Women’s World Cup: Sponsors underestimate potential

Underestimated potential
:Little interest in DFB sponsors for Women’s World Cup

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Women's World Cup German team hugs

The performance is right, the sponsorship is not: Adidas equips six teams in France, at the men’s World Cup in Russia in 2018 there were twelve.



Munich –

It is football World Cup. But cars on German roads are traveling without black-red-golden pennants, in the hardware store there are no fan articles. Sponsors are rare. In France, not men, but women are kicking for the World Cup crown. “The sponsors leave something behind and underestimate the potential,” says Matthias Fifka. He is a business professor at the University of Erlangen-Nuremberg and an expert in sports sponsorship.

What medial goes in advertising, show the provocative advertising clip Commerzbank with the German women’s team. “We do not need eggs, we have ponytails,” it says. “The clip has been shared by millions in social media, the advertising value is gigantic,” says Fifka.

The Commerzbank is one of five national team sponsors of the German Football Association (DFB), who have activated their advertising rights to this year’s Women’s World Cup ever. The others are VW, Coca-Cola, Samsung and Adidas. The majority of the 13 DFB sponsors show the tournament in France the cold shoulder – including corporations such as SAP, Lufthansa, Deutsche Telekom and Rewe.

Even at the level of the sporting goods manufacturer that is actually in the front row at such an event, the commitment compared to a men’s World Cup – at least viewed through the German glasses – is manageable. Adidas equips six teams at the Women’s World Cup. At the men’s World Cup 2018 in Russia, there were twice as many. For lack of demand for the Women’s World Cup, Adidas has not even launched a men’s version of the DFB jersey. At a men’s football World Cup, there are traditional jerseys for both sexes.

US manufacturer more dedicated

The Franconian local rival Puma has only the Italian eleven under contract in France. In Russia at men there were four teams. The advertising campaign of Puma in social media but is quite comparable with other major sporting events, explain the Herzogenauracher. They do not call numbers for budgets. There are no comments on sales effects from either Puma or Adidas.

Dedicated is the world’s largest sports manufacturer Nike from the USA. In his jerseys kick in France 14 teams against ten teams in 2018 in Russia. Judging by TV ratings at a 30-percent Women’s World Cup, Nike is counting on the right horse. This also shows a comparison. On Saturday, the ratings in the women’s game in the afternoon against China was 34 percent, in the evening the men’s qualifier for the European Championship against Belarus at 28 percent.

Women’s football is gaining importance

“Women’s football has gained enormous importance globally,” says Fifka. In France, the USA and Scandinavia, however, this has happened to a greater extent than in Germany. The gap in sponsorship still remains huge. Even consumers can hardly be tempted with the Women’s World Cup. This is shown by a look into the local sports retailer. “In terms of sales, the Women’s World Cup passes us by,” says Werner Haizmann, President of the Association of German Sports Retailers.

However, even with men, the World Cup effect for specialized shops is decreasing. Because the major sports companies are doing the business more and more on their own online channels, at the same time products would be sold early in the trade at low prices.

Companies miss a chance

When it comes to advertising, women’s football is from Fifka’s point of view, however, unrestrained attractive – even if the advertising revenue still lag behind those of male players. “Football reflects the social debate about equal rights,” emphasizes Fifka. It will probably take a long time until footballers achieve a similar status as footballers.

Anyone who has denied the World Cup as a sponsor, but must recognize by successful advertising campaigns of competitors, which chance has been missed especially with customers, so Fika on. (Rnd)