Kynisca becomes FIFA Women's Champions Cup title partner

The GIST: This week, the inaugural FIFA Women's Champions Cup — the sport’s first-ever intercontinental club competition for women — is fielding its final rounds in London, England. The months-long tournament hasn’t exactly received mainstream media coverage, but that may change thanks to Kynsica’s new title sponsorship.

• A perfect brand extension for Michele Kang’s global women’s soccer organization, the deal could signal a turning point for the tournament’s exposure. We’ve seen NWSL and WSL title sponsors make a major impact in generating increased media coverage for women’s soccer properties, which boosts ROI even higher. Reaching their (fiscal) goals.

The tournament: Despite the rising popularity of a similar tournament in the UEFA’s Women’s Champions League (UWCL), the new tourney isn’t generating the hype FIFA hoped for. After its October kickoff, it took FIFA until January 15th to sell tournament TV rights, when it secured a multinational deal with DAZN offering free streaming access for the final stage.

• Kynisca is promoting its new partnership through branding and storytelling across the tourney’s final stages, hoping to “amplify the visibility of the competition and its athletes” and grow the women’s game at large, something it’s done via previous investment.

The precedent: Brands have seen measurable success through tournament partnerships, such as UWCL partner Heineken, but league partners have further illustrated their far-reaching power. Prominent sponsors Ally and Barclays boosted the NWSL and WSL’s visibility, respectively, setting the stage for rising attendance, record media rights deals, and increased brand interest.

• Ally became one of the NWSL’s biggest sponsors in 2021, later expanding its investment to the NWSLPA. More directly, Ally helped get the 2022 NWSL Championship a primetime slot and pushed Disney to air more women’s sports coverage. Thanks to increased exposure and media coverage, the NWSL soon inked a landmark media rights deal.

• In the UK, Barclays came in as the title sponsor for the WSL and its corresponding second-tier league in 2019, paying double what it paid to renew in 2024. Barclays is investing an estimated $20.5M annually, including in marketing, because of the ROI they’ve experienced over the lifetime of the deal.

Zooming out: Endorsement from a committed sponsor like Kynisca could make all the difference for the new tournament, which has the potential to attract a global audience. Brands do have the power to make a difference — and as Barclays and Ally have illustrated, there’s a long-term ROI play as women’s soccer grows, not to mention the opportunity to get in on the ground floor.

• Plus, women’s soccer fans are uniquely brand aware and loyal — something to keep in mind with this new women’s soccer property brands can activate around. Kick it.