Females in the Middle East are currently battling for equal rights across several fronts. Despite some recent progress, certain areas of Arab society remain off limits to women. One of these is the sport of football. Even though female fans number in the millions, females have traditionally been excluded from the football experience. In fact, prior to this tournament, no females have ever even been allowed in an Arab-language broadcast booth; leaving women feeling excluded from the sport they love.

As part of their affiliation with the recent Asian Football Cup (AFC) tournament, Coke wanted to engage with football fans in a way that would 1) smash conventional gender roles in the region and 2) provide a more inclusive experience that would bring together both male and female fans.

Coca-Cola brought together female influencers from the worlds of football and pop culture to create the Arab world’s first all-female football commentary crew. This was a different kind of live broadcast. One that was more engaging, more human and more inclusive than traditional live football broadcasts. Our team provided livestreamed play-by-play, analysis, stats and storylines for a full 90 minutes of live game coverage during the Asian Football Cup match between Saudi Arabia and Japan.

We wanted to communicate Coca-Cola’s brand purpose of togetherness to our female target in a region where female empowerment is beginning to get the attention that it deserves.

Research showed us that during major football tournaments, men stick to the television screens; ignoring all else. The match broadcasts themselves are tailored exclusively to men. This creates a disconnect for female football fans with the game they love. Women are excluded.

Social media data told us something remarkable. Despite being excluded, female fans across the region showed increased interest in football – up 56% over average. Women clearly wanted to be part of the conversation when it comes to large tournaments.

The broadcast was streamed live simultaneously across 5 platforms – each reflecting the different social media habits of females across 10 Middle Eastern countries. Also, we needed a variety of different formats based on whether the target was going to consume the content as a simulcast to the televised match or as a replacement for the primary broadcast. Each of our influencers was assigned a role in the broadcast based on her area of expertise. Our pro athlete provided color commentary. Our Saudi footballer called the match play by play. Our social influencer provided personal player details.

Viewers were encouraged to submit their comments to our live feed, with the most engaging comments read live on the simulcast. A select few viewers were also awarded football match tickets.

Reach 4,400,000+

Views 1,300,000+

Engagements 1,100,000+

Female Share of Voice in the AFC online increased 85% during the live stream broadcast.

During the live broadcast, the tenor of the comment section was sadly predictable. Women were thrilled to finally have a voice. Men were not so happy. Many of them were viciously sexist in their comments.

Post-match, the program gained traction in the regional Arab press for its disruption of the male status quo in football. beIN Sports, the region’s leading sports TV network, is currently in negotiations with Coca-Cola to create a weekly all-female football panel discussion program – potentially giving a voice to millions of female football fans throughout the Arab world.

Beyond mere entertainment, this became a paradigm shift regarding the role of Arab women in sports.