Elected six times as the best female soccer player in the world, named by the United Nations as a “Goodwill Ambassador” for the struggle for gender equality in sport and considered the Queen of Soccer, Marta will participate in her fifth and final World Cup, and to her third major event in recent years without print sports items on their shoes.
The 2019 protest, which was repeated at the Tokyo Olympics to promote gender equality in soccer, must be maintained by Marta this year in Australia and New Zealand, where the athlete has rejected proposals to evaluate the values on display that do not fit her history. Once again, the number 10 shirt will have shoes emblazoned with the slogan “Go Equal”, a movement campaigning for greater female participation.
Marta is the highest paid player in the world. Currently, the Orlando Pride striker earns a salary of $400,000 annually (about 1.9 million Real Pride) and his fortune is estimated at about $13 million (63 million Real Pride), according to the Spanish newspaper. Brand.
In terms of comparison, Neymar receives €20 million (approximately R$107 million) per year from Puma. Indeed, Portuguese Cristiano Ronaldo has entered into an agreement worth 15 million euros (about 80 million Brazilian riyals) with Nike, while Adidas is paying 19 million euros (about 102 million Brazilian riyals) for Argentine Lionel Messi, according to the magazine. Forbes.
Recent research by the UK’s Women’s Sports Trust found that people are buying more brands that sponsor women. For 60% of respondents, companies should invest in both women’s and men’s sports.
According to Igor Padilha, Chief Marketing Officer at Highline X, an agency that specializes in sports marketing, the mainstream media are the primary interlocutors between players and sponsors. It was highlighted that Marta is a hostage to the media’s treatment of the sport.
“One of the main challenges that athletes face is covering the tournaments they participate in. The schedules and promotion of the games leave something to be desired, so brands are not interested in investing. Note that brands lack the perception that we may be living in the golden age of women in Brazil, and only with their support, This era will have the weight it deserves.”
The way in which a part of the media has come to view women’s football as a lucrative and popular product is recent, and according to its alternative, this directly affects the institutions’ preference for names like Cristiano Ronaldo and Lionel Messi, at the expense of stars like Christian and the Ant.
“Just as the WNBA (USA Professional Basketball League) received a million contribution, I see this changing in a very short time in Brazil. Women make up half the population of Brazil, and brands are starting to realize this, choosing to advertise girls who represent this diverse audience. , as expected.
In addition to the media, Padilla analyzes that the development of studies and research conducted by marketing professionals has contributed to the way major corporations view mathematics.
The CEO also highlighted the work of publicist Gabriela Rodriguez, Vice President of Agency SOCO (advertising agency), who sparked the debate about equality at the most important advertising festival in the world.
This year I moved the stock issue to Cannes Lions International Festival of Creativity, where he discussed how brands can make a positive impact through creativity and culture. Movements like this have emerged all over the world and through them we are giving a greater voice to the female audience, which generates more definition,” he recalls.
Padilla also highlighted the importance of the relationship of trust between brands, clubs, national teams and athletes. “It is possible to build a solid image built on values, transparency and consistent sporting performance. This includes not only winning trophies, but also promoting ethical behavior and participating in relevant social initiatives. Both brands, clubs and athletes will understand that we are on the same team, and that The competitor that must be defeated is the lack of equality in every space, whether in sports or in the media.”
Source: EditoraTerra
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