Abstract
Women’s football (soccer in the US) does not reach the same overall popularity levels as men’s football measured on a variety of factors, i.e. league attendances, participants, media attention, fan engagement or strength of business models as it translates into brand equity and revenue generation. This article investigates how a new sports product, i.e. a new football (soccer ball) labelled ‘Sensational 1’, and its interaction with positive participation numbers concerning women’s football in Denmark can enhance the brand equity of women’s football in Denmark and exploit the associated commercial opportunities. In doing so, the article discusses how this development relates to factors like winning and success, passion and the business of sports, accountability and role models, brand articulation and marketability in the context of women’s football in Denmark.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
