Budweiser: Future official sponsors

Budweiser, a lager brand, launched a campaign in the US to address the sponsorship gap between male and female soccer players and get more brands to join as sponsors of the National Women's Soccer League (NWSL).

Campaign details

Brand: BudweiserAgency: VaynermediaCountry: USA

Objectives

After the US Women's National Soccer Team won the FIFA Women's World Cup in 2019, the biggest story wasn't their unprecedented fourth title. It was that female soccer players were being paid 12x less than their male counterparts. Equal pay became the biggest news story in the country.

While many attributed the pay discrepancy to gender discrimination, Budweiser dug deeper and found it was also driven by a massive gap in sponsorship. Major League Soccer (MLS), the men's soccer league in America, had 24 official sponsors. Meanwhile the...

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