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The last women’s World Cup in France left no doubt that women’s football continues to grow greatly across the globe. Achieving an impact similar to that of the men’s game is still a long way off, but it is a goal that could be reached with the right marketing strategy.
Currently, the majority of high-level women’s teams are sections of historic men’s clubs. Normally women play in smaller stadiums, but more and more these matches are being played in the big stadiums of European football. Last year, for example, the women’s match between Atlético de Madrid and FC Barcelona at the Wanda Metropolitano and brought together 60,739 spectators; a world record to date. A success that has also been seen in games like Athletic Bilbao against Atlético de Madrid which drew 48,121 spectators in San Mamés. Other grounds such as Valencia CF´s Mestalla and Levante’s Ciutat de València, have already been the setting for the city’s derby for the past three seasons.
In Britain, the growing interest women’s football also seems unstoppable: 31,213 spectators attended the Manchester derby between City and United at the Etihad Stadium in September 2019 Never before had the Women’s Super League registered such a high number number of fans in a stadium to watch a women’s football match.
More and more sponsors are interested in driving this boom in women’s football. They represent brands that are looking for a different user profile than traditional football. That is why in most cases the sponsorship pyramids pyramids for the men’s and women’s teams within the same club are different. It is therefore essential that, for the two different brands (men’s football and women’s football) to be effective, an almost complete transformation of the large men’s stadiums into versatile venues for both products be carried out. This is made possible in a matter of hours by the reversible advertising system patented by MolcaWorld,which can be operated by the club’s own workers in a few hours.
In this way a Valencia CF match in Mestalla would be dominated by sponsorship images headed by Bwin, while in a women’s match it would be the Teika brand dedicated to healthy food vending, which would have greater visibility. . And all without losing the club’s defining essence or colours.
The same stadium, the same colours, 2 different sponsorship pyramids. This is Molcaworld’s great proposal for further the great boom of women’s football.