The FA and Brazilian FA both announce equal pay for men's and women's players. Here's a look at some of the sponsors helping to blaze the trail.
Sky Sports announced this week that England men's and women's teams have received equal pay, in terms of match fees and match bonuses, since the start of this year - believed to be £1,000 per game. The FA’s statement comes after Brazil’s Football Federation announced it would pay men and women the same amount for representing the national team, joining a select few countries in the process. A list that includes Australia, Norway, and New Zealand. The move from England and Brazil follow in-line with a number of moves from huge global football sponsors. Adidas made a statement prior to the 2019 FIFA Women’s World Cup in France when they proclaimed that their sponsored players would receive the same performance bonus payments as their male counterparts. Luna Bar, a nutrition bar created by Clif Bar & Co. promised each member of the women’s World Cup team a bonus of $31,250 – a figure it said was the difference between the women’s and men’s World Cup roster bonuses. In the build-up to this year’s women’s UEFA Champions League, PepsiCo announced a new multi-year partnership to sit alongside its sponsorship of the men’s competition. Furthermore, the women’s Eredivisie recently gained its first sponsor, Dutch financial services company ING – already a sponsor of the Royal Dutch Football Association (KNBV). Sponsors are increasingly taking the fight to the sports industry when it comes to the promotion of gender equality and I would expect this to continue. Consumers increasingly demand brands to have a social voice - supporting women’s sport is a fantastic way for brands to be the change that they (and their consumers) wish to be in the world.
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