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.

The Business of Marketing

Don't miss The Business of Marketing, a new series featuring leading c-suite executives sharing insights on the importance of leveraging the intersectionality of marketing, finance, technology, HR and the boardroom to drive business growth. Tune in.

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.