tag of “pioneer” to the ones that...
Women’s football is the biggest growing opportunity in sports, being football the biggest, the most participatory and the one offering more opportunities for young girls and boys. In terms of investment, “women’s football is just a winner”. With these words, Rebecca...
Inspiring young girls around the world through journeys of female athletes, especially in markets like Middle East and North Africa; maintaining authenticity from the pandemic when it comes to content creation; and leveraging opportunities across all areas in the...
How has Dutch women’s football evolved since the last Euro? We could comfortably describe as a rocketing growth what women’s football in the Netherlands has experienced in the recent years, especially at an international scale. From participating in their first FIFA...
Culture eats strategy for breakfast. Peter Drucker used this approach to describe how brands should grow in parallel with society, fitting in an existing worldview. Because of the current pandemic, companies are almost forced to stand up and show their social side....
