Landmark U.S. pay deal could also inspire sponsors

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U.S. female soccer players pose for a photo with the FIFA Women’s World Cup trophy as the team arrives at Newark International Airport, in Newark, New Jersey, U.S. July 8, 2019. REUTERS/Eduardo Munoz

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NEW YORK, May 19 (Reuters) – After reaching a historic equal pay agreement, sponsor dollars could be the next major boost for the United States women’s team, four-time World Cup champions. world.

Players of the U.S. men’s and women’s national soccer teams will receive equal prize money, including at World Cups, after reaching collective bargaining agreements (CBAs) with the U.S. Soccer Federation on Wednesday. Read more

The deal could inspire sponsors who may have already looked beyond the four-time Olympic gold medalists who regularly outperform their male counterparts.

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“In the short term, additional dollars will be invested in sports and women’s sports in general,” said Adam Holt, SVP Business Development, FanAI.

“From a longer term perspective…this extra revenue and extra money will only benefit the sport as it continues to grow with more money in the base.”

Domestic television ad spending for the Women’s World Cup in 2019 was lower than for the men in 2018, despite the absence of the American men from the tournament in Russia.

The 2019 Women’s World Cup saw $96 million in domestic TV ad spend, compared to $350 million for men in 2018, according to Kantar data.

The men’s tournament, however, offered more spending opportunities with 32 teams and 64 games versus 24 teams and 52 games for the women’s tournament.

Former US soccer chairman Alan Rothenberg, now chairman of sports sales and consultancy firm Playfly Premier Partnerships, said the ABC represents both sides “rowing in the same direction”.

“What has happened in the past – it’s happened in FIFA and in American football – is that women have been imposed on sponsors,” he told Reuters.

“That is to say, if you want the men’s national team, you have to get the women as well. As a result, the women are undervalued.

“It really puts them on a level playing field and lets one sponsor buy the whole sport.”

Rothenberg, who chaired the 1994 and 1999 men’s and women’s World Cups when they were held in the United States, stressed that the agreement’s revenue-sharing framework was particularly innovative. US Soccer said it hopes the structure will encourage collaboration to develop the game.

“I wonder if it’s a trailblazer for other sports and for the whole world because the way they’ve handled the FIFA prize money, which is really the key to getting equal payout, is really unique. “, did he declare.

US Soccer spokesman Neil Buethe said the vast majority of sponsorship deals were nationwide.

“We sold the crest, not a single team,” he told Reuters.

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Reporting by Amy Tennery in New York, editing by Ed Osmond

Our standards: The Thomson Reuters Trust Principles.

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