Record Optus Sport statistics backed up by immediate A-League Women support

Liam Watson
-League Women - Sydney FC v Western Sydney Wanderers season 2023-24
Image credit: Mark Metcalfe

Following the memorable FIFA Women’s World Cup 2023, supporters have already started to show that crowd and viewing numbers won’t dwindle down.

Optus Sport revealed their data and insights from the tournament, where they were the only place to see all 64 matches. During the four weeks of the World Cup, viewing figures and social media numbers rose at a considerable rate.

In a Women’s World Cup that saw the Matildas finish fourth, Optus Sport captured the substantial ratings generated.

Below are the findings as per Optus Sport:

  • Coverage of the FIFA Women’s World Cup 2023 delivered the highest total minutes streamed for a tournament in Optus Sport history – up 30% from minutes streamed for UEFA Euro 2022.
  • Biggest month ever in Optus Sport history for total minutes streamed – up 17% on previous record.
  • On average, Optus Sport customers watched more than 21 hours of FIFA Women’s World Cup 2023 coverage, with 75% viewing on TVs.
  • Three FIFA Women’s World Cup 2023 matches are now in Optus Sport’s top five games of all time in terms of minutes streamed, with nine FIFA Women’s World Cup 2023 matches now in the top 20 overall.
  • Over 100 million video views across all social platforms throughout the FIFA Women’s World Cup 2023.
  • Over 4000 pieces of content created/published throughout the FIFA Women’s World Cup 2023.
  • Optus Sport social platforms reached approximately 3.6 million Australians.
  • More than 400 articles covering the FIFA Women’s World Cup 2023 published throughout the tournament, achieving the highest ever monthly engagement in Optus Sport history, with 7 million reads.
  • Optus Sport FIFA Women’s World Cup 2023 Google Web Stories for the Matildas matches against France and England are the highest viewed Google Web Stories recorded in Australia.
  • Optus Sport experienced the biggest sign-up day ever in Optus Sport history.

Based on the start to the A-League Women’s season for 2023/24, the above numbers and figures are not a fluke.

After an off-season that saw Brisbane Roar, Canberra United, Melbourne Victory and Sydney FC all achieving their highest membership numbers ever, fans have begun to flock to games in a similar vein.

In opening round, Central Coast Mariners v Newcastle Jets was the record for the highest attendance for a standalone regular season Liberty A-League game, but that number was surpassed in the very next match by a Sydney FC v Western Sydney Wanderers derby that welcomed 11,471 fans to Allianz Stadium.

This will build a fantastic platform for the Liberty A-League – one that features penalty-taking hero Cortnee Vine running around for Sydney FC each week.

Not only that, the relaxed atmosphere of matches will allow young fans to look up to their favourite players and get them aspiring for bigger and greater goals.

Clive Dickens, Optus VP Television, Content and Product Development, stated that Optus Sport will be continuing to drive the positive momentum and shine the light on the women’s game going forward:

“Optus Sport continues to invest in – and be a champion of – football in this country,” he said via media release.

“And the FIFA Women’s World Cup 2023 served up some of the most incredible action we’ve ever seen; to have this played out across Australia and New Zealand and to see the crowd’s reaction to these amazing athletes has been truly incredible.

“We are dedicated to growing women’s football – and football more broadly – in Australia. The results reinforce the audience’s appetite for our best-in-class content strategy that brings world-class commentary and access-all-areas content that you can’t get anywhere else.

“We’ll continue to shine a light on the world’s best footballers, including our very own Matildas Sam Kerr, Caitlin Foord, Steph Catley, Mary Fowler, Alanna Kennedy, Clare Wheeler, Courtney Nevin, Lydia Williams, Teagan Micah, and Mackenzie Arnold.”

Sources:

  • QuickSight analytics, total minutes from all matches in OS history.
  • Emplifi, total video views across Facebook, Instagram, TikTok, Twitter, YouTube from July 20 to August 20, 2023
  • QuickSight analytics, total minutes streamed and paid account reach from July 20 to August 20, 2023
  • Google analytics and Apple News, total article views and unique reach from July 20 to August 20, 2023
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Mbappé move from Nike to On signals new battle for Football’s sponsorship market

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Kylian Mbappe UEFA Euro 2024 Qualifier
Image Credit: Shutterstock

Kylian Mbappé’s decision to leave Nike after almost 20 years has opened a new chapter in the commercial battle for football’s biggest names. The Real Madrid and France star has joined Swiss sportswear brand On, a significant boon for the company on entry into the football market.

Mbappé’s departure is a significant commercial loss for Nike. The forward joined the company as a nine-year-old and grew into one of its leading football figures. His loss compounds the recent transition of Spanish star Lamine Yamal to long-time rival Adidas.

On built its reputation in running, before expanding into tennis via Roger Federer. It will now use Mbappé’s experience as it develops football products, with its first boots expected to become widely available in the near future. Former France star Thierry Henry has also joined On as its football director and is a shareholder.

On has confirmed that Mbappé’s agreement includes both cash and equity, although the financial details have not been released, gives the partnership a deeper commercial connection than a traditional endorsement deal. Nike still holds significant football contracts, including long-term partnership with numerous national teams.

However, Mbappé’s move gives On an opportunity to challenge the established order, including Nike, Adidas, Puma and other emerging competitors. But will they turn this prized signature into lasting football credibility? To do so, the brand must now deliver products that can compete on performance, design and price.

Mbappé’s switch is therefore more than a sponsorship change. It signals an increasingly competitive fight for football’s most influential athletes and the billions of fans who follow them.

SBS expands Australian Championship broadcast coverage for 2026

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Image Credits: Football Australia

The Australian Championship will enter its second season with an expanded broadcast partnership between Football Australia and SBS. The 2026 competition will feature two live SBS broadcasts in every round, marking an increase from the tournament’s debut season.

Thursday night football will form a key part of the new broadcast schedule. The opening match will see Preston Lions face Wollongong Wolves on October 15th, with the game broadcast live on SBS2 and SBS On Demand. Saturday football will also remain part of the free-to-air schedule; first up, Sutherland Sharks’ clash with South Melbourne on October 17th will be shown live on SBS and SBS On Demand.

The expanded agreement gives the competition a greater presence across SBS’s linear channels while retaining its full streaming coverage, with every match across the 2026 Australian Championship available live on SBS On Demand. The platform also provides full replays and highlights for viewers to access at their discretion.

In addition to SBS’ coverage, Football Australia will also stream the competition via YouTube.

The Australian Championship consists of a six-round group stage, finals beginning at quarter-finals from November 26, and a Grand Final scheduled currently between December 10-12.

It features 16 clubs from seven states and territories. The broadcast schedule places several historic fixtures in front of a national audience: South Melbourne will meet Sydney United 58 in a repeat of the 1999 NSL Grand Final, and Sydney Olympic and Marconi Stallions will also renew a rivalry that includes NSL Grand Final meetings in 1989 and 1990.

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