LiveScore adds Fara Williams as brand ambassador ahead of Women’s World Cup
Former Liverpool and Arsenal star to pen weekly column as fan appetite for women’s football continues to grow
LiveScore has added England Women’s record cap holder Fara Williams as a brand ambassador ahead of the Women’s World Cup.
In her new role, Williams will provide weekly roundups of key details and stats around the tournament.
The Williams-penned content will be hosted on LiveScore’s dedicated women’s football section.
The section, which was launched last season, has seen improved open rates and views in recent months as fans clamour for stories around women’s football.
In fact, LiveScore pointed to user feedback and data as one of the core reasons as to why it picked out Williams as its latest brand ambassador.
According to the group’s audience insights, 57% of fans think the level of analysis and detail around the women’s game is not yet comparable to the men’s.
A further 30% would like to see more information on upcoming stars while 28% of users said they would be more interested in following the Women’s World Cup if the level of analysis was on par with the men’s game.
Additionally, LiveScore said 59% of its users would be following the tournament, which kicks off later this month in Australia and New Zealand. This represents an increase by more than half from the 2019 edition.
Speaking on her ambassador role, Williams said: “I’m very excited to join the LiveScore team for the Women’s World Cup and discuss some of the more granular statistics, hopefully giving fans a deeper understanding of the teams and players.
“The Lionesses’ performances at last year’s UEFA Women’s Euro 2022 captured the nation. Being able to tell some of the lesser-known details of the women’s game will allow fans to enjoy this summer’s tournament even more,” she added.
Ric Leask, LiveScore marketing director, added: “Here at LiveScore, we are all about bringing fans closer than ever to the game they love.
“Our dedicated women’s football section aims to provide real insight, engaging fans with high-quality content that enriches their fan experience. Our audience has clearly laid out that they want to understand more of the nitty-gritty of the women’s game, and we have listened.
“That’s why we’re delighted to team up with Fara, who will be sharing her knowledge and expertise to deliver to our users everything they’ll need ahead of, and during, this summer’s thrilling Women’s World Cup,” he added.