[et_pb_section bb_built=”1″ _builder_version=”3.0.47″][et_pb_row custom_padding=”16px|0px|16.7882px|0px” _builder_version=”3.0.47″ background_size=”initial” background_position=”top_left” background_repeat=”repeat”][et_pb_column type=”4_4″][et_pb_text admin_label=”Introducci\u00f3n ” _builder_version=”3.1.1″]<\/p>\n
June and July remain the most emotional months of the year in the soccer world. Teams of athletes will compete in the Women’s World Cup<\/strong><\/a>, with this year\u2019s roster boasting the highest participation in the competition\u2019s history.<\/p>\n [\/et_pb_text][et_pb_text admin_label=”Girls Power” _builder_version=”3.1.1″]<\/p>\n [\/et_pb_text][et_pb_text admin_label=”Girls Power” _builder_version=”3.1.1″]<\/p>\n The World Cup showcases the growing importance of women\u2019s soccer, and it is on course to hit multiple milestones this year. In April, FIFA<\/a> announced that over 720,000 tickets had been sold, setting a new record for the category.<\/strong><\/p>\n One reason for this surge in interest in women\u2019s soccer\u2014especially among women\u2014is the feminist movement<\/strong>. It has been continuously gaining ground in all societal spheres, encouraging women to occupy spaces once considered to be solely for men, including soccer.<\/p>\n This empowerment, present both on and off the playing field, presents an excellent opportunity for brands and companies. But, are brands participating in this game themselves, or are they simply leveraging the opportunity to convey their own messages?<\/strong><\/p>\n [\/et_pb_text][et_pb_text admin_label=”SPONSORSHIP ALONE IS NOT ENOUGH” _builder_version=”3.1.1″]<\/p>\n [\/et_pb_text][et_pb_text admin_label=”SPONSORSHIP ALONE IS NOT ENOUGH” _builder_version=”3.1.1″]<\/p>\n The example of soccer shows that communication is an agent of female empowerment. Support from large companies generates visibility and creates public interest<\/strong>, thus attracting media attention and raising general interest in their brand.<\/p>\n But, what do athletes, fans, consumers and even society itself expect of companies? The answer is commitment<\/em>.<\/strong> Ada Hegerberg,<\/a> star of the Norwegian team, refused to play on her national team during this year\u2019s World Cup as a form of protest, demanding total gender equality for soccer players. Since her 2017 announcement that she would boycott the World Cup, the NFF (Norwegian Soccer Federation<\/a>) promised to eliminate gender-based salary differences (amounting to 40 percent), but Hegerberg asserted that this is not just an issue of money, but also of training and professionalism.<\/strong><\/p>\n [\/et_pb_text][et_pb_text admin_label=”SOCIAL RESPONSIBILITY: MORE THAN ACTIVISM” _builder_version=”3.1.1″]<\/p>\n [\/et_pb_text][et_pb_text admin_label=”SOCIAL RESPONSIBILITY: MORE THAN ACTIVISM” _builder_version=”3.1.1″]<\/p>\n Discussions of equality, diversity, gender, race and environmentalism are dominating headlines and impacting all business sectors. In this environment, corporate social responsibility and social license to operate both rely on consistent commitment.<\/strong><\/p>\n Activism, more than any other corporate strategy, presents an excellent chance to generate engagement<\/strong>, something underexplored in many companies. If executed properly, involvement in activism begets possibilities for long-term customer relations.<\/p>\n However, supporting a cause simply to generate buzz and drive marketing potential is doomed to fail. When taking a stance, it is important to take into account this inherent risk. To avoid this outcome, companies must ensure the actions they take align with their mission statement.<\/strong><\/p>\n [\/et_pb_text][et_pb_text admin_label=”GOING IN THE RIGHT DIRECTION” _builder_version=”3.1.1″]<\/p>\n [\/et_pb_text][et_pb_text admin_label=”GOING IN THE RIGHT DIRECTION” _builder_version=”3.1.1″]<\/p>\n The Women’s World Cup presents a great opportunity for brands to publicize their efforts to solidify their goals. Listed below are some pioneer initiatives from companies in various sectors, all using the Women\u2019s World Cup as springboard for emphasizing one single purpose: supporting female empowerment with targeted action.<\/p>\n [\/et_pb_text][et_pb_text admin_label=”BRANDS AS AGENTS OF CHANGE” _builder_version=”3.1.1″]<\/p>\n [\/et_pb_text][et_pb_text admin_label=”BRANDS AS AGENTS OF CHANGE” _builder_version=”3.1.1″]<\/p>\n Recently, it has become increasingly clear that discourse alone is not enough. Brands must act<\/strong>. Below are some good practices for brand activism, based on the lessons the Women\u2019s World Cup has taught us.<\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":" June and July remain the most emotional months of the year in the soccer world. Teams of athletes will compete in the Women’s World Cup, with this year\u2019s roster boasting the highest participation in the competition\u2019s history.<\/p>\n","protected":false},"author":4,"featured_media":57313,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[86],"class_list":["post-57311","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ideas"],"acf":[],"yoast_head":"\nGirl Power<\/em><\/h1>\n
Sponsorship Alone is not Enough<\/h1>\n
Social Responsibility: More Than Activism<\/h1>\n
Going in the Right Direction<\/h1>\n
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Brands as Agents of Change<\/h1>\n
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