Female and male football. Same sport but with different spirit, audience and values. So how can brands connect with the social mass behind women’s football?
According to a study conducted by the University of Minnesota Media Coverage & Female Athletes, 40% of athletes are women. However, only 4% is the percentage of attention received by media. In United Kingdom, the ratio of female appearances in comparison to male athletes is 20 to 1. In the 100 highest-paid athletes Forbes list, just 2 of them are women. Both tennis players, Serena Williams and Maria Sharapova.
In view of this situation, understanding the characteristics of the audience behind the players is a requirement for the brands involved in this sport. Different attitudes, behaviors, values and thoughts for a different target or community. Stories of values such as improvement, change, confidence or perseverance should be the ones we listened to from footballers, clubs or competitions sponsors.
Thus, these four insights are worth being analyzed by brands:
1. Inspire with relatable stories
Explaining stories using references from athletes who combine unusual genetics and a full-time body dedication does not match what ordinary women can emulate in their day to day lives. For example, the dancer and Under Armour brand ambassador Misty Copeland. In the long run, it could become more intimidating than inspiring.
2. Find the right niche
Con regularidad, sports marketers suelen dirigirse al público masculino utilizando como plataforma el deporte tradicional como el fútbol, basket o rugby. Algunas marcas que destinan sus productos y servicios al target femenino encuentran en deportes como el yoga, el baile o programas de fitness como el Crossfit una oportunidad de conectar de forma más eficaz.
Regularly, sports marketers usually target the male audience through traditional sports such as football, basket or rugby as a platform. Some brands that target their products and services to the female segment find in sports as yoga, dance or fitness programs like Crossfit an opportunity to connect more effectively.
3. Understand how they live sports
While men may feel more attracted by the focus spot of major events and tournaments such as the World Cup or the Olympic Games, female audience tends to be more motivated when it comes to getting actively involved and participating in sports.
4. Improve the traditional system
In United Kingdom, only 2% of the global sponsorship budget is destined to female athletes. Brands should also be aware of how the market is structured to empathize with the female and turn it into an opportunity.
The potential for sponsor association with women’s football is huge. How will you tell your story to leave a mark?