Womens football World Cup

Women’s football World cup

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Another big fish enters the sponsorship pool.

The success of Australia’s Matilda’s football team will be felt across all sports. Commercially it will have huge ramifications for those sports who are struggling for viability. Rugby union in Australia is one such sport.

The main reason for the success of the Matilda’s lay in winning over the hard-nosed male critics who argued that the skill level was very low, and consequently there would be little growth potential.

My argument has always been based on the quality of performance. In this case individual and team.

If you want to be accepted as an elite sport, individual, or team you must produce excellence. That is why Federer, the All Blacks, Red Bull, Winks, etc. generate vast amounts of sponsorship money.

Having been involved in elite sport I watched the Women’s World Cup semi-final, mainly because I’m English, with not a great deal of expectation. I hadn’t really watched many of the earlier games.

A third of the way through the game, I forgot I was watching women playing football. I was in fact watching two very technically gifted teams, playing an exciting brand of football. Two of the 4 goals scored, would have blessed an English premier league game, Sam Kerrs in particular. This was not a game of kick and rush. There was a high degree of individual technical competency on display and an understanding of the playing style. When players show composure under pressure, you win over the hardnosed male watcher.

That is why women’s football will be watched by ever increasing numbers around the world. The skill level on display must be acknowledged. Young teenagers, boys and girls will idolize and emulate their favorite players. Shirt sales will increase.

Individual, team, and national team sponsorship will be more easily gained. AND at community level the local shopkeeper will be more inclined to throw in a few dollars because enthusiasm is infectious, and all countries need enjoyable community sport.

The National and global viewing figures will be eagerly sought by company marketing departments at the end of Sundays final. Even though Australia are not contenders it will be interesting to see if the semi-final viewing figures are smashed!

Almost a quarter of Australia’s population watched the semi-final.

Watch this space.

Mike Penistone

www.rugbycoachingconsultancy.com

[email protected]