Orange Lionesses play first World Cup match, but no madness: ‘Women’s football deserves attention’ | Women’s Soccer World Cup

The fact that Dutch people walk around en masse with wuppies, vuvuzelas, roar shirts or trumpets is not going to happen this World Cup women’s football in New Zealand and Australia. Those who don’t like football may even have missed this World Cup so far.

Companies also do not use the sporting event to put themselves in the spotlight with a large orange campaign. With a commercial on television and online, ING, main sponsor of the KNVB, puts most of its energy into the orange women. “The popularity and impact of women’s football is only increasing,” spokesperson Harold Reusken responds. “Unfortunately it does not yet have the size of men’s football. As a main sponsor, you can do something about that by giving it the attention it deserves and needs.”

In the campaign, ING draws attention to the difference between men’s and women’s football. And that is exactly in line with what can be seen in society: no madness, no large screens, no orange streets. Reusken: ,,While the women also deliver exceptional sporting performances. We think it is logical to draw attention to this.”

KPN and Albert Heijn, also main sponsors, only campaign on social media. In addition, the AH has made a summer Allerhande with the Orange Lionesses and participates in events, including an Orange Fan Day and the match between the Netherlands and the US, which is watched live.

So no savings campaign, where shoppers with the men – ok, this is the last comparison – still received free orange patches with their groceries. “If Albert Heijn turns out big, the company wants to see immediate growth,” explains sports marketer Rowin Bouwmeester. “But you don’t want to miss the mark either. That you turn out great, but do nothing for the entire World Cup and you are left with all sorts of gadgets.” This sports marketer calls the choice for an online campaign and event support ‘safe’.

According to sports marketer Frank van den Wall Bake, it has everything to do with the goal of the campaign. “ING does this more from a social point of view and for image. While a company like Albert Heijn wants to score right on the shop floor.” And scoring is now even more difficult with women’s football than with men’s football, he says. “I also think that we should compare the two as little as possible. Men’s football is a completely different world, has big established stars.”

Although the women’s team does have well-known names, such as Lieke Martens and Jackie Groenen. “Show those faces. Make sure they become well-known national heroes,” advises sports marketer Bouwmeester. Because the World Cup four years ago has slipped away for many people. Moreover, there are many new ladies in the team who are not known.

Incidentally, Bouwmeester also thinks that this World Cup cannot be compared to men’s football. “You don’t just get it right. In men, it took decades for it to become such a big sport. That takes time, the vast majority are not ready for this.” Moreover, women’s football has a completely different audience, says Bouwmeester. “That is smaller, there are more families. It is not the case that we light up the barbecue en masse and watch such a match together.”

The Etheradvertising Foundation (Ster) previously announced that there is no storm with the sale of advertising time around the competitions either. Due to the large time difference with the host countries, the women have to play either at night or early in the morning. Very unfavorable times, sports marketer Van den Wall Bake also notes. “The viewing figures will be disappointing, sponsors also know that.”

Orange fans who live on Marktweg in The Hague confirm this. At European Championships and World Championships for men, they decorate their street so lavishly that it has been voted the most beautiful orange street in the Netherlands several times. But this World Cup will not turn their street into an orange sea, says Danny van Dijk, one of the initiators. “We will do something, but it will not be as extreme as what we do with the men.”

Why exactly? This orange fan can hardly put it into words. ,,We’ll watch it, because we really like women’s football. But they play at very strange times and you hear less about them.” Moreover, says Van Dijk, there is hardly any orange in the shops. “With the men you always see flags and stuff everywhere. So it is also a bit close to the shops.”

But who knows, say the sports marketers, there will be more orange madness in the coming weeks. Bouwmeester: ,,Last time it also came to life when the Lionesses got further into the tournament. The flame for the orange women is still burning among a group of Dutch people.”

Check out our most viewed news videos in the playlist below: