, United Arab Emirates
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How physio brands could take advantage of 2023 FIFA Women’s World Cup hype

Brands should sponsor sports teams to increase their customer base.

The growing interest in the 2023 FIFA Women’s World Cup presents an opportunity for physiotherapy brands to invest in sports teams and sponsorships as this could help in expanding its customer base.

Dorthy Calba, senior analyst at Euromonitor International, said the professionalisation of women’s football and the increasing number of players would require the improvement in the amount and quality of equipment they use, boosting the physiotherapy industry.

“While many leagues before professionalization probably didn’t have full physio staff, having a full physio and medical staff is now commonplace. This also includes the expansion of rehab equipment and strength training equipment,” Calba said in an interview with UAE-base physiotherapy online store GulfPhysio.

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“As women continue to fight for equal pay and opportunities, equal access to products that help prepare the body for the game, and aid recovery, is also in the ‘conversation,’” she added.

Data from GulfPhysio showed that sports teams such as rugby spend around $163.35 to $1,361.25 on physiotherapy items.

Physiotherapy brands would showcase products that are specifically designed for women, noting that the majority of sporting products are designed for males.

“Everything from running shoes to athletic braces have been made to increase the performance of male athletes and female athletes have been forced to use these products as there was usually no viable alternative,” she said, adding that there are sportswear brands that only produce items for women.

Brands could also focus on major events in marketing their products as major sports leagues have returned.

“In the past few years, investment in advertising across women’s sports has grown as brands see opportunity here and instances of marketing directly to women and featuring women athletes, instead of just marketing to the sporting community more broadly, will continue,” she said.

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