Pay-related issues in the lead-up to this year’s

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Tournament. In fact, with little to no support from its home federation, the Jamaican women’s team had to set up multiple fundraisers and crowdfunders to cover its participation costs. However, things are starting to change, and the playing field is leveling. One of the most noticeable markers of change in professional soccer is the fact that this year’s tournament is being led by FIFA’s first Chief Women’s Football Officer, Sarai Bareman. With Bareman at the helm, this tournament promises to be a game changer. In , FIFA’s rules on maternity leave were rewritten to reflect fairer, more realistic terms. These rules were strengthened by regulations that will enforce fines as well as transfer bans on clubs that discriminate against players during pregnancy. Building on these positive shifts, Bareman has curated partnerships, as well as communications, geared towards sharing a message of empowerment and equality while shining a brighter


floodlight on the epic prowess of professional women’s football. Given these developments, there is a clear opportunity to develop marketing campaigns that drive social change while capturing some of the most memorable moments B2B Email List in women’s football. This year, one of the major brand partners of both FIFA and the England team is none other than Google. To promote Google Pixel’s new photographic function, ‘unblur’, the brand teamed up with ‘Lioness’ Lauren James to promote female empowerment. dmi video thumbnail Join for FREE to access this video This slick and punchy video campaign centers around stopping and taking notice: a marketing metaphor for the level of empowerment and star quality that this year’s tournament







promises to showcase. Top tip: Read our Girls In Sport - Marketing and Awareness blog for tips and inspiration on crafting meaningful marketing campaigns that connect with your target audience on a more personal as well as emotional level. Connect with your audience during this year’s tournament As professional women’s soccer continues gaining momentum and migrating further towards the mainstream arena, an increasing number of brands are looking to leverage this year’s tournament in their marketing campaigns. From the Barclays Women’s Super League to Lewes FC’s inspirational #WomenInFootball video campaign, social media is already proving to be an exciting,