Tim Hortons’ foray into Mexico through sports sponsorships extends to various disciplines and events, with the aim of consolidating a holistic presence in the local sports scene. From Fuerza Regia in basketball, Sultanes in baseball, to Tigres and Rayadas in soccer, Tim Hortons is forging alliances with teams that transcend genders and disciplines.
Under the campaign slogan “Awakening the Future of Sport”, the company has taken an approach that goes beyond the ephemeral nature of conventional advertisements. López Sarre highlights that this closeness to sports idols becomes a key differentiator for the brand, creating experiences that go beyond the traditional commercial transaction.
In Monterrey, the brand has joined the fervor of the women’s soccer teams, Tigres and Rayadas. The decision to support both teams was not a coincidence, but a commitment to promoting women’s sports. “We didn’t just want to go with one team or the other, but really between the three of us to create that synergy and push much higher,” she explains.
The connection with Tigres, for example, goes beyond the field. It started in 2021 and this year they will sign for another three, becoming a symbiosis of values. Tim Hortons supports the players and the entire club network, from those who serve the brands to those in charge of logistics.
For her, the sponsorship contract with Tigres femenil translates into visibility; but it has been a key tool to open new stores. With three branches in the metropolitan area and the ambition to close the year with 100 nationwide, Tim Hortons is writing a different chapter in its history in Mexico. So far, the brand has 70 stores and one goal scored to differentiate itself from brands like Starbucks, whose differentiator is more biased towards experience.
“Sponsorships are an investment that can seem big, it is very risky because in the end you have to convince and knock on doors to say why you want to bet on a team, why that league and why at that moment. And in the end people measure it a lot by numbers, but in reality commitment has more to do with mutual support and growth,” she commented in an interview during the first Amazonas Unidas forum.
Women’s football as a showcase
Women’s football is experiencing significant growth. According to data from consulting firm HR Media, in Mexico, the Liga MX Femenil has seen a 176.9% increase in its audience from 2021 to 2023, underscoring the growing interest and support for women’s sport.
Brenda Moller, director of the Dale la Vuelta foundation, points out that despite this, brands still need to be connected more strategically with women’s football because for them it can represent a great business opportunity, inclusion and visibility.
“In men’s football, brands arrive with specific objectives. In the feminine sector we see that this does not happen because the brands do not know how to do it. The key lies not only in placing logos on uniforms, but in designing creative strategies that take advantage of the unique opportunity that women’s football represents,” she says.
The specialist states that women’s sports fans are 25% more likely to purchase products from brands that sponsor them, and that a preferential link with the brand translates into a six-fold increase in the possibility of the consumer deciding on the sponsored product. .
Figures from the Women’s Sport Trust (WST) also reveal an increase in viewership and popularity of women’s sporting events. From January 1 to October 22, 2023, viewers spent an average of 9 hours and 58 minutes in the main games.
The FIFA Women’s World Cup (WWC) was the one that recorded an all-time record for viewing hours. In the United Kingdom, the tournament was followed for 6 hours and 45 minutes on average, attracting a diverse audience with 42% female viewers and 7% viewers under 16 years of age.
The WST study also shows the effectiveness of sponsorship in brand exposure, especially in segments such as cosmetics and personal care, which were advertised most frequently during World Cup match coverage.
This does not leave aside brands from other segments. Companies such as MTY Bariatrics, Vicky Form, Electrolit, La Zarza, Buffalo, Nike, Wanda, Adidas, Hyundai, Coca-Cola, Budweiser, Frito-Lay, Xerox, Visa and McDonald’s have recognized the potential of women’s football as a platform to build a authentic connection with your audience. However, teams still face many challenges that go beyond sponsorships.
The salary gap between players persists due to historical, cultural and structural factors. Women’s football practically began in 2015 and has lacked the investment, development and recognition that men’s football has enjoyed.
This has directly impacted the income available to female players. The lack of visibility and the persistence of gender stereotypes have also contributed to the salary disparity, generating differences in terms of sponsorships, commercial contracts and, therefore, salaries.
Furthermore, differences in the length of seasons and competitions, as well as in collective negotiations, have influenced wage inequality. Although women’s football is experiencing a surge in popularity, it will take continued efforts to change these dynamics and achieve true equality of opportunity and compensation in the sport.