The greatest growth story in Australian sport. This is how Australian Football Association CEO, David Gallop, described the hype of women’s football in the country.
Sam Kerr’s transfer to Chelsea or the good performance by the Matildas at FIFA Women’s World Cup 2019, are the just the tip of the iceberg. The country registered a significant increase on SBS TV audience, reaching more than 2.8 million Australian. Likewise, Australia achieved the milestone of 100,000 registered female players, closer to countries as England or France, following the goal of making football the largest sport in the country. According to the BenchMark Emotional Connection study, the Matildas were ranked as Australia’s most-loved sporting team last year.
On the marketing side, big news were announced when the union Professional Footballers Australia (PFA) and the Football Federation Australia (FFA) agreed on an equal split of all commercial revenues among the first women’s and men’s national teams. At a domestic level, the W-League continues to be broadcast live on free-to-air with broadcaster ABC TV and, in 2015, FOX Sports joined the Westfield W-League as broadcast partner. Fan attendance to the national competition have progressively risen to a draw between 4,000 and 8,000 spectators. Top brands as Westfield, Hyundai, NAB or Qantas keep committed to the development of the women’s game.
In New Zealand, female football participation has increased at a sustainable 7% annual growth rate. A country that is showing its support towards women’s sports as the city of Auckland will be the host of the IWG World Conference on Women and Sport 2022.
Thus, under the #AsOne campaign, Australia and New Zealand announced their historic joint bid to host the FIFA Women’s World Cup 2023. From a business and marketing perspective, they have proposed measures as the following to ensure the potential success of the tournament:
- Implementing an innovative match scheduling within appealing broadcast windows for Europe, Africa, the Americas and emerging markets in Asia.
- Leveraging current sponsorship activities and value of women’s sports as the W-League and the Matildas are supported by 12 partners.
- Delivering an ideal platform to engage with the Asia-Pacific market, the fastest growing and most populous region in the world.
- Offering affordable ticket prices to maximise fan attendance, from USD 5 available for children and all match tickets priced below USD 90.
- Building on sponsorship, broadcasting and women’s sport growth in New Zealand after hosting 2015 FIFA U-20 World Cup.
Two countries and one historic bid, backed by two stable economies and a rising movement in favour of gender equality.