Marketing and French women’s football
#78 The Division 1 Féminine has traditionally been one of the strongest leagues in Europe, nurturing worldwide women’s football with top players and sports performance. But, how are they marketing teams performing? As a league, marketing doesn’t match the high level...
Adopting the Design Thinking approach
#77 At the sports management company who I lead the communications for, we have developed a project focused on creating women athletes’ brands. From the very first day, we have focused on leveraging an opportunity and solving a problem that can potentially or...
Marketing and English women’s football
#76 The Women’s Super League 1 has traditionally been one of the strongest leagues in Europe, nurturing worldwide women’s football with top players and sports performance. But, how are they marketing teams performing? As a league, they the most influential in social...
The ego against brand equity
#75 As sports marketers, our most important job is to build brand equity. The brand is the most important asset and apart from being guardians, we must be gardeners too. How do we build brand equity? We need to focus on the following elements: Insight. It’s vital to...
Personalised and permission marketing
#74 How many spam mails do you delete everyday? How many ads do you skip on Youtube? How many banners do you click? We live a digital revolution that saturates us with far more advertising to which we pay far less attention. Our trust costs more, so the brands that...
A snapshot of women’s football worldwide
#73 In terms of sport performance, here is the FIFA Women’s World Ranking, published last 23rd of March. In terms of women’s football marketing, what will the next benchmark be about? I want to go a step further, analysing women’s football marketing worldwide. The...
Marketing and German women’s football
#72 The Allianz Frauen-Bundesliga has traditionally been one of the strongest leagues in Europe, nurturing worldwide women’s football with top players and sports performance. But, how are they marketing teams performing? As a league, they are one of the most...
Insight, tagline and brand equity
#71 Building brand equity is what marketers are for, with an epic tagline and insight. Yesterday I attended a conference named No Brand, No Future. The speaker was Enric Jové, CEO of McCann Barcelona and CIO of McCann Spain, who has launched endless successful...
How to work on players’ brands
#70 Bad finance management, non-sports jobs, undervalued players after her careers or assuming the can’t keep living from her passion. A common shared destiny among most women’s football players. Building a brand for a player is creating something she can take...
Top 5 posts in women’s football marketing
#69 It’s been almost a year since the first post in women’s football marketing. Today it’s the 70th from a lot more to come. In this post, I would like to share with you the ones that have had the biggest impact. Curiously, 4 out of the top 5 are interviews, besides...
More and more often crazy brainstorming
#68 Most things we can think of seemed weird at the beginning. Did you ever imagine: Drones giving away pizza in a venue? Giving a branded name to a stadium? Blind women playing football? Talking to a player in one click through social media? Promoting a car inside a...
The first-mover advantage
#67 Obtaining a certain competitive advantage by virtue of being the first to bring a specific product or service to market. It wasn’t neither the first game at a big stadium neither the one with most fan attendance. However, it was the first to attract this level of...
Anticipate your work
#66 Want to work in women’s football? Start precisely by doing that, working. One of the best pieces of advice I have ever got to create my own opportunities where I wanted to is to work in advance. Giving before asking, and a lot. I have lived most of my life in...
Doing the hard part
#65 In many cases, women’s football doesn’t have big teams of people to operate, yet. Neither huge budgets to launch marketing booms, yet. Neither millions of fans waiting for the weekend to come, yet. From my point of view, women’s football provides little time...
Personal, authentic and relevant on birthdays
#64 Today is my birthday, 26 years old. I was very curious about how the few spam mailing that I’m not unsubscribed (yet) would congratulate me. In just a few hours, I received 6 emails with very different goals and perspectives. The worst of them: We invite you to...
Nadeshiko League, the Japanese women’s football league
#63 What can we learn from the 29 years old Japanese competition and their clubs? Traditionally, Japan has been one of the strong countries in global women’s football. The Asian national team conquered the FIFA Women’s World Cup in 2011, beating United States in...
United States v England women’s football
#62 We commonly think about United States as the sacred temple of women’s football. Can sports marketers agree with that? If we have a look at sponsorship, clubs and leagues don’t tend to reveal their sponsors’ investment. However, from a general perspective, we see...
Record audience, better image?
#61 Last Sunday, FC Barcelona and At. de Madrid starred one of the most important games for Spanish women’s football, on and off the field. In a domestic league without a very strong competition among the top and the rest of the clubs, both teams were fighting for the...