The achievements of Portuguese players go far beyond the on-field victories that took them to the Women’s World Cup for the first time. They are missing dollar signs, but their unprecedented presence has put them at the center of a veritable media revolution for their debut against the Netherlands on the 23rd, which is sure to strengthen them financially and sportively. Portugal also meets Vietnam (27th) and the two-time champion of the USA (August 1).
The players, who took part in the official welcome reception for the teams in Auckland yesterday by the Maori Council, shot several advertisements and participated in campaigns to promote and publicize the brands that support and sponsor the teams, such as BPI, MEO to make. Sagres of Continente, CUF, Hertz and Nike. They had never earned so much leading role with the brands and sponsor of the Portuguese Football Federation (FPF) and so much media attention.
Marketing and advertising are increasingly part of their lives. According to Daniel Sá, from the Portuguese Institute of Marketing Administration (IPAM), “It takes time to bring women’s football to the level of men’s football from the media point of view”, but “that’s where we are going” and “the presence in the The World Cup will give a fundamental boost.” But for now “it’s not possible” to put a value on it: “A Portugal-USA in a World Cup seen by millions of people… priceless, it’s the icing on the icing on the cake.”
How do you assess a player, for example with a view to a transfer? “It’s an excellent question” to which the sports marketing specialist has no answer. Despite the terrible financial distances, a transfer in women’s football (as in men’s football) can save a budget – most Liga BPI teams have budgets of less than half a million euros.
Until the renovation of the leagues, transfers were almost 0%. The player had contracts for one or two years and when they expired, she made a new commitment. Today there are already athletes with bonds of two, three and more years and money transfers. Example of Cloe Lacasse, who moved from Benfica to Arsenal a few days ago for an (announced) “record value” with no one quantifying it.
At the football donna website, platform of Transfermarket website for women’s football, the Canadian, who was named the best player of the Portuguese league, is estimated at 175,000 euros. The same place Tatiana Pinto, who plays for Levante in the Spanish league, rated the most valuable Portuguese player (125 thousand), followed by Kika Nazareth (90 thousand), Andreia Jacinto, from Parma (60 thousand) and Jéssica Silva, from Benfica (55 thousand) ). The average value of a national team player is €30,000.
View this post on InstagramA post shared by Tatiana Pinto (@tatiana.pinto11)
According to Daniel Sá, Portugal woke up to the sport some time ago – the team has already been to two Europeans and is in the World Cup, Benfica is guaranteed in the Champions and the league is semi-professional – and is now in the global progression phase, with increasing television coverage, an increase in the number of practitioners and media attention. “No one can expect to reach the same level in men’s football from one year to the next. We have to bridge the gap to narrow it. I think everyone has already recognized the potential of women’s football,” said the IPAM director to DN .
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Believing that “brands will become increasingly involved and as media coverage increases”, Daniel Sá emphasizes the fact that there are players who are already a brand in their own right (see adjacent column): “This is an important part and look but to men’s football, where image rights are a very important part of the negotiation of the Federation’s marketing and advertising contracts. Building the idol that later becomes a mini-brand and generates more and more interest.”
Therefore, “regardless of sporting success, we will have a before and after the Women’s World Cup, which has never received so much media attention. How much is a picture of an Ana Borges or a Jéssica Silva worth an offer with a Megan Rapinoe or an Alex Morgan?”he asks, assuring that his presence at the Worlds will “accelerate the path of promotion” because the media attention “will be huge” and everyone will reap the benefits.
Ten years ago, Portugal had 4,000 federated athletes, today it has more than 15,000 and according to the FPF’s strategic plan, that number will quadruple by 2030. “It is the right time for clubs and brands to invest,” warned Fernando Gomes, the flag for gender equality and awards.
According to Daniel Sá, evolution requires a structured and articulated promotion. In addition to investments/financing by FIFA, UEFA and FPF, a serious and competitive BPI League must be established to attract more quality players for journalists to report in the media: “All together, the show will attract attention, generate brand attention and money.”
Starting to introduce a collective agreement “is the only way to reach the top”, said the professor, because “without professional athletes, Portugal will hardly be able to transform the championship into a show that can have the quality to be sold later.” “. The Players’ Union proposed three minimum wages (2280 euros per month) for the first contract, but there was still no agreement to implement it.
“We cannot want equal wages overnight because the ability to generate income is very different from one person to another. Football is an industry and needs time to get stronger. I am 100% for equality, if we will arrive in terms of salary, I cannot say, but that we are moving towards rapprochement, I have no doubt,” replied Daniel Sá.
brushes and plates
The fact that the selection is 21st in the FIFA ranking gives quality to the Portuguese players, who took 27,221 people to Estádio do Bessa in the last match in preparation for the World Cup to see the victory over Ukraine (2-0, double by Jéssica Silva ). But how long can women’s football survive on freebies and tickets at token prizes and donations to social causes? “The open door policy will take a while. We are in the trial phase, but it will be a while before we can eat. Like: ‘come and watch women’s football and what a spectacle that is’. Logical. I know for sure what is strategic to exploit the modality. Since the Federation made this bet, the results are visible,” he replied, recalling that “clubs have to fight for themselves, are moving towards professionalization”.
In March, FIFA President Gianni Infantino announced an increase in prize money for the Women’s World Cup to €150 million, three times what it was in 2019. FIFA pays 28,000 euros to each of the 736 athletes participation in the race, which starts on the 20th in Australia and New Zealand. The future champions receive 252 thousand.
Jéssica Silva in Salsa campaign, Kika Nazareth face of BPI and Ana Borges face of Adidas
Jéssica Silva (101 caps) is the only Portuguese player with a Champions League (Lyon, 2020) and the player who receives the most attention in the media. Represented by Pedro Regufe (CR7’s agent), the Benfica athlete is linked to a fashion agency (L’Agence) and campaigned for Salsa. On Instagram alone, she has 670,000 followers – the second most followed on social media is Kika with 119 thousand.
The most capped Portuguese player (158 games) and one of the captains of the national team, also owns the bracelet at Sporting, where she made history in 2017, when she moved from Chelsea to Alvalade, in a paid transfer (33,000 euros). ). Sponsored by Adidas, the versatile player, represented by Estrela Paulo, is one of the most charismatic of the group.
Good on the ball and with an easy smile, young Kika (27 caps) is a mark. The first player led by Jorge Mendes is the new face of BPI and is linked to brands such as Nike. It has been part of Continente campaigns since 2020 and the Sagres ad co-protagonist had 10,000 views.
View this post on InstagramA post shared by Francisca Nazareth (@kika.nazareth)
Source: DN
