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 summer in both footwear and apparel”. A tournament that, despite being sponsored by Adidas, led Nike’s USA home shirt to become the highest-selling football shirt, men’s or women’s, ever sold on Nike.com in one season”.
After investing in the FIFA Women’s World Cup, Nike:
- Reported sales of $10.7bn in Q1 of the 2020 fiscal financial year, being the apparel revenue 4x times bigger than 2015 Women’s World Cup
- Nike’s international women’s business, outside of the United States, grew 16%
- According to Talkwalker, Nike had a 51,3% of share of brand voice in social media during the month of the competition
Investment, creativity and performance on the pitch, as 60% of goals scored in the World Cup were done by players wearing Mercurial 360.
What is beyond Nike’s strategy?
- Strong investment in content and brand marketing based on a powerful storytelling related to the concept of dreams
- Building value from the momentum of their 14 of the 24 teams in the tournament, particularly United States and its stars Rapinoe and Morgan
- Owning social media buzz with top-quality content before, during and after the Women’s World Cup, as the World Cup kits exclusive event presentation
Of course growth in domestic leagues will be slower but big brands as Nike will eventually lead the way for higher profitability within national sponsors.