As sports marketers, we have been watching two things unfold this past week; the rapid succession of changes to the global sports schedule and the response of the USWNT and greater soccer community to the USSF latest legal filing arguing women’s national team players have less “skill” than the men’s national team players.
Next to the COVID-19 statements by businesses and media in our social feeds were highlights of real-time goals from the SheBelieves tournament (those captions really write themselves) and an outpouring of support — by fans, former players and journalists — for the USWNT. Most notably, sponsors took a stand as well, with Coke speaking up first and Volkswagen introducing the hashtags #StandwithUSWNT and #DriveBigger.
Not only do we stand with the ideals and values that the USWNT represent, but continue to be in awe of their ability to rise above unwarranted criticism and perform at the highest level. More than a soccer team, we have been long-time fans of this collective group of leaders. From our commercials and content with Continental, featuring star players Tobin Heath and Alex Morgan, to 2019 World Cup viewing parties this past summer, it is some of our favorite work.
As things continue to unfold each day within this lawsuit, all amid this unprecedented time of uncertainty in sports and beyond, the message is clear; to come together and take a stand for something bigger.