How Advertising During the Women’s World Cup Helps Embolden a New Generation of Female Athletes

It’s a sponsorship toward a much-needed change in sports

Female Soccer star poses with a soccer ball in a red, white, and blue striped shirt that says
Female soccer players are changing how audiences view women's sports. Getty Images

Have you ever imagined a beer brand sponsoring the FIFA Women’s World Cup? Well, wake up: It’s 2019, and it’s happening in your ad break.

This story first appeared in the July 8, 2019, issue of Adweek magazine. Click here to subscribe.
@esplendidalaura Laura Visco helps steer the creative department at 72andSunny Amsterdam and is the creator of Invisible Creatives.