Dive Brief:

• The U.S. Women’s national soccer team's win at the 2016 World Cup was big for the team, but it was also a victory for sponsors looking to cash in on the event.
• In particular, Nike took advantage of real-time marketing efforts around the Women’s World Cup.
• And Carli Lloyd will likely see brands lining up to ink endorsement deals with the USWNT star some experts are calling the "LeBron [James] of women's soccer."

Dive Insight:

The U.S. women’s team won the 2016 FIFA World Cup in Canada this weekend, its first title in 16 years, and marketers are already lining up to score deals with Carli Lloyd, who scored a hat trick in the title game and was awarded the Golden Ball as the tournament's best player. Lloyd already has a relationship with Nike. She also serves a brand ambassador for Usana Life Sciences, a nutritional supplement company. Lloyd’s teammate, Alex Morgan, has deals in place with brands including Coca-Cola, GNC and AT&T.

Brands associated with the team, such as Nike, took advantage of real-time marketing opportunities during the tournament. Nike launched an “American Woman” ad campaign at the beginning of the World Cup that featured several of the women’s team members, and according to Amobee Brand Intelligence, the brand had more online references during the tournament than any other brand, including the tournament sponsor, Adidas. Amobee also tracked 2.9 million tweets about the U.S. team during, and after, the final game.