With all eyes on the FIFA World Cup in Russia right now, we wanted to take a look into the women’s counterpart and its great potential to grow. Women’s football, or soccer, continues to be a less prevalent sport in comparison to their male counterparts.
Thankfully, recent marketing campaigns and certain clubs have been making strides towards increasing awareness and popularity of women’s football. To quantify, the Women’s World Cup final match in 2015 had a record-breaking number of viewers at 22.85 million; it became the most watched football game in American television history, for both men and women (Marketing Soccer in America).
However, the gender inequality is still obvious as the prize money for the American women winning the world cup in 2015 was $2,000,000, while the US men’s team got $8,000,000 just for qualifying for the World Cup in 2014.
Although men’s football typically brings in more revenue in countries with successful men’s teams like Germany or Spain, the prize pool for the American Women’s World Cup team is irrationally low because the American Women’s World Cup games did bring in more money than the 4 matches that the men participated in during the Men’s World Cup. Clearly, women’s football needs to gain support, and strategic marketing can really make positive impact.