The sponsors' media return in the 2023 Women's World Cup reached US$ 344 million. adidas and Nike at the top

The FIFA Women's World Cup? was a resounding success, with 2 million fans in the stadiums, a record in tickets sales, and high TV and social media viewership.

According to 欧睿 the event exceeded all expectations, and reached 2 billion viewers worldwide, a 78% increase from the 2019 edition in France, which had already seen +50% growth.

Many brands participated in the festivities and gained media exposure through their sponsorships during the event.

Today's topic is an incredible study conducted by Relo Metrics , a company that evaluates brand return on broadcasts and social media.

The sponsors media return accounted for US$ 344 million.

Relo's data shows many statistics that, when consolidated, demonstrate a significant return on investment for brands during the event.

The analysis highlights the power of broadcasts in the total brand value. For sports goods brands, this is a significant amount.

阿迪达斯 stands out as it not only sponsors national teams but also holds event properties (such as signage, referees, the ball). 耐克 with many teams tried to balance the competition.

Sports goods brands received US$ 95 million in media return, compared to US$ 73 million from food and beverage and US$ 38 million from the financial sector.

Sports goods brands received US$ 66 million from match kit partnerships (70% of the total).

Broadcast exposure value

The analysis identified a total media return on broadcast exposure value of US$ 276 million, coming from brand exposure on LED boards.

Adidas and Visa, each with US$ 28 million in return, were the huge returns.

As the competition progresses, viewership numbers rise, and the impact per game return surges compared to the group stage.

Social media value

The total social media value return for brands in the event amounted to US$ 30 million. Instagram was responsible for 43% of the return, even though it represents 36% of the content.

Facebook demonstrated its strength and emerged as the second most influential digital channel for brands.

FIFA channels produced US$ 6 million in social media return.

It's interesting to note which digital platforms had the most significant impact on brands in terms of digital return. (Excluding FIFA).