Happy International Women’s Day 2024!

In today’s context, where multiple crises are putting an enormous strain on communities, achieving gender equality is more important than ever. Ensuring women’s and girls’ rights in all aspects of life is the only way to ensure prosperous and just economies, as well as a healthy planet for future generations. 

One of the most significant challenges to achieving gender equality by 2030 is the staggering USD 360 billion annual deficit in gender equality spending. 

Now is the time for change! Join us on March 8, 2024, for International Women’s Day, as we rally around the call to the rise of women’s empowerment.

Recent International Sports Events and Advertising Campaigns for Women:

Fans tilted their heads upward for a better view during the HSBC Women’s World Championship final round on March 3, as all three players in the last flight—Ayaka Furue, Andrea Lee, and Hannah Green—tied for first place at 10 under.

Intermittent cheers erupted from fans scattered across the Sentosa Golf Club’s Tanjong Course as they rooted for their favorite players.

Hannah Green Singapore sentosa club golf champion 2024

Image taken from ParGolf

Despite being counted out after a misstep on the 10th hole, Australia’s Green staged a remarkable comeback. The 2019 Women’s PGA Championship winner birdied four of her final seven holes, including the last three, clinching an unexpected victory and thrilling her supporters.

HSBC advertises at The Heeren 3D Anamorphic screen! The campaign features the tagline “Bringing the world’s best to you.”

The Heeren HSBC Advertisement

Here are Some Misconceptions Brands have about Sponsoring Women’s Sports:

No one watches women’s sports

The ill-conceived notion that not enough people watch women’s sports, which is frequently used to mock ‘boomers’ on social media, also speaks to the traditional—and perhaps dated—practice of measuring sponsorship performance solely by eyeballs. 

 

There’s no business case for women’s sports

For a lot of brands, backing women’s sports falls under the umbrella of corporate social responsibility (CSR). They’re putting money into it because they believe it’s the right thing to do, not necessarily because they expect a big business boost from it.

But here’s the thing: this mindset overlooks the fact that women’s sports fans have serious purchasing power and tend to stick with brands that support their favorite teams and athletes.

The Women’s Sport Trust study also found that 16 percent of the UK population is more inclined to buy from companies backing women’s sports, compared to 13 percent for those sponsoring men’s sports.

 

Only women watch women’s sports

While acknowledging that this mindset is starting to change, the chief marketing officer at Sports Innovation Lab (SIL), Waldhorn, points out another common misunderstanding among brands. They often assume that the audience for women’s sports is mostly women, which they think limits the reach for sponsors trying to target men too.

 

It isn’t worth the money

There could be a few reasons for this. Firstly, there’s a lack of historical comparisons to help brands or rights holders figure out the value of standalone women’s sponsorship opportunities. Some marketing executives might struggle to justify the spending to their higher-ups. It might also circle back to the argument about how many people are watching.

 

Another example of how few industries sponsor women’s sports is in this article by Time. It talks about how the FIFA Women’s World Cup faces a huge shortfall in sponsorship compared to the men’s tournament just eight months ago.

FIFA 2022 The perfect Media

Image taken from ABC News

Highlighting a missed chance for brands to connect with an enthusiastic audience.

Despite securing more sponsors than ever before, it appears these partnerships haven’t quite hit the mark yet. The estimated sponsorship revenue for this summer’s women’s event is $300 million, a far cry from the $1.7 billion generated for the Qatar tournament.

Read Times Article

Speaking of the FIFA Women’s World Cup, we are all also getting excited about the UEFA coming up.

Just earlier this year, Adidas launched their advertisement for their SuperNova shoe line at Queensway Shopping Centre, making their creative ad unmissable on our Giant Digital LED Screen.

Adidas Supernova at Queensway Shopping Centre

Adidas advertisement at Queensway Shopping Centre LED

Adidas’ Francesca Sullivan went off the pitch to play a part in the rise of women’s football at one of the world’s biggest sports companies.

Since Francesca’s time as a player, women’s football has grown in popularity and maturity. Women’s football has become the world’s fastest-growing sport, with viewing figures and attendance steadily increasing from tournament to tournament. In recent seasons, we have seen record-breaking match attendance, game-changing broadcast and sponsorship deals, and more leagues announcing the professionalization of women’s football across Europe.

According to FIFA, 29 million girls and women worldwide are participating in the game, demonstrating its increased popularity. FIFA intends to double this figure to 60 million by 2026. This commitment from football’s global governing body demonstrates that there is still significant investment to be made in women’s football and that growth will not slow down anytime soon!

Read more here

And lastly, on March 8 of last year (2023), The Perfect Media also did a creative campaign at Queensway Shopping Centre and People’s Park Complex digital LED screens:

Queensway shopping center women's day 2023 visual

Queensway Shopping Centre

People’s Park Complex

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