Strategic Branding Essential for Sustaining the Momentum Gained by the Women's Football Team (Lionesses)
The Women's Euros have the spotlight on the Lionesses, and with the tournament, domestic clubs have an opportunity to convert national fans into supporters of their teams. A successful brand strategy is crucial to build connections, loyalty, and attract lucrative partnerships.
The media narrative surrounding women's football has focused on equality, inclusivity, and growth – aspects that clubs must address. Creating more competitive games and showcasing the rivalry, jeopardy, and competitiveness that fans love is essential. French telecom Orange cleverly addressed this with their recent campaign that highlighted the technical skills of the French women's team by editing them to appear as male players, revealing the truth at the end.
Embracing club legacy is vital, but it can be complex when dealing with the disrupted history of the women's game. Arsenal has successfully tackled this issue by uniting their men's and women's teams under one fanbase, fostering a sense of shared history.
As the 2022 Euros commenced, Arsenal was in a prime position to capitalize on the success of their England players. Other clubs must strategically position themselves to attract fans fascinated by the women's teams. The upcoming Women's Super League season will see the debut of the London City Lionesses, a new independent women's club. They will write a fresh playbook for the women's football club landscape as they challenge established teams like Arsenal, Chelsea, West Ham, and Tottenham.
A successful brand strategy goes beyond defining the club's values; it necessitates bringing those values to life in every aspect of the fan experience. Everton's decision to make Goodison Park the home of their women's team will help leverage the stadium's legacy, creating a compelling matchday experience tailored for the fans they aim to attract. The first-of-its-kind retail destination, "Style of Our Own," in Regent's Street, speaks to the growing demand for authentic experiences in women's sports.
Strategic partnerships also play a crucial role in promoting the women's game. The higher engagement in the sport offers an attractive entry point for new brand partners, especially those that haven't ventured into sports before. Women's football is more exciting than ever, but building lasting and powerful brand identities will be vital to capturing fans in the long term.
Daisy Noble is strategy director at creative brand agency The Clearing.
Insights:To effectively convert casual Euros fans into loyal supporters of women's football clubs during the regular season, clubs should focus on three key areas:
- Star Power and Athlete Accessibility: Utilize the appeal of star players to build and maintain engagement with fans.
- Authentic, Inclusive Brand Identity: Create a brand that resonates with diverse audiences and emphasizes inclusivity and community values.
- Streaming and Digital Platforms: Leverage digital platforms to showcase more content, build visibility, and foster ongoing interest in the brand.
- To attract fans inspired by the Women's Euros into dedicated supporters of women's football clubs during the regular season, clubs might capitalize on the star power of players, offering engagements that foster a lasting connection.
- In order to resonate with diverse audiences and create a loyal fanbase, women's football clubs should develop an authentic and inclusive brand identity that embodies the principles of equality and community.
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