(Francia 2019). y estereotipos Representation of women in television advertising during the FIFA Women's World Cup (France 2019). Analysis of roles and stereotypes

During 2019, there was a complete change in terms of advertising in women's soccer. The arrival of the FIFA Women's World Cup, France 2019, caused numerous brands to become interested in sponsoring the event. Another noteworthy fact has been the importance obtained during the 2018/2019 season by the Spanish Women's Football League (Liga Iberdrola), with relevant matches that far exceeded previous stadium attendance records. The main objective of this research is to analyze the role represented by women in advertising broadcast in sports retransmissions, specifically in the Women's World Cup France 2019. The methodology involves analyzing the spots selected for being from brands sponsoring the Spanish Women's National Soccer Team and the FIFA World Cup France 2019, for having been produced for the World Cup and for sponsoring other teams participating in it. All of them have been broadcasted in Spain on the television channel GOL TV. In order to carry out the analysis, an ad-hoc methodological instrument has been designed, from which to perform a content analysis of the spots. As a result, the analysis tool developed is presented and highlights the active, independent and detached from traditional roles that women represent in the advertising broadcast during the FIFA World Cup, France 2019.