Brands That Stole Spotlight at FIFA Women’s World Cup 2023

Brands That Stole Spotlight at FIFA Women’s World Cup 2023

News by Anja PaspaljAnja Paspalj
Published: July 21, 2023

With brands increasingly tapping into the women’s sports market, the FIFA Women's World Cup 2023 has been a showstopper for the biggest names in the industry.  

Beginning on July 20 in New Zealand, established brands across the world are taking the opportunity to support women’s soccer through inspiring ads looking to break into the spotlight with the help of top creative agencies around the globe. 

Nike Experiments with Anime 

Nike used the FIFA Women’s World Cup to pay tribute to the U.S. soccer star Megan Rapinoe, who announced her retirement this July.  

A brilliantly anime-inspired spot featuring Rapinoe as a cartoon character was an unexpected twist compared to the footwear company’s recognizable advertising style, and a creative way to remind fans of Rapinoe’s successful 20-yearlong soccer career. 

Johnie Walker Teams Up with Hollywood Star 

The legendary scotch whiskey brand decided to opt for partnering with the Emmy-award-winning actress Hannah Waddingham, one of the main characters in the soccer sitcom Ted Lasso. In the “Watch More Women’s Sports” spot, Waddingham brings attention to how women’s sports are marginalized in society. 

“Even more than 40% of athletes today are women, they still receive less than 10% of total sports news coverage,” she states in the ad. 

Created in collaboration with Hunter PR and Hello Sunshine Productions, founded by Hollywood actress Reese Witherspoon, “Watch More Women’s Sports” continues Johnie Walker’s line-up of existing campaigns that aim to empower women, such as “Watch More Women-Made Films.”  

Orange France Uses Video Editing to Reveal Misogyny 

The French telecommunications company’s spot with advertising agency Marcel quickly went viral and may be the most recognizable ad to come ahead of this FIFA Women’s World Cup.  

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Beginning with a highlight reel of the men’s national soccer team Les Bleus, the outstanding performances evoke cheers from the crowd. Surprisingly, the spot reveals that these were not in fact members of Les Bleus. Using complex video editing, it is revealed that the original footage is of the women’s national soccer team Les Bleues.  

“At Orange, when we support Les Bleus, we support Les Bleues,” reads the final line of the spot. 

Coca-Cola's Homage to Soccer Stars Worldwide 

Coca-Cola decided on a global approach to FIFA Women’s World Cup by producing an ad that recognizing the biggest soccer superstars participating in the tournament.  

By paying tribute to the individual journeys of professional players worldwide, the soft drink company is keeping its global popularity top of mind and ensuring it does not exclude any market from its inspiring advertisement. 

Its new campaign continues the hype that Coca-Cola generated with its exciting advertisements for the Qatar World Cup 2022.

Budweiser Tells the Tale of England’s Women’s Soccer Team 

As the official beer sponsor of England at the FIFA Women’s World Cup, Budweiser took a traditional approach in its campaign, using the opportunity to chronicle the journey of England’s Women’s Soccer Team from 1972 to today.  

Featuring athletes Beth Mead and Karen Carney, the campaign will be featured on social media, OOH, and across digital channels, documenting the journey of how far you can get when you don’t give up. 

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