The BBC’s campaign for the FIFA Women’s World Cup, #ChangeTheGame, kicked off in May. Using an empowering, head-on approach to their marketing, the campaign featured the accompanying slogan ‘They’re Better Than You Think.”
Since then, momentum and attention has only grown for the Women’s World Cup. We’ve witnessed the UK’s most watched women’s football game of all time, the re-birth of the Lionesses and an estimated 1 billion television views for the tournament, but why?
We’re currently in the ‘fourth wave’of feminism and although some might argue it to be the ‘post-feminism’ wave, many would agree that equality will be a constant battle. Fourth wave feminism is also known as the ‘social-media wave’, with movements like #MeToo and #YesAllWomen, both hosted and popularised on Twitter #ChangeTheGame is no different.
The use of hashtags have been crucial in promoting the Women’s World Cup. Investors want to join in on the all-inclusive conversation, and now is the best time to showcase their equality by supporting the women’s games.
With this, the Women’s World Cup has also gained some of its biggest ever investors: VISA is now spending the same on the women’s world cup as the men’s for the first time; Barclays is investing in a 10 million deal; and the BBC is providing total television coverage. Sponsors have joined for the long term too. VISA has the first ever sponsorship solely dedicated to the women’s matches, contracted until 2025.