Significant trio joins Football Australia Legacy ’23 Ambassadors line up

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Football Australia has announced the addition of Elizabeth (Liz) Broderick AO, Special Rapporteur and Independent Expert to the United Nations, Paralympic champion Kurt Fearnley AO, and Tourism Australia Managing Director Phillipa Harrison to the Legacy ’23 Ambassador Program.

The brand-new additions are set to bring their unique expertise to the program, particularly in the areas of international advocacy and diplomacy, tourism, plus diversity and inclusion. The trio will speak to the wide range of ambitions highlighted in Football Australia’s bold and innovative Legacy ’23 plan in the lead up to and beyond the FIFA Women’s World Cup Australia & New Zealand 2023.

In her former role as Australia’s longest-standing Sex Discrimination Commissioner, Liz Broderick AO has played an integral role in helping to break down structural and social barriers faced by women and men and has cemented herself as a globally recognised leader and advocate for diversity and inclusion.

Through her influential work with the United Nations and the Champions of Change Coalition, focusing on the rights of women and girls, Liz will use her Legacy ’23 ambassador role to help drive conversations around how gender equality in sport can influence other industries and progress international diplomacy.

Of her role, Liz said via a Football Australia statement:

“I hope that through Legacy ’23 we will see the sport become a catalyst to help our nation achieve gender equality for the next generations of women and girls here in Australia and across the world. What we know from all the research is that greater levels of gender diversity, build performance and capability, and that’s the great opportunity that exists off the back of 2023.”

Having grown up in the regional New South Wales town of Carcour, three-time gold medal-winning Paralympian, Kurt Fearnley AO, knows first-hand the importance of having advocates to support an individual’s progress and access to equal opportunities.

Of his role, Kurt said via Football Australia:

“Being a Legacy ’23 Ambassador is about making sure I can continue to play a role in ensuring that people with disabilities are visible and accepted within the community. The acceptance of the community was integral to my journey to becoming a professional athlete, and without it, I may never have been able to realise my potential. So, I hope that through Legacy ’23 we can further level the playing field and create pathways for athletes of all ages, all cultures and abilities.”

For Phillipa Harrison, hosting the FIFA Women’s World Cup 2023 represents an incredible moment for the Australian travel and tourism industry to showcase the world-class experiences the country has on offer and reinvigorate the local economy after a challenging two years. Phillipa is also excited to be able to leverage her role as a Legacy ‘23 Ambassador to celebrate the rich diversity of our First Nations people across all corners of Australia.

Beyond her passion to show the best of Australia to the world, Legacy ’23 also represents something quite personal for Phillipa, saying via Football Australia:

“As a mother of two young daughters, it’s really important that they see the possibilities of what they could be, and I would love to think that by having this global event in our own backyard, a whole generation of Australian girls can set their sights a little bit higher on what they can achieve now and into the future.”

Football Australia CEO James Johnson added via Football Australia about the new appointments:

“Our Legacy ’23 Ambassador program set out to represent the rich diversity of our community and with the addition of Liz, Kurt and Phillipa we are one step closer to achieving that. We believe in the ability of this program to influence change at a policy level, but most importantly at a societal level, and all of our ambassadors will be integral in supporting us with our ambitions to drive meaningful and lasting change in our game.”

Previously announced ambassadors making up the Final XI include:

  • The Hon. Julie Bishop, Chancellor of Australian National University
  • Julie Dolan AM, Matildas cap #1
  • Azmeena Hussain OAM, Director Football Victoria and social justice advocate
  • Narelda Jacobs, NIAG Member and Network 10 Presenter
  • Kate Jenkins, Australia’s Sex Discrimination Commissioner
  • Awer Mabil, Socceroo

2023 FIFA review underlines incredible Women’s World Cup impact

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FIFA has released their ‘2023 Financials in Review’ statement which highlights the incredible financial and cultural impact of the 2023 FIFA Women’s World Cup.

The FIFA Women’s World Cup heavily contributed to FIFA’s television broadcasting success with the body’s revenue total reaching AU$408.4 mil. The coverage was exceptional with the tournament being shown in over 200 territories by 130 broadcasters and in all other markets thanks to the FIFA+ platform. In order to provide for the ever-growing popularity of the women’s game, FIFA has adapted its media rights sales strategy by taking a more comprehensive and detailed approach to the market.

The skyrocketing television audiences have been replicated on FIFA’s digital platforms. Traffic in the tournament surpassed the entirety of the 2019 tournament within 12 days, welcoming 22 million unique users, with an average of 2.4 million users visiting FIFA Women’s World Cup channels daily.

The biggest source of income was the sale of marketing rights from commercial partnerships, which delivered AU$697 million, more than 101% over budget. FIFA successfully renewed record long-term partnerships with Hyundai/Kia, Qatar Airways and Visa to cover the Women’s World Cup and 2026 Men’s World Cup. A total of 30 sponsors signed up for the 2023 Women’s World Cup, up from 22 in the 2019 edition and they were duly rewarded for that.

Hospitality rights and ticketing sales for the FIFA Women’s World Cup amounted to AU$65.7 million, another record that the tournament smashed.

FIFA benefited from a strong demand for ticket and hospitality packages for this unique tournament, which also set a new Women’s World Cup record with nearly two million tickets sold, smashing their target of 1.5 million that was set in 2019 after the previous edition.

The average attendance rate across the tournament’s 64 matches was 87% with the highest crowd being 75,784 fans packed into a sold-out Stadium Australia to watch the Spain-England final.

Football Australia and the subsequent State federations all have the same focus in terms of making sure they successfully leverage the home World Cup and surpass their KPI’s.

In Football Australia’s One Football Framework, it states that they want to ‘reshape the game for Women and Girls’ which will start by aligning their digital and data strategies to be more focused on women which is similar to FIFA’s successful approach.

Recently the ‘Play our way’ program shows the government’s commitment with them providing $200 million in grants to improve sporting facilities for women and girls around Australia in the hopes to create a solid base for future growth.

The Legacy ’23 investments into Football that will amount to AU$296 million, will be key in maintaining growth and talent development as the A-Leagues sort out issues with professionalism and club finances that are affecting both the Men’s and Women’s game.

The success of the recent u20’s Young Matildas Asian Cup can’t be underestimated either in terms of the bright future this country is showing. A third place finish and bronze medal was the best ever finish from a Young Matildas side in the competition, with the squad featuring four players under the age of 18, one of the youngest in the competition.

These statistics by FIFA show that women’s football is experiencing a surge of interest and recognition, and the framework set out by Football Australia can ensure that is success is sustained long-term and positively affects participation at grassroots level.

CUPRA and Football Australia ties remain strong

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Image credit: Football Australia

Pioneering electronic car brand CUPRA will remain Football Australia’s official automotive partner after a strong two-year collaboration.

As part of the deal, the Spain-based car company will remain the official car of the Subway Socceroos and Commbank Matildas.

The re-signing highlights the forward trajectory Football Australia is experiencing across all levels, led largely by its work in women’s and grassroots football over the past 12 months.

When CUPRA began its association with Football Australia in 2022, it promised to attract audiences through its own storytelling techniques and commitment to inspiring change; both in automotives and in football.

Whether it’s illuminating its garages and dealerships with the green and gold of Australia’s national teams, or providing immersive commercials that captivates audiences, CUPRA has contributed greatly to Australian football’s recent success.

CUPRA has already begun their new era of collaboration with Football Australia, helping the organisation with its equality and diversity initiatives.

Earlier this month, CUPRA unveiled its Born PROUD vehicle at the Sydney Mardi Gras, featured alongside Football Australia’s float in the parade.

Football Australia CEO James Johnson led the plaudits, speaking via the Football Australia website.

“It’s fantastic to have CUPRA extend their partnership with Football Australia, allowing both parties to build upon the great work that has been achieved both on and off the field over recent years to drive forward Australian football,” Johnson enthused.

“CUPRA as a brand and their workforce have an unwavering passion for football, and it’s their global approach to business which mirrors so perfectly how our national teams engage with world football.

“We are excited to see CUPRA remain part of the Football Australia family and look forward to seeing what we can continue to accomplish as we move forward on this journey together.”

Based in Barcelona, CUPRA is leading the way for the electrification of light vehicles, and its partnership with Australian football has no doubt assisted its entry into the Australian car market.

Prior to 2022, CUPRA had built strong connections with local club FC Barcelona, and this has formed the basis for its strong commercial presence globally.

“Their progressive brand, incredible content and storytelling, plus authentic passion for football, locally and globally, has created a huge impact,” Football Australia Head of Commercial and Events, Tom Rischbieth, added via media release.

“We look forward to continuing this journey together as we look ahead to critical games for our beloved CommBank Matildas, Subway Socceroos and many of our Youth National Teams in 2024.”

CUPRA Australia Director Ben Wilks concluded with his own reflections on the new deal.

“Our renewal caps off two years of strong engagement and outstanding results for not only CUPRA, but for football in Australia as a whole,” he stated via press release.

“We’re delighted to see how that partnership continues to grow as we roll out a range of new initiatives and activations in this pivotal year for Australian football.”

Partnering with an innovative, future-thinking brand such as CUPRA almost fits Football Australia’s vision like a glove.

The success of the 2023 FIFA Women’s World Cup has illuminated young people across the country, which has Football Australia looking towards creating a sustainable future for the sport.

Alongside a brand pioneering sustainability in its own industry, Football Australia’s vision and output will continue to make a recognisable impact on Australian people.

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