Primera Iberdrola is ready to level up with a new season starting tomorrow. The landing of international stars and the future Real Madrid, Mediapro acquiring the TV rights of most teams for 3M € per season and the “World Cup effect” promise a catchy season.

In the digital landscape, the competition has grown +70% in social media followers since last October, particularly in its Instagram account. Who says it isn’t interesting?

  • Barcelona, Atlético de Madrid, Betis, Valencia and Rayo are the teams which have attracted more followers, considering Instagram, Twitter and Facebook
  • Barcelona has duplicated its Instagram community in less than a year, from 800k to 1.7M followers
  • Espanyol and Athletic Club have created exclusive accounts for the women’s team, leaving Deportivo Abanca and Real Sociedad as the ones without exclusive accounts
  • Rayo opened a Facebook account for the women’s team and it has become the most popular of its accounts with 17k followers

Regarding the sponsorship area, tools and appliances for Home and services of Communications are the most represented business sectors in front-shirt partnerships:

  • Nike leads with Macron, while Adidas grow. Nike went from supplying 5 to 3 teams, whereas Adidas increased from 1 to 2. Macron reached 3 teams with the promotion of Deportivo Abanca
  • Valencia CF swapped Adidas for Puma and stopped counting with Herbolario Navarro as a front-shirt sponsor
  • Through the partnership with the Valencian club, Puma entered the Spanish women’s football kit supplying market
  • The numbers of teams without a front-shirt sponsor increased from 4 to 6 with the arrival of CD Tacón and the drop of Valencia CF partnership with Herbolario Navarro

In all cases, this season seems to keep rocketing the awareness and strengthen the value of women’s football as a product, showcasing its commercial value and opportunities at a local and international scale.

Women's Football Marketing
Women's Football Marketing

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