FIFA Women’s World Cup > Canada 2015 Sees A Series Of Sponsorship ‘Firsts’

We won’t know who will win FIFA’s Women’s World Cup until 5 July, but Canada 2015 is already providing a steady stream of sponsorship ‘firsts’. From the first ever trophy roadshow (see Coca-Cola’s ‘FIFA Women’s World Cup Trophy Tour’) and the launch campaign for the first women’s team shirt that also comes in a men’s version (see Nike’s #NoMaybes), to fully-fledged team sponsor activation such as Continental’s England Team ‘Road To Canada’ campaign and host Canadian Soccer Association’s national/local ‘Heroes’ strategy that stretches from bi-lingual, internationally-flavoured full-length commercials to local cut-downs (such as this 15-second promo from local Montreal TV). Indeed, official broadcaster trailers are rolling out around the world – from ESPN’s USA ‘Two Stars‘ spot to CTV’s ‘Team Canada‘ commercial.
Following hot on the heels of blockbuster (biggest ever) women’s campaigns from the sportswear brands and sports organisations (such as Sport England’s ‘This Girl Can’, Nike’s ‘Better For It’ and Under Armour’s award-winning ‘I Will What I Want’), might Canada 2015 be the tipping point that sees the sponsorship world take women’s sports sponsorship seriously? We can’t wait for kick off.
 

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