No orange fever: virtually no advertising around the Women’s World Cup

This emerges from a visit by the ANP. The unfavorable playing times seem to play tricks on the women of Orange, notes the Etheradvertising Foundation (Ster).

night and morning

The organization sells advertising space for the public broadcaster, where matches are broadcast early in the morning via the NOS. World Cup matches in Australia and New Zealand are mostly played at night and in the Dutch morning. The Dutch national team will play the group matches in the coming weeks at 09:30, 03:00 and 09:00.

“There is no thunderstorm yet,” said a spokesperson for Ster. “We notice that women’s football has become livelier in recent years, but this year the playing times are a bit unfortunate. As a result, the event attracts relatively few spectators, which also makes it less interesting for advertisers. “

Decisive first game

According to Ster, it can still happen that the “hype” picks up during the tournament. “A first game is very decisive for that.” Orange will play against Portugal on Sunday July 23. The World Cup begins on Thursday with matches from host nations Australia and New Zealand.

Outside of the public broadcaster, it also appears that there are hardly any World Cup adverts this year. According to TV marketing organization Screenforce, women’s football is still far behind men’s sport in this respect. “More and more companies are joining a special campaign. It’s disproportionate,” says director Michel van der Voort. According to him, the attention given to the event is largely limited to the public broadcaster.

Campaign

The companies say that they indeed haven’t really developed any special TV adverts for this World Cup, except for the KNVB’s main sponsor, ING. With a TV, online and social media campaign, the bank calls for “attention to inequalities and challenges in Dutch women’s and women’s football”. KPN and Albert Heijn, also permanent sponsors of the KNVB, stick to a campaign via social networks.

Supermarket chains Lidl and Jumbo are not investing any money at all in special advertisements around the upcoming World Cup. For example, Lidl says it has opted for next year’s European Men’s Championships in Germany, while Jumbo will not sponsor Formula 1 and the Tour de France cycling team for this year. Heineken also says it will not advertise the world championship.