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Big distances in the table, few exclusive accounts for the women’s team and Nike’s dominance.

Clearly one of the markets that should grow the most after the following 2019 FIFA Women’s World Cup, happening in France, and the past U-20 World Cup also held in the French country. Know-how, human resources, fan interest and awareness within society should be an effective legacy to be leveraged by D1 Féminine.

To date, like other European leagues, big clubs with both men’s and women’s teams tend to win on and of the field, leaving obvious gaps in the marketing field.

We can draw the following conclusions from the chart:

  • Paris Saint-Germain Féminines accumulate more than 70% of followers in social media, considering those with exclusive accounts.
  • 50% of the teams don’t have an exclusive profile in social media for the women’s team, and its presence is weak throughout clubs’ communications.
  • Within the top clubs, PSG Féminines owns a powerful brand, far from Olympique Lyonnais Féminine whose strong sport success isn’t matched to its digital impact
  • D1 Féminine is followed by 17k followers, behind Liga Iberdrola with 79k and FA Women’s Super League with 203k
  • Nike leads the kit suppliers market partnering with 50% of the teams, followed by Adidas represented by 16% of the clubs.
  • All the teams have a front-shirt main sponsor, from a wide variety of sectors as Public, Banking or Insurance.

Women's Football Marketing

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