Will Australia have a shared cultural moment around the Women’s World Cup?
Welcome to a Friday edition of Unmade. Today: A week out from The Women’s World Cup kicking off in Australia, can we hope for a rare mass moment? Plus, a big bounceback on The Unmade Index.
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Home advantage but will the World Cup become an Australian moment?
There was a fascinating line in a news article published yesterday about a scandal gripping Ireland’s national broadcaster RTE.
The broadcaster’s best paid presenter, Ryan Tubridy, had received far higher salary than had been disclosed. It’s been a matter of a series of parliamentary hearings, and has gripped the country. The televised committee hearings have even been shown in pubs, like some sort of sporting event.
Hi Tim
Provocative as always 🙂
You must be living in a (beautiful tasmanian) bubble 🙂
OOH, TV, Bus etc etc marketing is splashed with FIFA WWC23 here in Sydney
When C7 and ourselves co-announce the 100% sold out brands and partners on Monday I’m not sure analysis will age well!
Here is a prediction for you – over 10m Australians will watch at least one full match and 20m Australians will stream at least 5m (across all platforms) and if/when Matildas go all the way the audiences will eclipse Sydney 2000 Total TV audiences. its all about 20-40 something females fans not older men like you and I!!
Search ‘FIFA Women’s World in Google trends or check it out here
https://twitter.com/clivedickens/status/1679587337188278272?s=20
Thanks for the comment, Clive. Admittedly I am in that glorious tassie bubble, although I did spend some time in Sydney last week.
I’m keeping my fingers crossed that it does become a true cultural moment that crosses beyond the usual footy fans, in the way the Lionesses did for the Euros. Here’s hoping…
All the best,
Tim
Tim,
I agree wholeheartedly. For the life of me, I can’t understand why this isn’t front and centre of the sporting culture right now. Apart from the obvious, that is. Probably best summed up by the title of Johnny Warren’s history of Australian football (soccer).
Maybe now that Origin is out of the way it will start to get some decent news coverage, but it’s coming late in the day and I am scratching my head as to why I haven’t seen an advertising and marketing pile on from the usual suspects. I can’t put it down to the fact of my consumer profile, especially gender, for this is as you say a cultural moment, albeit currently dormant. It’s left a gap for some more innovative marketers, but it seems like a late run now with plenty of opportunities squandered.
Cheers
I think we have an answer from today’s SMH: “The Matilda’s win over Denmark was the most watched broadcast event of the year (2.94m), eclipsing Origin Game 1 (1.98m) and even AFL Grand Final 2022 (2.179m).”