Brazil was elected as the headquarters of the 2027 FIFA Women’s World Cup, a historic and promising moment for women’s football and for the country. This is the first time that the (women’s) event will take place on Brazilian soil, promising an exciting and engaging celebration. During the Congress of FIFAin Thailand, Brazil surpassed the European competition, formed by Germany, Belgium and the Netherlands, receiving 60% of the votes.
With the proximity of the public and fans, the Brazilian team has the potential to perform even better, benefiting from the support of the fans and familiarity with the environment. The last Women’s World Cup, in 2023, took place in Australia and New Zealand and won over a global audiencereaching surprising audience levels.
Furthermore, it provided incredible opportunities for female players. Brands promoted beautiful support campaigns and established lasting partnerships with athletes. A FIFA Women’s World Cup 2023 was a true revelation of starsnot only on the field, but also in advertising.
But, what can brands do in the interval until the next World Cup? Now, brands have a window of opportunity to engage with the public and with women’s football, not just opportunistically, but with a long-term vision.
According to experts, investing in women’s football is not just a matter of immediate numbers, but of building a lasting and sustainable legacy for the sport. Anticipation and strategic planning are essential to maximizing the impact of marketing and sponsorship initiatives.
A study carried out in the United Kingdom found that 16% of people prefer to buy products from brands that sponsor teams and female athletes. Data from the Women’s Sport Trust (WST) also shows that 29% of respondents have a positive opinion of companies that sponsor women’s sports.
In this way, the participation of brands in the sport not only boosts the sport, but also reflects a cultural change towards gender equity and diversity in the business world.
In an interview, Tamires, left-back for the Brazilian National Team and Corinthians, expressed her excitement at the prospect of the World Cup in Brazil and highlighted the visibility that the event can provide, considering the stadiums are full when the Women’s National Team plays in Brazil. Other athletes also showed their satisfaction and happiness in hosting the World Cup on their social networks.
In fact, Marta, the “queen of football”, got emotional when talking about the competition hosted in Brazil and left the future of her career with the national team open. The player had already announced her retirement, but may change her mind to play in the World Cup in 2027.
What made Brazil chosen?
The choice of Brazil as host was mainly influenced by the country’s experience in hosting major sporting events, such as the 2014 World Cup and the 2016 Olympic Games, in addition to its infrastructure (large stadiums), government support, audience, training centers, and of course, many trained professionals in the country.
Close to the announcement of the country that would host the 2027 FIFA Women’s World Cup, the Ministry of Sports took a risk and launched the ‘It’s All Ready’ campaign, further promoting Brazil’s candidacy. The film highlights the country as a “natural choice” to host the event. Check out the full film.
The campaign has the participation of athletes Cristiane, Tainá and former player Daniela, and argues that all the necessary infrastructure for the competition is already prepared, including stadiums, airports, hotel network and logistics.
According to the CBF announcement, ten stadiums will be used for the tournament, distributed across ten host cities, including São Paulo, Rio de Janeiro, Brasília and Belo Horizonte. Check out the chosen stadiums in the post.
The 2027 Women’s World Cup promises to not only be a marquee sporting event, but also a platform to drive significant change in women’s football, and in society as a whole. It is worth following the movement, as well as eagerly awaiting this great event, with the expectation of becoming champion.
*Cover photo: Lívia Villas Boas/ CBF
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