Beyond the World Cup: how brands can help kick off a new dawn for women’s sport


‘Events like the Tokyo Olympics are yet another opportunity for girls to find new athletes that inspire them.

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This Fifa Women’s World Cup has been the most successful ever ‘ drawing financial backing from household names as well as record viewing figures. Now, sponsors and broadcasters have an opportunity to carry on the momentum beyond football and herald in a new dawn for women’s sport; and those who embrace it will reap the rewards.

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On Sunday (7 July) the United States won the trophy for a record fourth time following a victory against the Netherlands in France. Earlier on in the tournament, Brazilian midfielder Formiga rewrote history as the oldest player to compete at 41-years-old, she also took the crown for the most separate World Cup’s appearances (by either a male or female player).


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In case you are keeping track:

Women’s World Cup 2019 | Getty Images best photos, Cassie Trotter

Australia may never have fully understood how devastated Sam Kerr was about crashing out of this World Cup if not for Hannah Peters.

As the Matildas captain sat forlornly on the pitch after missing her penalty an ill-fated shootout against Norway, Peters was there with her camera.

The Getty Images photographer had exclusive access, via the content agency’s partnership with FIFA, to capture Kerr in her quiet moment of reflection.

Australia saw a side of the football superstar far removed from the backflipping, free-scoring megastar who netted four goals against Jamaica the previous game.

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