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U.S. Women’s World Cup Success Opens Marketing Floodgates

Despite its popularity, the 2015 Women’s World Cup only garnered $17 million for Fox in ad revenue from corporate sponsors. This compared to the $529 million ESPN made on the 2014 men’s tournament in Brazil.  Forward-thinking brands — such as Adidas, Fiat and Nationwide Insurance, all FIFA corporate sponsors — banked on increased exposure because the advertiser playing field wasn’t as crowded as it normally is for big sporting events.

This article addresses the trends in advertising and marketing surrounding the Women’s World Cup and explores where branding is headed in women’s soccer.