Females in the Middle East are currently battling for equal rights across several fronts. Despite some recent progress, certain areas of Arab society remain off limits to women. One of these is the sport of football. Even though female fans number in the millions, females have traditionally been excluded from the football experience – if not the actual stadium itself. Women are viewed as being “social” fans, without serious match interest and with limited game knowledge. In fact, prior to this tournament, no females have ever even been allowed in an Arab-language broadcast booth; leaving women feeling excluded from the sport they love.

Coca-Cola brought together female influencers from the worlds of football and pop culture to create a different kind of broadcast. One that was more engaging, more human and more inclusive than traditional football broadcasts. Our team provided live play-by-play, analysis, stats and storylines for a full 90 minutes of live game coverage during the Asian Football Cup match between Saudi Arabia and Japan.

We wanted to communicate Coca-Cola’s brand purpose of togetherness to our female target in a region where female empowerment is beginning to get the attention that it deserves.

Research showed us that during major football tournaments, men stick to the television screens; ignoring all else. The match broadcasts themselves are tailored exclusively to men. This creates a disconnect for female football fans with the game they love. Women are excluded.

Social media data told us something remarkable. Despite being excluded, female fans across the region showed increased interest in football – up 56% over average. Women clearly wanted to be part of the conversation when it comes to large tournaments.

Reach 4,400,000+

Views 1,300,000+

Engagements 1,100,000+

Female Share of Voice in the AFC online increased 85% during the live stream broadcast.

Behaviorally, the tenor of the live comment section during the broadcast was sadly predictable. Women were thrilled to finally have a voice. Men were not so happy. Many of them were viciously sexist in their comments.