Adidas Rides FIFA Women's World Cup Wave to Marketing Glory

### Adidas Scores Big Time by Elevating the Game of Marketing

It's not just hot dogs and lemonade keeping sports fans cool this summer as the FIFA Women's World Cup suddenly turned into the marketing industry’s goldmine. With fan attention, ticket sales, and broadcast audiences surging - *cue drum roll* -— this year’s Cup is expected to round off with a whopping two billion viewers.

The event has caught the eye of several blue-chip brands like Budweiser, McDonald's, and Unilever, while Frito-Lay leaped in with their largest-ever investment in women’s sports. Adidas, a proud partner of the Women’s World Cup since 1995, saw the event as not just an opportunity to bask in the limelight, but to spotlight the progress and challenges of the sport in achieving equality with men's football.

The centerpiece of Adidas's approach was their campaign "Play Until They Can't Look Away." A vibrant 30-second ad features rising stars Alessia Russo, Lena Oberdorf, and Mary Fowler. Pitched against a backdrop of unexpected settings, their talent shone bright, breaking the conventional portrayal of female athletes. Global Communications Director Women & Adidas, Sina Neubrandt explained the idea was to engage audiences who weren't entirely sold on women’s football, yet in a visually appealing way.

The concept of "Impossible to Ignore" was spurred by Adidas’s mission to lend a voice to women’s football, casting light on the disparities in the sport worldwide. The campaign sought to celebrate these women for their talents, skills, and athleticism. The campaign was an enormous feat, described by Neubrandt as a "beast of a project," representing the strides Adidas has taken in promoting women’s football.

In the grand scheme of marketing, this love affair between soccer and advertising has interesting ramifications. Soccer and our dear friend, digital marketing, both love a good audience. When big brands make big plays in sports advertising, they're not just throwing marketing dollars into the ether; they're tapping into a massive, engaged audience.

In the age of information, content is the undisputed king. That's where we,, come into play. From SEO to content marketing, we at understand the nitty-gritty of effective digital marketing. Our mission is to help you squeeze out every drop of value from your content and digital marketing strategies.

The future of digital marketing then? Who knows, maybe we’ll soon be cheering on a virtual AI World Cup, brought to you by your favorite bubbly brand, Now wouldn't that be a sight for sore eyes?

About The Author

Derek Sturman
Co-founder of, CEO of Panda
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