'Re-branding' women's football by means of a new Sports product: a case study of women's football in Denmark

Women’s football (soccer in the US) does not reach the same overall popularity levels as men’s football measured on a variety of factors, i.e. league attendances, participants, media attention, fan engagement or strength of business models as it translates into brand equity and revenue generation. This article investigates how a new sports product, i.e. a new football (soccer ball) labelled ‘Sensational 1’, and its interaction with positive participation numbers concerning women’s football in Denmark can enhance the brand equity of women’s football in Denmark and exploit the associated commercial opportunities. In doing so, the article discusses how this development relates to factors like winning and success, passion and the business of sports, accountability and role models, brand articulation and marketability in the context of women’s football in Denmark.