Advertisers are using the Women’s World Cup to appeal to a new football audience, as TV spots for gambling, drink and flashy cars are replaced by audiobooks, healthy food and family-friendly content.
Brands want to be associated with a boom in women’s football and sponsorship from big names such as Visa and McDonald’s means they think it will last, experts said.
Major brands have invested in slick adverts that show England’s Alessia Russo dribbling through a supermarket for Adidas and youngsters imitating Australian superstar Sam Kerr’s trademark back-flip for Nike.
An inventive video by French mobile network Orange showed what appeared to be pulsating scenes from the men’s game – only to reveal that the footage was an AI ruse and the thrilling football was really being played by women.
During this week’s round of 16, international skincare brands L'Oreal and Eucerin and women’s deodorants Sure and Dove put their products under TV viewers' noses at half time.
Some of these would be far less likely during a men’s game, where viewers are assumed to like betting – then to mysteriously want a payday loan an advert or two later.
But this is not a Barbie caricature of what women want. Brands have realised that the World Cup has an all-the-family audience and there are campaigns by holiday website Booking.com, Marks & Spencer’s food and breakfast cereal Weetabix.
Meg Templeton, director of global brand partnerships at content creation business Footballco, said the company’s research found that “literally everyone is excited about this tournament”.
The breadth of the audience "has been a little shocking to brands" who thought it would appeal mainly to women, she told The National.
“But the audience in general is super, super broad and big now, and growing.”
Growing audience
The interest from brands has been reflected in impressive World Cup viewership. The average attendance in the group stage was 25,476, an increase of 29 per cent compared with the 2019 tournament in France.
Australia’s final group game against Canada drew a TV audience of 2.4 million in the host nation, higher than any of their matches at the men’s World Cup in 2018 or 2022.
Advertisers in England are cashing in on a surge in interest since the Lionesses won Euro 2022 last summer.
Attendances at the Women’s Super League, the top division in England, more than doubled in 2022-2023. The Women’s FA Cup final sold out Wembley for the first time with 77,390 watching Chelsea win the trophy, a world record for a women's domestic game.
Marks & Spencer’s adverts encourage healthy eating under the slogan “eat like a Lioness”, in a campaign featuring Lauren James, Georgia Stanway and Alessia Russo. There was also a photoshoot with the England team in M&S blazers.
Younger Generation Z viewers are particularly keen on content focusing on individual players and “people have a bigger affinity for brands that therefore support those players”, Ms Templeton said.
A recruitment advert for Britain’s Royal Air Force, which has been shown during the World Cup, shows a woman marshalling efforts to prevent a space collision in what is meant to be a symbol of a “modern, future-facing RAF”.
There have also been TV adverts for audiobooks, airlines, holidays, video games, family cars, soft drinks, crisps and oven chips. Visa sponsors player-of-the-match awards and McDonald’s has the rights to the fair play prize.
Dr Christina Philippou, a football finance expert who contributed to a UK government review of the women’s game, said advertisers who “want to be associated with success” were trying to send positive messages.
“There is a difference between the standard football audience and what you would see attending women’s games. There’s obviously a lot more families, there’s a lot more women. The community is a lot more diverse,” she said.
“What we are seeing is people being given a chance to watch football in a safe environment and that brings diversity with it. The sponsors are following suit and trying to show that same message.”
Online and social media adverts are also key as matches take place in Australia and New Zealand’s time zones and fans in the rest of the world often catch up online.
Chelsea jumped on Lauren James’s emergence for England to advertise tickets to see her at domestic games. The social media drive hit a snag when she was sent off against Nigeria.
“It’s a World Cup that, more than the last World Cup, is taking place outside of 90 minutes on the pitch because of that time difference and because of the way that people want to consume content now,” Ms Templeton said.
“They can’t just rely on the TV advertising for this one if they want to make sure the story’s going throughout the day. If you’re advertising on TV at 8.30am, what happens during prime time?”
A combination of the men’s winter World Cup in Qatar and some pandemic-related rescheduling means women have dominated the footballing airwaves for two straight summers.
They think this is something that’s here to stay
Dr Christina Philippou,
football finance expert
An exciting tournament this year, in which favourites such as Germany and the US have gone out early while underdogs Haiti, Jamaica and Morocco have impressed, has been a good advert for women's football.
With the next major international tournament not until Euro 2025, the test is now whether brands will sustain their interest at what Adidas has called a “tipping point for the women’s game”.
Preparations for the World Cup were clouded when Fifa accused networks of making miserly offers for broadcast rights and threatened a blackout in the big five countries – England, Spain, Germany, Italy and France.
But there is hope that this is a breakthrough moment, with Google this week announcing a partnership with Arsenal and Liverpool to “reduce the visibility gap” around women’s football.
Dr Philippou said big-name sponsors who would not tend to throw money at short-term projects were treating women’s football as a long-term investment.
“If you’re looking at stuff that might not be sustainable, you’re normally going to get the less big brands. But we are seeing the likes of Barclays and Visa. There’s been a lot of big brands that have been involved recently,” she said.
“Inevitably there might be blips along the way. But in terms of a long-term project and the long-term sustainability, I think the indications, at least from the sponsors, are that they think this is something that’s here to stay.”
UAE currency: the story behind the money in your pockets
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The specs
Engine: Four electric motors, one at each wheel
Power: 579hp
Torque: 859Nm
Transmission: Single-speed automatic
Price: From Dh825,900
On sale: Now
Killing of Qassem Suleimani
Benefits of first-time home buyers' scheme
- Priority access to new homes from participating developers
- Discounts on sales price of off-plan units
- Flexible payment plans from developers
- Mortgages with better interest rates, faster approval times and reduced fees
- DLD registration fee can be paid through banks or credit cards at zero interest rates
What can victims do?
Always use only regulated platforms
Stop all transactions and communication on suspicion
Save all evidence (screenshots, chat logs, transaction IDs)
Report to local authorities
Warn others to prevent further harm
Courtesy: Crystal Intelligence
The smuggler
Eldarir had arrived at JFK in January 2020 with three suitcases, containing goods he valued at $300, when he was directed to a search area.
Officers found 41 gold artefacts among the bags, including amulets from a funerary set which prepared the deceased for the afterlife.
Also found was a cartouche of a Ptolemaic king on a relief that was originally part of a royal building or temple.
The largest single group of items found in Eldarir’s cases were 400 shabtis, or figurines.
Khouli conviction
Khouli smuggled items into the US by making false declarations to customs about the country of origin and value of the items.
According to Immigration and Customs Enforcement, he provided “false provenances which stated that [two] Egyptian antiquities were part of a collection assembled by Khouli's father in Israel in the 1960s” when in fact “Khouli acquired the Egyptian antiquities from other dealers”.
He was sentenced to one year of probation, six months of home confinement and 200 hours of community service in 2012 after admitting buying and smuggling Egyptian antiquities, including coffins, funerary boats and limestone figures.
For sale
A number of other items said to come from the collection of Ezeldeen Taha Eldarir are currently or recently for sale.
Their provenance is described in near identical terms as the British Museum shabti: bought from Salahaddin Sirmali, "authenticated and appraised" by Hossen Rashed, then imported to the US in 1948.
- An Egyptian Mummy mask dating from 700BC-30BC, is on offer for £11,807 ($15,275) online by a seller in Mexico
- A coffin lid dating back to 664BC-332BC was offered for sale by a Colorado-based art dealer, with a starting price of $65,000
- A shabti that was on sale through a Chicago-based coin dealer, dating from 1567BC-1085BC, is up for $1,950
Sholto Byrnes on Myanmar politics
Killing of Qassem Suleimani
2025 Fifa Club World Cup groups
Group A: Palmeiras, Porto, Al Ahly, Inter Miami.
Group B: Paris Saint-Germain, Atletico Madrid, Botafogo, Seattle.
Group C: Bayern Munich, Auckland City, Boca Juniors, Benfica.
Group D: Flamengo, ES Tunis, Chelsea, Leon.
Group E: River Plate, Urawa, Monterrey, Inter Milan.
Group F: Fluminense, Borussia Dortmund, Ulsan, Mamelodi Sundowns.
Group G: Manchester City, Wydad, Al Ain, Juventus.
Group H: Real Madrid, Al Hilal, Pachuca, Salzburg.
Global state-owned investor ranking by size
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UAE currency: the story behind the money in your pockets
Innotech Profile
Date started: 2013
Founder/CEO: Othman Al Mandhari
Based: Muscat, Oman
Sector: Additive manufacturing, 3D printing technologies
Size: 15 full-time employees
Stage: Seed stage and seeking Series A round of financing
Investors: Oman Technology Fund from 2017 to 2019, exited through an agreement with a new investor to secure new funding that it under negotiation right now.
More from Neighbourhood Watch:
Jetour T1 specs
Engine: 2-litre turbocharged
Power: 254hp
Torque: 390Nm
Price: From Dh126,000
Available: Now
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Tearful appearance
Chancellor Rachel Reeves set markets on edge as she appeared visibly distraught in parliament on Wednesday.
Legislative setbacks for the government have blown a new hole in the budgetary calculations at a time when the deficit is stubbornly large and the economy is struggling to grow.
She appeared with Keir Starmer on Thursday and the pair embraced, but he had failed to give her his backing as she cried a day earlier.
A spokesman said her upset demeanour was due to a personal matter.
What are the main cyber security threats?
Cyber crime - This includes fraud, impersonation, scams and deepfake technology, tactics that are increasingly targeting infrastructure and exploiting human vulnerabilities.
Cyber terrorism - Social media platforms are used to spread radical ideologies, misinformation and disinformation, often with the aim of disrupting critical infrastructure such as power grids.
Cyber warfare - Shaped by geopolitical tension, hostile actors seek to infiltrate and compromise national infrastructure, using one country’s systems as a springboard to launch attacks on others.
Our legal consultant
Name: Hassan Mohsen Elhais
Position: legal consultant with Al Rowaad Advocates and Legal Consultants.
What are the influencer academy modules?
- Mastery of audio-visual content creation.
- Cinematography, shots and movement.
- All aspects of post-production.
- Emerging technologies and VFX with AI and CGI.
- Understanding of marketing objectives and audience engagement.
- Tourism industry knowledge.
- Professional ethics.
Killing of Qassem Suleimani
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Our legal consultant
Name: Hassan Mohsen Elhais
Position: legal consultant with Al Rowaad Advocates and Legal Consultants.
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Results
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Guide to intelligent investing
Investing success often hinges on discipline and perspective. As markets fluctuate, remember these guiding principles:
- Stay invested: Time in the market, not timing the market, is critical to long-term gains.
- Rational thinking: Breathe and avoid emotional decision-making; let logic and planning guide your actions.
- Strategic patience: Understand why you’re investing and allow time for your strategies to unfold.
The specs
Engine: Direct injection 4-cylinder 1.4-litre
Power: 150hp
Torque: 250Nm
Price: From Dh139,000
On sale: Now
Du Football Champions
The fourth season of du Football Champions was launched at Gitex on Wednesday alongside the Middle East’s first sports-tech scouting platform.“du Talents”, which enables aspiring footballers to upload their profiles and highlights reels and communicate directly with coaches, is designed to extend the reach of the programme, which has already attracted more than 21,500 players in its first three years.
Tentative schedule of 2017/18 Ashes series
1st Test November 23-27, The Gabba, Brisbane
2nd Test December 2-6, Adelaide Oval, Adelaide
3rd Test Dcember 14-18, Waca, Perth
4th Test December 26-30, Melbourne Cricket Ground, Melbourne
5th Test January 4-8, Sydney Cricket Ground, Sydney
MATCH INFO
England 241-3 (20 ovs)
Malan 130 no, Morgan 91
New Zealand 165 all out (16.5ovs)
Southee 39, Parkinson 4-47
England win by 76 runs
Series level at 2-2
Directed by Sam Mendes
Starring Dean-Charles Chapman, George MacKay, Daniel Mays
4.5/5
If you go
The flights
Emirates flies from Dubai to Seattle from Dh5,555 return, including taxes. Portland is a 260 km drive from Seattle and Emirates offers codeshare flights to Portland with its partner Alaska Airlines.
The car
Hertz (www.hertz.ae) offers compact car rental from about $300 per week, including taxes. Emirates Skywards members can earn points on their car hire through Hertz.
Parks and accommodation
For information on Crater Lake National Park, visit www.nps.gov/crla/index.htm . Because of the altitude, large parts of the park are closed in winter due to snow. While the park’s summer season is May 22-October 31, typically, the full loop of the Rim Drive is only possible from late July until the end of October. Entry costs $25 per car for a day. For accommodation, see www.travelcraterlake.com. For information on Umpqua Hot Springs, see www.fs.usda.gov and https://soakoregon.com/umpqua-hot-springs/. For Bend, see https://www.visitbend.com/.
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How to get there
Emirates (www.emirates.com) flies directly to Hanoi, Vietnam, with fares starting from around Dh2,725 return, while Etihad (www.etihad.com) fares cost about Dh2,213 return with a stop. Chuong is 25 kilometres south of Hanoi.
Indian origin executives leading top technology firms
Sundar Pichai
Chief executive, Google and Alphabet
Satya Nadella
Chief executive, Microsoft
Ajaypal Singh Banga
President and chief executive, Mastercard
Shantanu Narayen
Chief executive, chairman, and president, Adobe
Indra Nooyi
Board of directors, Amazon and former chief executive, PepsiCo
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Brief scores:
Huesca 0
Real Madrid 1
Bale 8'
MORE ON CORONAVIRUS & THE ECONOMY
MATCH INFO
What: 2006 World Cup quarter-final
When: July 1
Where: Gelsenkirchen Stadium, Gelsenkirchen, Germany
Result:
England 0 Portugal 0
(Portugal win 3-1 on penalties)
UAE SQUAD FOR ASIAN JIU-JITSU CHAMPIONSHIP
Men’s squad: Faisal Al Ketbi, Omar Al Fadhli, Zayed Al Kathiri, Thiab Al Nuaimi, Khaled Al Shehhi, Mohamed Ali Al Suwaidi, Farraj Khaled Al Awlaqi, Muhammad Al Ameri, Mahdi Al Awlaqi, Saeed Al Qubaisi, Abdullah Al Qubaisi and Hazaa Farhan
Women's squad: Hamda Al Shekheili, Shouq Al Dhanhani, Balqis Abdullah, Sharifa Al Namani, Asma Al Hosani, Maitha Sultan, Bashayer Al Matrooshi, Maha Al Hanaei, Shamma Al Kalbani, Haya Al Jahuri, Mahra Mahfouz, Marwa Al Hosani, Tasneem Al Jahoori and Maryam Al Amri
About Karol Nawrocki
• Supports military aid for Ukraine, unlike other eurosceptic leaders, but he will oppose its membership in western alliances.
• A nationalist, his campaign slogan was Poland First. "Let's help others, but let's take care of our own citizens first," he said on social media in April.
• Cultivates tough-guy image, posting videos of himself at shooting ranges and in boxing rings.
• Met Donald Trump at the White House and received his backing.
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The specs: 2019 Haval H6
Price, base: Dh69,900
Engine: 2.0-litre turbocharged four-cylinder
Transmission: Seven-speed automatic
Power: 197hp @ 5,500rpm
Torque: 315Nm @ 2,000rpm
Fuel economy, combined: 7.0L / 100km
MATCH INFO
Uefa Champions League semi-final, first leg
Tottenham 0-1 Ajax, Tuesday
Second leg
Ajax v Tottenham, Wednesday, May 8, 11pm
Game is on BeIN Sports
ESSENTIALS
The flights
Emirates flies from Dubai to Phnom Penh via Yangon from Dh2,700 return including taxes. Cambodia Bayon Airlines and Cambodia Angkor Air offer return flights from Phnom Penh to Siem Reap from Dh250 return including taxes. The flight takes about 45 minutes.
The hotels
Rooms at the Raffles Le Royal in Phnom Penh cost from $225 (Dh826) per night including taxes. Rooms at the Grand Hotel d'Angkor cost from $261 (Dh960) per night including taxes.
The tours
A cyclo architecture tour of Phnom Penh costs from $20 (Dh75) per person for about three hours, with Khmer Architecture Tours. Tailor-made tours of all of Cambodia, or sites like Angkor alone, can be arranged by About Asia Travel. Emirates Holidays also offers packages.
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