The Consultancy is in the blog

A few weeks ago, you read our article predicting a big change in women’s sports. Not going to say we told you so, but almost…  Now that the dust has settled, we thought it would be a good idea to take a look back at a month of top-class international soccer, by breaking down the good, the bad and the awesome from this undeniably memorable Women's World Cup.  Scott Winters/Icon Sportswire/Getty Images More than a game, a fight for equality It has been impossible to ignore the United States Women’s National Team (aka USWNT) throughout the entire 2019 FIFA Women's World Cup . We all remember US co-captain Megan Rapinoe and Rose Lavelle securing the win in front of a sold-out crowd of 57,900 people filling the Stade de Lyon. Fans were chanting for equal pay when FIFA president Gianni Infantino and French president Emmanuel Macron were on stage handing out gold medals to the US players. When most teams would have soaked up the praise and celebrated winning the b...

Lydia Ko in action during the 2017 Evian Championship. Photo by Rolex/Chris Turvey In our last article, we discussed women often being neglected in sports sponsorships. But brands are starting to realise their potential and this golden opportunity is not to be missed! What about the commercial side? From a purely ROI perspective, an important factor to take into account is that women control about 80% of consumer purchases. This fast-growing female economy means that women have increased financial stability and great buying power. Propagating the excuse that sports sponsorships are only market-driven in order to justify the lack of support for women’s teams will no longer cut it. Women’s sport is a market with great potential for sponsorships and the growth in the industry only serves to validate this. Brands need to continue to be more exposed to the women’s game and acknowledge the economic value women represent today.  Many successful brands have realised the valu...

Gina Lewandowski in action in the UEFA Women’s Champions League semi-final against FC Barcelona, April 28, 2019, in Barcelona, Spain. Photo by Quality Sport Images/Getty Images With the FIFA Women’s World Cup approaching, which will be hosted in France this summer, brands and broadcasters are taking advantage of unparalleled interest in the sport.  The past few years, we’ve witnessed a major shift in public perception of women’s sports, despite a severe lack of funding among most of the teams.  Sponsorship deals have been on the rise, which indicates that the situation is changing and will continue to do so in the coming years. But many have asked the legitimate question: are women’s sports worth the sponsoring investments? Let’s see  A very Slow Start Women’s sports have been neglected for decades in terms of investment and coverage and are well behind men’s sports. Havas Sports and Entertainment revealed that between 2011 and 2013, investment ...