Speaking of the Women’s World Cup, there are exactly 17 days left to start the main soccer competition on the planet. And our girls continue to do their best on the field to arrive in Australia, host country of the competition alongside New Zealand, very prepared!
This Sunday (2nd) included, the team won a friendly against Chile by 4-0, and this Monday (3rd) they already left for Australia. The debut of the Brazilian Women’s National Team in the World Cup will be on the 24th, against Panama, with a mixed team between veterans and newcomers.
Despite the excitement that the public and brands have shared, it is not news to anyone that, unfortunately, women’s football still has little visibility. Even though it is the biggest sporting event in the world, we know that the women’s sport will still not have the same impact and repercussions as the men’s sport, which usually stops the country.
This differentiation makes it essential for the sponsoring brands to participate in the process of democratizing and encouraging women’s football, and nobody can complain about that. Several brands are hitting a pool! In the friendly against Chile, we had two more highlighted campaigns: Guaraná Antarctica with #OlhaPraElas, and Mastercard with #ElasEmCampo.
Keep an eye on them!
The #OlhaPraElas movement began in the warm-up for the friendly match against Chile, held at the Mané Garrincha Stadium, in Brasília (DF), with the aim of introducing the athletes to the public, shedding light on their stories, and most importantly, convening the entire nation to vibrate during the World Cup.
The selection debuted with unusual shirts, banner and crowded stands! There was a real show at the stadium to show that “the brabas have a name”, and as part of the activation, our warriors wore shirts with names much larger than the numbers, contrary to what happens in traditional uniforms.
Leticia, Bárbara, Camila, Antonia, Bruninha, Kathellen, Lauren, Monica Hickman, Rafaelle, Tamires, Duda Sampaio, Kerolin, Luana, Adriana, Ana Vitória, Ary Borges, Andressa Alves, Geyse, Nycole, Bia Zaneratto, Debinha, Gabi Nunes , Marta, Tainara, Aline Gomes and Angelina. It’s good to memorize, because these are the names that the Brazilian nation will see shine brightly on the field in the coming days!
Meanwhile, in the bleachers, a flag from the #OlhaPraElas movement was opened by the crowd. The field signs and the largest screen in Latin America, which is located in the city, also drew attention to the initiative. And if it’s to honor our girls, Guaraná Antarctica still summoned a crowd to follow the game, including football schools and local teams, athletes and influencers.
Guaraná Antarctica has been a sponsor of the Brazilian National Football Team for over 20 years, and is behind major actions for the visibility and promotion of women’s football.
Football is for women
Still in the presentation of this Sunday’s friendly, the fans were faced with another unusual scene in football. Instead of being accompanied by children, the athletes entered the field alongside… other women! The activation also featured a banner with the phrase “They played for us, so that we can play for those to come. Honoring our legacy is priceless.”
Also during the game of the Brazilian Women’s Football Team this Sunday (02/07), the fans were faced with another unusual scene in football, instead of being accompanied by children, the players entered the field alongside women. The action also featured a banner with the words “They played for us, so we can play for those to come. Honoring our legacy is priceless.”
Carried out by Mastercard in partnership with the Brazilian Football Confederation (CBF), the activation is part of the #ElasEmCampo movement, created by the WMcCann agency. The event brought together 11 former soccer players, with the aim of inspiring the next generation of girls, in addition to highlighting the importance of the theme so that the future of the sport remains alive through the dreams of girls and young athletes.
The former players who accompanied the holders of the Brazilian National Team are Marisa, Fia, Leda, Pelézinha, Cebola, Flordelis, Solange Bastos, Monaliza Souza, Magali Pomba, Nani Enzo and Sandra Cristina. The #ElasEmCampo campaign will be intensified during the Brazilian team’s games in the coming months, addressing different perspectives of women’s sport in Brazil.
Mastercard supports the promotion of gender equity by sponsoring the Brazilian Women’s Football Team and in projects that encourage the presence of women in the different ecosystems related to sport. Last year, for example, the brand produced the webseries ‘Elas em Campo’, gathering stories of women involved in CBF’s technical staff, such as trainers, psychologists and photographers, and bringing the subject up for discussion. Check out one of the episodes below.
In addition to the Brazilian Women’s Football Team, Mastercard is also a sponsor of the CONMEMBOL Libertadores women’s competition and the Copa América, being the first company in history to sponsor this women’s tournament.
Stay tuned to Adnews on Instagram and LinkedIn! For us, leaving the obvious is as obvious as creating and transforming.
The post In friendly, brands stand out in promoting women’s football appeared first on ADNEWS.
