How setting a price for your assets?
#138 We think of a potential sponsor, we see how we can reach them, we try to set a meeting but… wait a minute. What’s our proposal? If we all agree that marketing is marketing something, first we need to work on the value of this “something”. How much are our...
Do you want to work at the World Cup?
#137 Next year, FIFA Women’s World Cup 2019 will probably become the largest and craziest edition of all time. From the World Cup 2015 to the Women’s Euro 2017, we have seen an undeniable and huge growth of women’s football at a global scale. The sport has become one...
Leverage partners’ audiences
#136 The 22nd of May, the campaign produced by Liga Iberdrola and Iberdrola #NacidasParaJugar was launched on social media. Apparently, a campaign aimed to raise awareness in favour of women in sports within society. An interesting insight based on the...
Permission to do marketing
#135 If there is a lot of room for marketing in women’s football, let’s do it with a personal approach. Let’s build a marketing designed to build relationships, connections and experiences, rather than messages that go directly to the spam inbox. The digital...
Pick your women’s football problem
#134 Doing business in any industry it’s about picking an existing problem and offering a useful solution. In women’s football, you can call them problems or opportunities. If you want to work in the industry, see what it needs and match it with your strengths. We...
The Women’s Champions League evolution
#133 More investment, media attention, sponsors, better players and a clear vision lead inevitably to a sustained growth. Yesterday was 2018 UEFA Women’s Champions League final, where Olymplique Lyonnais won their 3rd consecutive continental trophy, against Wolfsburg....
Who follows Spanish women’s football?
#132 One of my best marketing teachers used to define marketing as: “Satisfying your customers’ needs better than your competition and still making money.” In women’s football, and in sport in general, we don’t talk about customers but fans. They are the ones who make...
Worldwide sponsorship sectors
#131 We have contacted endless potential partners, we have run out of excel lists. Where can we search for a big sponsor? Sport affinity, brand awareness, economic ROI, CSR or local engagement. The ‘where’ will be defined by the benefit you offer that will...
How to evaluate your content marketing
#130 Either the strategy or the tactics. Your fans or followers, hopefully fans, get to decide what they want, not you. Women’s football is at an initial stage in terms of awareness where it needs to raise visibility, impact and revenue. That is, marketing. As sports...
Raising your voice to keep the ball rolling
#129 Using your voice, your name and influence as an athlete to make a change. This is what the Spanish NBA star Pau Gasol did with his ‘Open Letter About Female Coaches’, where he doesn’t just demand equal treatment and respect for the potential 1st female NBA head...
How to adapt to the new GDPR law
#128 Email is the permission tool for excellence we can use to grow a healthy and profitable relationship with our fans. Being anticipated, relevant and personal is vital to make your mail succeed in a world where we just barely pay attention to what our peers have to...
Lieke Martens, the global brand on Instagram
#127 The more information we have, the most likely is for a sponsor to see common points between brands. We commonly need to prepare sponsorship proposals to raise revenues to make the show sustainable. It’s important to know who you aim to but also know the tiniest...
Don’t sponsor women’s football
#126 Quality goes before quantity, even when we are talking about sponsors. Rather than stamping a whole bunch of companies on a jersey, it’s more impactful, profitable and attractive to have a good one. If you want to make your brand present in women’s football,...
What if we are in the entertainment business?
#125 What if our fans care more about show than sport? What if bringing Beyoncé is more effective than winning al the titles? What if we control the whole experience? These are some of the questions we could think of in order to engage with fans, drive revenues and...
FIFA increases sponsorship for the World Cup
#124 The FIFA Women’s World Cup that will take place next year in France will host more sponsors. From Canada 2015 to France 2019, two additional partners will be added to the official FIFA partners involved in the major soccer event. In 2015, the main partners were...
Evaluating brand influence
#123 If you have an Instagram account, I have good news for you. In a recent post about athletes’ brand management, we saw the importance of working on brand management to leverage its full potential. The first step in building brand equity is analysing the current...
Show up everyday
#122 Quantity or quality? Both, everyday, in front of the same audience. It is way more effective to show up consistently in front of the same audience than few times to different people. This is why is crucial to define well your buyer persona before designing a...
What sponsors look for
#121 Emphasising is one of the most important skills to lead a sponsorship to success. Why? Being able to think and feel like your potential sponsors is key to understand their needs and exceed their expectations. To do that, we first have to anticipate what they look...