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Brands are Taking Over the FIFA Women’s World Cup
06 September, 2023
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The Women's FIFA World Cup has been a popular sport to be attended and watched by many fans. People have anticipated the arrival of the 2023 World Cup. In the first 15 days of the championship, its digital platform traffic surpassed the entire France 2019 tournament, having 22 million new viewers with 2,2 million users visiting the World Cup channels every day. The organisation welcomed over 747.000 spectators to the FIFA Fan Festivals. More than 1.715.000 tickets were sold for the match between Australia and New Zealand. The Chinese PR achieved over 53,9 million viewers for its play against England.
As of the 10th of August, it was estimated that the Women’s FIFA generated around $300 million as the sponsorship revenue through this summer event.
It’s a brand’s usual policy to present the branded players’ kits for the FIFA World Cup. The attention earned by the aesthetics of the tournament places the brands in the centre of the stadium. The fashion brands have gone more than usual with dressing up their players in formalwear off-pitch.
The Matildas chose the local brand Beare Park to create their off-pitch apparel. The customised uniforms will be adorned with each player’s name and their cap number embroidered. The looks are yet to be revealed by the team and the label.
The ‘Seleção Feminina’ has appointed its home brand Animale as its official fashion-partner. The brand went with a sky blue suit combined with an internal button that shows the shifty opening of the suit and a silk scarf. The looks are decided and created with each player assisting in selecting the right fit, colour and cut for them.
Prada is partnering with the ‘Steel Roses’ that would extend beyond the FIFA World Cup - at least up to the 2024 Olympics in Paris. The label went with minimalism for off-pitch uniforms for the national team of China. It embellished the team with an elite black blazer with a white shirt, loafers, and matching trousers.
In June 2023, the England Senior Women’s Team announced Marks & Spencer as its official tailor. The brand has been in partnership with English football teams since 2007. Marks and Spencer have proposed a new approach - individual styling with satin shirts, waistcoats, and brazening tops.
Van Laack is the official tailoring Partner of the German Football Association (DFB), clothing men’s and women’s national teams as well as the U21 team. The team wore a combination of black and beige suits from the 1881-born label.
Emporio Armani is the official tailoring partner for the men’s team of Italy from 2019. Now, the label is taking over the dressing job for the women's team. It has created two looks - lighter grey and black suits - with both of them consisting of an orderly one-button blazer with an athletic finish. The outfit is made of ultra-light wool blended with pre-match comfort and EA’s contemporary style.
Cavallaro Napoli has been the official formalwear designer for the Royal Dutch Football Association (Koninklijke Nederlandse Voetbalbond-KNVB) since March 2018. The deal was renewed in May 2023 and set to lead till the 2026 FIFA World Cup. It will provide formalwear for the men’s and women’s national teams for this championship match.
Spain women's team showed up to the off-pitch with a subtle dark navy suit and white shirt designed by Spanish brand El Ganso. The suit had the team logo embroidered on one side of the chest. As a finishing touch, the suit is paired with white sneakers to give a sporty look.
J.Lindeberg will be the official formalwear dresser of the Swedish men’s and women’s national teams for the championship tournaments. This new collaboration was announced with a campaign featuring Dejan Kulusevski, Victor Nilsson Lindelöf, and Isak Hien from the men's team and Lina Hurtig, Nathalie Björn, and Kosovare Asllani from the women's team. The women’s team will be spotted in light sand-coloured formal looks.
The United States Women’s National Team stepped out, with gender-neutral suits tailored by Martine Rose and Nike, for the opening match with Vietnam. The suits are a finely drawn jacquard print with the US team logo on one side of the chest and ‘MR’ on the other side. Megan Rapinoe and Alex Morgan further styled the suits with tinted-lens visor sunglasses.
Cover Image: Netherlands women's team at Bay Oval, courtesy Bay of Plenty Times