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With the recent success of campaigns such as Sport England’s “This Girl Can”, the start of the FIFA Women’s World Cup in Canada this week comes at a time when interest in women’s sport is growing. However, while broadcasters and industry bodies are making moves to tap into the opportunity many brands, including FIFA sponsors, have been slower on the uptake.
After FIFA president Sepp Blatter’s shock resignation yesterday amid an ongoing investigation into corruption at the world football body, several sponsors including McDonald’s and Visa have backed his exit. However major brands such as Nike, Coca-Cola and Adidas have all suffered negative brand sentiment due to their connection with FIFA.