In Latin America, historically women's soccer has much less repercussion and audience than male soccer, the lands of players like Neymar and Messi who are international superstars with millionaire gains.

An always arising explanation is based on market laws: female players do not earn the same as their male peers because the female game itself does not attract as much interest or audience as male football and therefore does not generate as much profit.

In order to rise the audience and support to WWC in Latin America, we decide to directly address payment gap by showing the famous players from Latam, taking "second jobs" at Telemundo.

Nearly half of professional female soccer players need a second job. So Telemundo gave them one. Incorporating them into regular programming as anchors and meteorologists, for example, made a striking point, reminding everyday Telemundo viewers to tune in to help them fight for equal pay.

Targeting:

Hispanics Who Love Fútbol. It’s far from a revelation, but it’s still as true as it ever was. According to Nielsen, Hispanics accounted for an overwhelming 68% of soccer’s viewership in 2017.2

So it’s still a no-brainer that a Spanish-language soccer broadcast

should seek Hispanic soccer fans.

? Spanish-dominant males (Core and Casual). They have power in numbers, so for a successful broadcast it’s essential to interest the traditional fan.

? Female target —Spanish dominant and bilingual women (18-49). Previously overlooked, the Hispanic female demographic could present a new source of viewers that might be interested in a women’s tournament.

In order to rise the audience and support to WWC in Latin America, we decide to directly address inequality. First in a TV spot, where we start showing the huge difference of tone and investment compared with regular male World Cup tv spot and also talking about an uncomfortable reality: the obscene gender pay gap.

But that wasn’t enough, the message and ask for support should be sent clearer.

That’s why Telemundo hired Argentine goalie Vanina Correa; Chilean defender Su Helen Galaz; and Brazilian defensive midfielder E´rika Dos Santos to spend a day working at the network as panelists, meteorologists, correspondents and reporters. Real jobs in which they appeared live in front of thousands of people, exposing the inequality and asking people to watch the Cup and support them.

Telemundo set the Spanish-language record for the most-watched FIFA Women’s World Cup ever, posting a 27% increase over 2015 tournament.

While in social media it was a real boom of mentions and conversations about the event, generating nearly half a billion engagements overall, that equates to one engagement for every Hispanic person on earth.

All that means one thing: huge exposure for athletes and big pressure and incentives for clubs and national associations and sponsor increase payment rates for the players. The market law in now on their favour.