The FIFA Women’s World Cup 2023™ Trophy Tour set out with the mission of spotlighting women and girls who unleash their creative spirit and accelerate the growth of women’s football.

This was accomplished through a unique campaign – Going Beyond – and a truly global promotion that visited all 32 qualified nations and all nine of the tournament’s Host Cities. We shared the inspirational spirit of the FIFA Women’s World Cup™ by inviting fans to display their support and football skills ahead of the biggest showpiece in women’s football.

The campaign took the iconic status of the FIFA Women’s World Cup™ Trophy to a new level with the next generation of women and girls, within and beyond football, establishing strong foundations and a new benchmark for all Trophy Tours to come.

The FIFA Women’s World Cup 2023™ Trophy Tour was a series of 180 on-site activations that took place across almost 60 cities in 32 countries – including all of the tournament’s qualified nations – between February and July of 2023. The on-site events intertwined with an ongoing digital campaign all aligned under one overarching strategy, brought to life by a myriad of FIFA stakeholders, including Football Federations, Host Cities, Sponsors, Broadcasters and more. Invitees varied based on the events – some were public, others geared to youth football players, and others were exclusive or VIP events.

FIFA and GMR set out to transform the FIFA Women’s World Cup™ Trophy Tour into an engagement and entertainment platform aimed at connecting with a wider audience, creating fresh marketing assets and building the FIFA brand’s resonance.

We looked for this campaign to help FIFA achieve:

Cultural Impact – showcasing women’s football and growing the game;

Fan Engagement – making football more creative, fun and accessible;

Brand Love – inspiring the next generation of women through the values of football.

We looked to achieve this by targeting a specific psychographic audience profile – Social Explorers, who are inspired by trends, trying new things and sharing their experiences – as well as reaching football fans and the public, and leaning on our ‘3T’ strategy:

Team Up: collaborating with creators within sport and entertainment;

Transform: creating an entertainment experience where the audience influence the experience;

Transcend: telling unifying stories bigger than football.

All events aimed to accomplish at least one of the following:

(1) Showcase women’s football and grow the game

In addition to showcasing our campaign’s Skills Coach and world champion freestyle footballer Lia Lewis and other FIFA Legends, we put the spotlight on local stars, using the trophy to give them this opportunity to be celebrated.

(2) Make football more creative, fun and accessible

Lia Lewis was present at key stops where she taught and encouraged children to attempt Skills Drills, allowing them to show their creativity and enjoy football in different ways.

(3) Inspire the next generation of women through positive values of football

The presence of the coveted FIFA Women’s World Cup™ trophy was a source of inspiration for all. With a FIFA set-up around the trophy, attendees were able to view and take pictures – often accompanied by FIFA Legends or even Tazuni, the mascot!

This was the biggest FIFA Women’s World Cup™ Trophy Tour ever.

There were 257 pieces of Trophy Tour content published on FIFA Socials.

There were more than 16,000 articles published about the Trophy Tour.

We had 1.72 million engagements with Trophy Tour content across owned, earned and paid channels.

Social media coverage of the Trophy Tour generated 646 million impressions.

Through Lia Lewis’s social media platforms, we reached mostly females (60%) who were 18-34 (70%). Lia amplified the social impressions and engagements of FIFA-owned accounts by more than 4x.

The FIFA Women’s World Cup™ Trophy Tour website, hosted on FIFA’s owned streaming platform, FIFA+, engaged visitors for an average time of 3:50, around twice the average dwell time of the Men’s Trophy Tour page.

Across the entire campaign, recorded online conversation had a +100% net sentiment.