Sponsorship Observatory by The Metrics Factory
After The Perfect Match, the sponsorship observatory of the 2018 World Cup and then the Rolex Paris Masters, here is the variation of our observatory on the women's soccer World Cup. This time we looked in more detail at brands that have the status of national supporter. Data related to the World Cup on the day of the opening match, on D-1/D+1 were collected.
You will also find analyses on various aspects related to sponsorship, such as the sponsors highlighted on players' spaces or even ambush marketing.
EDF the most efficient national supporter
While all the national fans spoke during the Les Bleues match, EDF knew how to do well and stand out from the other sponsors of the event, in particular through its “Let's Light Up the Foot” vertical.
The Top 3 Best Performing Content
The most engaging content is a video teasing a documentary about Les Bleus published by Éclairons le foot on Instagram. 12,500 social actions.
We then find content from Proman on Facebook (2,580 social actions) and Team Orange Football on Instagram (2,032 social actions).
The Use of Stories
EDF is the brand that has used this format the most via Eclairons le foot, whether with influencers, visuals to illustrate the goals of Les Bleues or even hot reactions and predictions from fans.
Comparison with the first game of Les Bleues in 2018
If we note a craze for this French women's team, what is the situation from a digital angle in comparison with its male alter-ego. Below we have compared the hashtags used and the reactions received from the two teams when they entered the World Cup from 6 to 8 June 2019 for women and from 15 to 17 June 2018 for men.
Despite TV audiences estimated at 10 million viewers and highlighted in comparison with the recent men's match against Turkey, in social media with identical competition, it was the men who generated the most discussions, which can be seen most widely on the hashtag of the match with a difference of 10x.
The Players and the Sponsors
To end this first article, we offer you a summary of the partner brands of the players or the French team that were highlighted on the players' Twitter accounts between the last preparation match and the opening of the World Cup.
Learn more
See You On http://www.themetricsfactory.com/perfect-match Throughout the World Cup to follow sponsor news and find all the analyses carried out by The Metrics Factory.
