LONDON/AUCKLAND ¨C The unpredictability of the 2023 FIFA Women¡¯s World Cup, with the United States knocked out early and a first-time champion assured, is forcing major global marketers such as Adidas and Nike to move fast to adapt to shoppers¡¯ quick shifts in preferences and demand.
The tournament in Australia and New Zealand promises to be among the most popular standalone women¡¯s sporting events ever held, with FIFA expecting viewing figures of some 2 billion, despite time zone differences that have made it difficult for many Europeans and Americans to tune in.
Adidas and Nike and retailers like Dick¡¯s Sporting Goods and Fanatics have made significant investments in merchandise. Total sponsorship value grew to at least $349 million, from $342 million in 2019, according to GlobalData, with many brands aligning themselves with themes of women¡¯s empowerment.
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