The Royal Brand Affects How We See Football

Source: Courtesy of Pixabay - Blue Hat Graphics

This summer saw a well-publicised World Cup football tournament for women. Unfortunately, it has been overshadowed by a non-consensual kiss stolen from one of Spain's championship player by the head of its football federation. Whilst this will undoubtedly be remembered by many, from a consumer point of view there is something else that may have a significant role to play in how female football is perceived: The Royal Warrant.

What is a Royal Warrant?

A genuine Royal Warrant is an endorsement for a particular product or brand. To get a Royal Warrant, a brand must have supplied either the reigning monarch, their spouse, or the Prince of Wales for at least five of the last seven years. There is no doubt that, in Britain, a Royal Warrant is good for a business.

Whilst a Royal Warrant is an official emblem put on a product, the physical association of a royal using or endorsing a brand can carry just as much weight. This is because the royal family is viewed as a desirable brand in its own right (just like any other global celebrities) and thus how the ‘brand’ is used to support products and events can determine both interest levels and support. This is directly comparable to any other brand endorsing a sports team, such as Red Bull sponsoring RB Leipzig FC or DXC sponsoring Manchester United.

Royals in (non) attendance

The World Cup final saw Spain meet England and the build-up for the game was intense. Spain’s Queen Letizia and her daughter were present to support their team at the final in Sydney. However, no UK royals arrived to watch it in person in Australia. Prince William, who is also the President for the Football Association, has made tackling climate change a key priority, and thus did not wish to fly to Australia. Attending the final, or not, may be interpreted by people as a sign of genuine support. Thus, the attendance of the royals is in itself is a Royal Warrant, not only for the specific teams but also for women’s football in general.

Does anyone really care if royals bestow their approval?

Even though people may say that they don’t care whether the royals attended, the reality is likely to look different, as it can affect how people perceive the English female football team. Brand presentation tends affect people subconsciously, which has been recognised in consumer sciences for a long time. Even something as minor as what italics is used for text associated with a brand name plays a role in how a brand is perceived. You can then imagine how something as well publicised as whether the royals attend could be integrated into how people view the English female football team.

The last 10 years have seen a lot of campaigning, especially in the UK, to inspire girls and women to take part in football. The lionesses have even written to the prime minister to ask the government to step up encourage girls to play football at school. Such efforts may be hampered to some extent be by the lack of royal support when it mattered, during the world cup final.

If girls (or their parents) and women have subconsciously internalised the underlying meaning of the royals attending the world cup final it could influence the decision to play football. Young Spanish girls may be more encouraged by their parents to play, as it seems like it matters to the nation. Whilst young English girls may be steered in a different direction, towards a sport perceived to be associated with higher esteem.