The Value in Sponsoring Women’s Football World Cup for Companies
Benson, Sisley (2024)
2024
All rights reserved. This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202401151408
https://urn.fi/URN:NBN:fi:amk-202401151408
Tiivistelmä
This study explored the potential benefits for companies sponsoring the Women's World Cup, focusing on the 2023 FIFA Women's World Cup. It emphasized the need for companies to leverage the rising popularity of women's football for brand promotion and societal impact. Expanding on the thesis background, the study looked at why it is valuable to sponsor women's football events by considering their history. The research investigated the advantages of sponsoring the Women's Football World Cup, examined marketing differences between men's and women's football, suggested strategies to enhance sponsorship opportunities, and assessed brands' contributions to women's football growth.
The study employed personal interviews with football players and a company interview. The interviews and research spanned from January 2023 to December 2023.
Drawing on inequality theory, the study critically analyzed how women's football sponsorships can challenge traditional gender norms and contributed to the empowerment of female athletes. Furthermore, by integrating Corporate Social Responsibility (CSR), the study explored how companies, through sponsorship, can align their values with societal expectations, promote gender equality, and contribute meaningfully to the advancement of women's sports.
This study highlighted the importance of companies shifting their sponsorship focus to women's sporting events, asserting that investing in women’s football goes beyond a mere financial arrangement. Instead, it underscored the significance of a value exchange, where companies can actively contribute to positive societal changes, challenge stereotypes, and foster a more inclusive and diverse sporting landscape. Emphasizing not only the potential financial gains but also the anticipated growth in women's football, the study underscored the vital roles played by players, teams, and companies in sustaining progress.
In conclusion, the research issued a clear call to action for companies to redirect their sponsorship efforts, recognizing the broader impact beyond financial gains and advocating for positive societal contributions in women's sports.
The study employed personal interviews with football players and a company interview. The interviews and research spanned from January 2023 to December 2023.
Drawing on inequality theory, the study critically analyzed how women's football sponsorships can challenge traditional gender norms and contributed to the empowerment of female athletes. Furthermore, by integrating Corporate Social Responsibility (CSR), the study explored how companies, through sponsorship, can align their values with societal expectations, promote gender equality, and contribute meaningfully to the advancement of women's sports.
This study highlighted the importance of companies shifting their sponsorship focus to women's sporting events, asserting that investing in women’s football goes beyond a mere financial arrangement. Instead, it underscored the significance of a value exchange, where companies can actively contribute to positive societal changes, challenge stereotypes, and foster a more inclusive and diverse sporting landscape. Emphasizing not only the potential financial gains but also the anticipated growth in women's football, the study underscored the vital roles played by players, teams, and companies in sustaining progress.
In conclusion, the research issued a clear call to action for companies to redirect their sponsorship efforts, recognizing the broader impact beyond financial gains and advocating for positive societal contributions in women's sports.