Last week I had the opportunity to attend to the first edition of Leadership Woman Football, a congress celebrated in Wanda Metropolitano and born to promote gender equality and women in sport.
In the congress, the situation of sponsorship in women’s football was on the table. Brands as TAG Heuer, ISDIN or Pelayo, already present in women’s football, provided insights about their approach in partnering with women’s football players, clubs and competitions.
TAG Heuer supports both women and men teams of United States and Manchester United and the AFC Asian Cup 2019; ISDIN sponsors the FC Barcelona player Alexia Putellas and the synchronized swimmer Ona Carbonell; and Pelayo partnered with the karate world champion Sandra Sánchez and with both Spanish national football teams.
During their participation in a round table, they all agreed on what, as sponsors, they look for in brands within women’s sport:
1. Visibility: being seen throughout the digital and offline community is key to spread branded messages to potencial customers.
2. Engagement: athletes or teams with big communities are not really worthy if they are not loved by proud fans.
3. Values: the stories, behaviours and attitudes that women’s sport can add are precious to be associated with.
On the other hand, they also discussed about the importance of understanding sponsorship as a tool to get closer to society, being a strategy and not a goal itself. Regarding sponsorship objectives, brands must have very clear what kind of benefits they are pursing. For instance, awareness, image association, economic return of investment, customer loyalty or employees’ satisfaction.
Measuring the right KPI’s is also fundamental to evaluate the success of the sponsorship, knowing your audience the best to activate the partnership when, where and how they want to enjoy it. Jaime Delgado from Pelayo even said that the activations with the Spanish national women’s team provided better results in terms of engagement compared to men’s.
The challenge starts with us, digging deep inside to know which powerful assets can we provide as brands in women’s football. Sponsors are waiting for remarkable brands.
Here you can watch a brilliant activation from TAG Heuer with Carli Lloyd, USWNT player:
And here you can have a look at the Strategic Communications Guide for women’s football that UEFA launched this week: