Through two weeks of games, this women’s World Cup has already brought booms in attendance, viewership, upsets — and a well-stocked array of jerseys, T-shirts, hats, scarves, pins and plush penguins.
to make the most of it, inking more than a dozen deals to produce official merchandise.
In 2015, the players’ collective revenue from licensing was $0. By the end of 2019, it was nearly $1 million. The success of 2019 gave the players’ association evidence of consumer interest to pitch to companies. That didn’t eliminate hurdles: Roux and her team still run into industry skepticism about the popularity of soccer or the profitability of women’s sports. But they have also found partners who share their goals.
Jasmine Maietta was among those who took that chance. In 2020, she created Round21, an independent sports lifestyle brand, and established a collaboration with the players’ association as her company’s first reach into the soccer space. It has since expanded to
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