Business

Marketing in sport can be a power for good

US women's soccer team member Megan Rapinoe holds the Women's World Cup trophy. She voiced her allegiance to LGBTQ+ groups during Pride month
US women's soccer team member Megan Rapinoe holds the Women's World Cup trophy. She voiced her allegiance to LGBTQ+ groups during Pride month US women's soccer team member Megan Rapinoe holds the Women's World Cup trophy. She voiced her allegiance to LGBTQ+ groups during Pride month

AS The Open finishes and the world’s media leaves Royal Portrush, I can’t help but think of the power of marketing in sports over the past few months.

Last month saw the 2019 FIFA Women’s World Cup conclude with the United States on top, beating the Netherlands to claim the trophy. It was no great shock – they were the reigning champions and firm favourites – but this tournament has been more political than most.

Superstar striker Megan Rapinoe has defied the President of her own country, whilst thoroughly annoying Piers Morgan, and voiced her allegiance to LGBTQ+ groups during Pride month, whilst bigger questions have emerged about the status of the women’s game, with fans chanting ‘Equal pay!’ as the trophy was lifted.

Yet, for brands keen to be associated with the event, was this a win for marketing? Have the numerous brands involved made their presence felt? Has marketing won the Women’s World Cup?

Barclay’s were quick to associate themselves with the game. Sensing that buy in was worth the investment, they signed a £10 million deal with the Women’s Super League to become the first ever title sponsor.

Visa potentially went further, pledging to spend the same amount on marketing for the Women’s World Cup as it did for the men’s tournament in Russia last year; meanwhile FIFA were criticised heavily for the difference in prize money between tournament winners in Russia and then France.

Such sporting events are potentially looking to be seen as progressive. A GlobalWebIndex survey revealed that 83 per cent of the World Cup audience believe there needs to be greater strides for equality, versus 74 per cent of the internet as a whole.

The other interesting survey finding is that the Women’s World Cup is reaching a younger audience than the male counterpart; and this younger audience is, in general, the one that pushed the equal rights agenda more than any other. As such, to be seen by them, and to be accepted by them, is a real coup.

But, did any of it work? Just as the 2012 Olympics was framed around an ‘Olympic legacy’ for Great Britain and Ireland – it arguably hasn’t quite lived up to expectations – brands have to be aware that they must do the hard work week in week out.

The women’s game will not, and cannot, have the visibility of a live BBC One broadcast on a weekly basis, and Lucozade, Barclay’s, Visa and, indeed, FIFA itself, must stay for the long haul.

I hope to look back in future years to marketing driving equality in sports and helping areas like Portrush to create a legacy and not just a one-off event.

Hopefully local young boys and girls will pick up golf clubs and look to emulate Rory McIlroy thanks to marketing they have seen over the past week.

Only then will we be able to say that marketing in sport has been a power for good.

:: Eileen Curry is chair of CIM Ireland