The 2023 Women's World Cup: Celebrating Players and Brand Activations


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The Pivotal Role of Players and Brand Activations

THE 2023 WOMEN'S WORLD CUP has finally arrived and we could not be more pleased. In the exhilarating world of women's soccer, the Women's World Cup stands tall as a beacon of historical significance and unparalleled excitement. As the sport's most prestigious international tournament, it has showcased the extraordinary talent and determination of female athletes, captivating audiences around the globe. The rising popularity of women's sports has propelled the Women's World Cup to new heights, transcending boundaries and reaching fans from all walks of life. 

The Women's World Cup not only offers brands the chance to capitalize on branding opportunities but also enables them to align with players' passions, effectively conveying a powerful message to the fans. In this blog, Hollywood Branded delves into the pivotal role played both by the players and brand activations in elevating the Women's World Cup. 

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Elevating the Women's World Cup Experience

Brand activations play a pivotal role in elevating the Women's World Cup experience and captivating the hearts of fans worldwide. Major sponsors have stepped up to show unwavering support for women's soccer, investing in the tournament and its athletes. Through meticulously crafted brand campaigns and advertising strategies, these sponsors amplify the excitement and spirit of the competition, connecting with fans on a profound level.

From inspiring commercials that celebrate the resilience of female athletes to interactive social media campaigns, brands ensure that every moment of the tournament becomes a memorable experience for fans. By leveraging their influence and resources, brands play a crucial role in enhancing fan engagement and providing the Women's World Cup with the global exposure it deserves. As a result, the tournament's impact reaches far beyond the stadium walls, leaving a lasting legacy for women's soccer worldwide.


Photo Credit: FIFA

Crystal Dunn x ESPN ' That a W'

In 2021, ESPNW launched a series called "That's a W," dedicated to spotlighting women in sports and their remarkable achievements. As the Women's World Cup approached, ESPNW incorporated this campaign to celebrate lesser-known female athletes in sports.

One such focus was on Crystal Dunn, an African-American soccer player. ESPNW's latest spot ahead of WWC 2023 centered on her incredible journey. Just 3 and a half months after giving birth, Dunn made a remarkable return to the field, playing for the Thorns in the NWSL playoffs and NWSL Championship. Her outstanding performance earned her a spot on the roster of the 2023 USWNT World Cup Team.

The commercial, a collaboration with the ad agency Arts and Letters, aired right before the kickoff of WWC 2023, bringing attention to the inspiring story of Crystal Dunn and other extraordinary women in sports.

Video Credit: ESPN Marketing

CALM x Fran Kirby

CALM, the Campaign Against Living Miserably, has partnered with England Lioness and CALM ambassador Fran Kirby to combat the increasing suicide rates among young women under the age of 25. According to recent data from the Office for National Statistics (ONS), it is estimated that during the WWC 2023, 14 young women in the UK may take their own lives, with women under 25 dying by suicide every two days.

To address this issue and challenge the stigma surrounding mental health, VMLY&R London has created "Unseen Signals." This campaign aims to provide tools and support for young women to speak up about their mental health crises without fear of judgment.

The campaign features Fran Kirby, who portrays a powerful message by falling to the ground while the play continues. Despite being in distress, she goes unnoticed, mirroring the experience of young women in crisis who often reach out for help but are misunderstood or overlooked.

By collaborating with influential figures like Fran Kirby, CALM endeavors to save lives and decrease the tragic impact of suicide among young women in the UK. Together, they strive to create a more supportive and understanding society where mental health is openly discussed and assistance is readily available.

Video Credit: Unseen Signals / Youtubei

Johnnie Walker x Hannah Waddingham

Scotch whisky brand Johnnie Walker teamed up with Ted Lasso star Hannah Waddingham to launch the 'Match Day Memos' campaign. The aim of this campaign is to unite the nation in watching women's sports and address the issue of women's athletes receiving only 10% of total sports coverage.

The campaign, which was launched on July 14th, also collaborated with illustrator, model, and creator Monica Ahanon. Together, they created limited-edition tops featuring messages promoting gender equity in sports. Additionally, the campaign partnered with the women-owned sports news outlet Just Women’s Sports to help bring women's sports to a wider audience. The Women’s Sports Foundation was also involved, aiming to foster a culture that supports women's sports.

Video Credit: JohnnieWalkerUS / Youtube

A Global Celebration

The Women's World Cup stands as a global celebration of women's sports, igniting a spark that reverberates far beyond the confines of the tournament. As a catalyst for women's sports worldwide, this prestigious event inspires countless aspiring athletes, breaking down barriers and challenging traditional gender norms. With each tournament, the Women's World Cup fosters a surge of interest and investment in women's soccer programs, propelling the sport to new heights of recognition and support. The tournament's immense popularity and media coverage encourage stakeholders to invest in developing female talent and infrastructure, paving the way for a brighter future for women's soccer. As the world unites to celebrate the extraordinary skill and determination of female athletes, the Women's World Cup plays a pivotal role in promoting gender equality in sports.

By providing a platform for women to showcase their talent on an international stage, the tournament challenges stereotypes and prejudices, paving the way for a more inclusive and equitable sporting landscape. As we witness the remarkable impact of the Women's World Cup on women's sports, it becomes evident that the tournament's effects are bound to resonate for generations, leaving a profound and lasting legacy of empowerment and progress.New call-to-action

Eager To Learn More?

Through collaborations and effective marketing, brands were able to increase awareness on the WWC 2023 but also how to make a difference in this ever-changing landscape. If you are interested in reading more about sports, check out these 5 blogs:

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