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Dutch footballers will play their first World Cup match in Australia and New Zealand on Sunday, but the tournament is not commercially attractive. Supermarkets, stores and advertisers are failing en masse.
Women’s football has experienced significant development in recent years. For example, there is more and more attention for sports and there is also a lot of attention for Orange women in the media these days. According to FIFA, a record number of tickets were sold for the event in Australia and New Zealand: nearly 1.4 million.
When successes are achieved, we also sit in front of the television in droves. At the previous World Cup in 2019, the team of Sarina Wiegman, then national coach, had reached the final, losing to the United States (2-0). The match was watched by almost 5.5 million Dutch people.
This does not mean that the FIFA World Cup is also commercially attractive, according to a tour of NU.nl. Race times, locations, holiday season and competition from other major sporting events like the Tour de France throw a spoke in the wheel.
“Women’s football is a growing sport, but the question is who will get up at night to watch,” says retail specialist Cor Molenaar. “Australia and New Zealand are the worst places for such a tournament in this regard. If the World Cup had been held in the Netherlands or Germany, there would have been more attention.”
“Only a few ads respond to the World Cup”
Advertisers therefore do not see the point of making special advertisements around the Women’s World Cup. De STER, which advertises for the public broadcasting system in the Netherlands, says things are not going well. “There are only a few commercials that cater to the Women’s World Cup. The matches are mainly in the evening and in the morning, so there are fewer advertisers,” a spokesperson explained.
There are also few signs of Oranjekoorts in supermarkets. Jumbo has announced that it will focus on the Dutch Grand Prix Super Friday for the last time this summer. “Also, as a sponsor, we follow the Jumbo-Visma team during the Tour de France and the Tour de France Women, so we don’t have a campaign aimed at the Women’s World Cup.”
Discounter Lidl has no football campaigns planned for this year. Albert Heijn has it, especially via social media.
Retail expert Molenaar is not surprised that supermarkets are more reserved. “We see that better at Jumbo, of course. The supermarket chain is stopping sports sponsorship because it’s not bringing in enough commercial profit.”
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