Success at World Cup opens doors for Dutch women's footballers

A successful performance by Dutch female footballers at the 2015 FIFA World Cup in Canada will help the team attract commercial backers, believes Bob van Oosterhout, director of the sports marketing company Triple Double. Van Oosterhout sees a growing commercial interest in women's football, he told AD. He argues it is not long before Dutch teammates, nicknamed the Oranje Leeuwinnen or Lionesses, will make there mark in advertising. "On one hand they can all play football very nicely," said van Oosterhout, "In addition, they are also true athletes and attractive girls with good figures. It is inevitable that companies arrive." A place in the quarterfinals would help tackle skepticism, van Oosterhout argues. Although their results garner less attention than the men's team, the improving results of the Leeuwinnen will attract additional interest, he said. A handful of Wednesday matches not involving the Netherlands will determine if the women's team makes it into the Round of 16 on points. The Dutch team is currently third in their group, with Canada and China in front. Van Oosterhout says it is a boost for the commercial potential of women's football. Women are interesting as a marketing target also because females take a lead in up to 80 percent of purchases, he argues. None of the Dutch female players appear in commercials during the World Cup in Canada.