Women's World Cup: "A huge uplift in brand interest but more to be done" (J. Fenn, H+K Strategies)

"Most brands focused on an emotive statement of intent at the start of the tournament, but then did much less of impact as the tournament went on. It was unquestionably a huge uplift in brand interest from previous major women's tournaments, but there is still much more to be done for some brands," said James Fenn, senior content and publishing manager at Hill+Knowlton Strategies, in an article entitled "False dawn or new horizons? H+K at the FIFA Women's World Cup", published by the international public relations company on 12/07/2019. 

"The key for me lies in the stars of the 2019 FIFA Women's World Cup and how they manage to stay in our collective consciousness. Right now, more people in the UK could probably name five female footballers than perhaps ever before. The likes of Megan Rapinoe (USA) and Ellen White (ENG) are legitimate stars. They can be the ones who drive interest and attendance for the domestic game between tournaments, but will we remember them in two years? Brands and broadcasters can play a crucial role here - ensuring that the stars of France 2019 stay at the…