The Lionesses’ roaring success at this year’s FIFA Women’s World Cup has gripped football fans across the UK to the extent that the Guardian is describing “supermarkets, pubs and advertisers” to be the ultimate winners.
Josie Beaumont from creative agency Dark Horses has always been drawn to sport – not just for her competitive streak but also for way it feeds our brains, how it shapes society and the communities built around it.
Seeing the creative opportunity in these moments is her sweet spot – so as much of the UK makes plans for where they are going to watch this Sunday’s 11am final, she asks simply: what’s the deal with Adland’s awkward World Cup silence?
The Women’s World Cup, now in full swing, snuck into our morning TV schedules without much fuss – certainly not the kind of fuss a World Cup would usually command.
This more than slightly underwhelming build up has been widely criticised and it’s not especially hard to see why. With bickering broadcasters and timing confusions it hasn’t exactly provided the huge roar of energy and excitement that we would expect for the national team coming off the back of last year’s UEFA Euro 2022 success.
It was certainly no Barbenheimer – the infuriating new benchmark by which all advertising will be compared to for the rest of time.
Adland’s awkward World Cup silence
With only a few spots swooping in to save the day – such as the French telco Orange ‘Bleues’ campaign and ‘What the football’ from Nike – there’s been a rather loud awkward silence from adland.
Across the board it seems most campaigns have been a little too soft, a little too gentle and a little too polite. What’s happened to the sensational stunts that even your Gran is talking about or the Lionesses shining down on us from The White Cliffs of Dover?
With all the energy that exploded from the Euros, it’s surprising to see so many brands reverting to straightforward tv spots – which, if we’re being honest with ourselves, less and less people are watching – rather than injecting change in culture on the ground.
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The Women’s World Cup presents unique and potent marketing opportunities that should not be underestimated. While the initial efforts might have been overshadowed by logistical challenges and discord, it’s crucial to seize this moment and amplify the marketing resonance.
As viewership soars to new heights, reaching an unprecedented global audience, the potential for impactful engagement is vast.
The good news is that this slightly nervous, dip your toe in, let’s not put all our eggs in one basket attitude from brands, is certainly not being reflected by the fans. Viewership has doubled since 2019, with more than 2 billion people tuning in. The Lionesses’ opening match against Hati reached over 4.2 million viewers – and that’s at 10:30am on a Saturday morning.
Malls in the Philippines were packed to bursting with fans as they screamed for their women’s team’s first World Cup goal and fans poured onto socials to show their love for Katie McCabe’s unforgettable Olimpico for Ireland.
Brands should echo the World Cup spirit
Around the globe, the Women’s World Cup 2023 has been a catalyst for players to challenge equal pay and given a world wide platform to talent which history has consistently overlooked.
The tournament deserves better and bigger than a cliched empowerment piece. Brands have the chance to break free from the conventional playbook, echoing the tournament’s dynamic spirit by creating campaigns that are bold, vibrant, and impossible to ignore – and marketers have the chance to craft narratives that resonate deeply with audiences worldwide.
It’s far more exhilarating, heart breaking, complex and different. It’s not the B team to the men’s game, it’s a whole beast in its own right, bursting with opportunities and untrodden ground. With every unanticipated attack, rising stars and by the skin-of-your-teeth goals, it’s a beautiful game that has the clout to stand on its own two feet and be respected for it.
Our campaigns should be loud, unavoidable, punchy, surprising – everything a World Cup is. Let’s be where people actually are. Let’s create unignorable headlines. Let’s celebrate the world’s most popular sport at 9am in the pubs, in office sweepstakes, fantasy football, watching parties, statues, shirt merch and maybe one day, if we’re lucky, equal pay.
This is more than just advertising; it’s about harnessing the power of a sporting event that transcends boundaries, cultures, and genders, and using it to drive transformative conversations, foster unity, and inspire change.
Let’s embrace the challenge and ensure that the marketing narrative for the Women’s World Cup is as riveting and unforgettable as the tournament itself, making this a benchmark for future tournaments.
