Advertising for the upcoming 2023 FIFA Women’s World Cup is selling at an unprecedented pace, with US broadcaster FOX Sports having sold 90% of its matchday inventory a month before the tournament begins.
FOX has shattered records in ad sales as excitement builds up around women's sports, with this year's forthcoming event featuring more matches. The tournament will host 32 teams instead of the 24 that competed in France two years ago. This increased number means 12 more games to market and transmit on both cable service FS1 and FOX's over-the-air network.
The US team, known for their impressive performance during previous tournaments, are also favourites to win a third consecutive world title, which can drive record revenues for FOX Sports.
More than one million tickets have already been sold ahead of the event scheduled to begin in Australia and New Zealand on September 20 this year - another testament to the growth in commercial interest since the last tournament held two years ago.
FIFA is also expected to benefit from greater sponsorship deals as it sells broadcast rights independently from men’s football matches. As FIFA agrees new broadcast deals for European countries, it sets a new precedent towards valuing women’s football separately, rather than merely an add-on feature.
Several key brands have partnered with various parts of broadcasting, such as Verizon sponsoring pre-game shows, while Volkswagen will sponsor half-time shows. Google will also sponsor ‘bridge’ shows between matches, making vast progressions towards normalising advertising support towards women's sports events.
Women's sports are gaining momentum worldwide thanks to athletes' hard work, coupled with greater media representation across different platforms, allowing glob audiences to access better visibility into these events.
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