Brands Gear Up for Economic Boost from Women's World Cup
The 2027 Women's World Cup is generating significant interest and economic expectations, prompting brands to increase their involvement. According to Google Trends data, searches for the tournament doubled in July from June, while a study commissioned by the Brazilian Tourism Board estimates that it will generate R$8.8 billion in economic activity in Brazil.
Coca-Cola, Rexona, Petrobras, and Monange are among the companies expanding their women's soccer campaigns. Unilever's Rexona brand launched a campaign featuring Marta, the Brazilian national team's all-time leading scorer, marking a transition from the men's World Cup to next year's women's tournament.
Coca-Cola has also expanded its involvement in domestic competitions, sponsoring the Women's A1 Brazilian Championship and the 2027 Women's World Cup through its Coca-Cola soft-drink and Powerade sports-drink brands. The company aims to increase visibility of players and attract new audiences.