Adidas to pay equal bonuses for women's soccer World Cup winners

Authored by reuters.com and submitted by VTFC
image for Adidas to pay equal bonuses for women's soccer World Cup winners

Soccer Football - World Cup - Sweden Press Conference - Samara Arena, Samara, Russia - July 6, 2018 General view of a adidas football during a press conference REUTERS/Michael Dalder

(Reuters) - Adidas-sponsored players on the team that wins the FIFA Women’s World Cup this year will receive the same performance bonus payments as their male counterparts, the sportswear company said on Friday.

The announcement follows news that the U.S. women’s national soccer team is suing their federation with allegations of gender discrimination, where all 28 members of the squad were named as plaintiffs in federal court.

The lawsuit filed by the team includes complaints about wages. The players said they had been consistently paid less than their male counterparts even though their performances have been superior.

Adidas’ head of global brands Eric Liedtke said the company wanted to help encourage the next generation of sportswomen.

"Today we are announcing that all Adidas athletes on the winning 2019 FIFA Women's World Cup team will receive the same performance bonus payout as their male peers," Liedtke said in the statement here

“We believe in inspiring and enabling the next generation of female athletes, creators and leaders through breaking barriers.”

The U.S. team’s lawsuit has found support from prominent American tennis players past and present, including Serena Williams, Bille Jean King and Sloane Stephens.

While the men’s soccer team failed to qualify for the World Cup in Russia last year, the U.S. women’s team will be defending their 2015 crown in France in June.

gorgeousbshaw on March 9th, 2019 at 15:35 UTC »

How much will they be paying the children in their sweatshops?

SUND3VlL on March 9th, 2019 at 14:52 UTC »

The article doesn’t really say how much this costs Adidas, but this should be a good marketing move. It’s a risk though. The last women’s World Cup drew 750 million viewers, while the World Cup pulled in 3.2 billion. That’s a significantly further reach. However, the US is a huge consumer market and is expected to do well, so they’ll get viewers with purchasing power. Additionally, the campaign itself should amplify the marketing value.

Taurius on March 9th, 2019 at 14:11 UTC »

Nike: "Fuck..."

Puma: "We gots no money..."