The women’s game is luring brands which have previously been shut out of the sport because of the way sponsorships of women’s teams were bundled with those of men’s sides. Avon, a beauty and cosmetics company, became the first to sponsor a women’s professional football club, signing an exclusive deal with Liverpool FC Women in 2017. In April Boots, a pharmacy chain, struck partnerships with the national teams of England, Scotland, Wales and Northern Ireland, as well as the Irish Republic. Arkema, a chemicals firm, recently bought the naming rights to the top French women’s league in a deal worth 1m euros ($1.1m) a year over three years—peanuts compared with the 15m euros a year the men’s league receives from its main sponsor, but a start.
女足比賽吸引了一些此前因女足與男足的贊助捆綁在一起而被拒之門外的品牌。美容化妝品公司雅芳成為首家贊助女子職業足球俱樂部的公司，并于2017年與利物浦女子足球俱樂部簽署了獨家協議。今年4月，博姿制藥連鎖公司與英格蘭、蘇格蘭、威爾士、北愛爾蘭以及愛爾蘭共和國國家隊達成了合作關系。Arkema，一家化工公司，最近以每年100萬歐元(110萬美元)的價格購買了法國頂級女子足球聯賽的冠名權，為期三年，與主要贊助商每年1500萬歐元的收入相比微不足道，但這只是一個開始。
Sixty percent of women’s football teams in the biggest leagues now sport front-of shirt patrons different to those for the men’s team at the same club, according to Deloitte. The consultancy reckons this could approach 100% by the next World Cup in 2023. The number of European national associations with dedicated women’s football sponsors rose from nine in 2013 to 17 in 2017.
德勤的數據顯示，目前最大聯賽中，60%的女足球隊在比賽時穿的是與男足不同的t恤。該咨詢公司估計，到2023年下屆世界杯，這一比例將接近100%。擁有專門女子足球贊助商的歐洲國家協會從2013年的9個增加到2017年的17個。
Kelly Simmons, director of the professional women’s game at England’s football association, says that these multi-million-pound deals have been transformative. The big bucks, though, will come with broadcasting rights. Men’s English Premier League games bring in more than £3bn a year from broadcasters. France’s top female league sold five-year rights to Canal+, a pay-tv firm, for 6m euros—a trifle but six times more than two years ago. TF1, the most popular French TV station, raised ad prices twice in a week for France matches, earning an estimated 9m euros as the home team reached the knockout stages. In Britain women’s-football rights were handed over to BT, a telecoms company, and the BBC, the public broadcaster, at virtually no cost. Expect negotiations for new contracts, set to begin now that the tournament is over, to be much more of a contest.
英國足球協會職業女子足球總監凱利·西蒙斯表示，這些數百萬英鎊的交易帶來了翻天覆地的變化。不過，巨額收入將來自轉播權。英超男子聯賽每年從轉播商那里帶來超過30億英鎊的收入。法國頂級女足聯賽以600萬歐元的價格將5年的轉播權賣給了付費電視公司Canal+，這個數字雖然微不足道，但卻是兩年前的6倍多。法國最受歡迎的電視臺——倫敦交通局在一周內兩次上調了法國隊比賽的廣告價格，據估計，隨著主隊進入淘汰賽階段，該電視臺的廣告收入達到900萬歐元。在英國，女足的轉播權被移交給了電信公司英國電信和公共廣播公司英國廣播公司，幾乎沒有任何費用。世界杯結束后，有關新合同的談判將開始，預計談判將更像是一場競賽。
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