Event charts how FIFA Women's World Cup is driving growth of female sport

Coinciding with record-breaking attendance and global viewership of the 2023 FIFA Women’s World Cup 2023, leading figures in Australian sport and business come together in Sydney yesterday to establish a 'Winning Playbook' - the roadmap to guide the continued growth and development of women's sport.

Hosted by the NSW Government and Football Australia, the Winning Playbook looked at key trends driving innovation in women's sport, set against the backdrop of the remarkably successful FIFA Women’s World Cup 2023.

Speakers at the event at Sydney's Luna Park included FIFA Secretary General Fatma Samoura - who has overseen unprecedented growth in the sport; Jill Ellis, President of the San Diego Wave of the USA’s National Women's Soccer League  and two-time World Cup champion coach of USA Women’s National Soccer Team and James Johnson, Chief Executive of Football Australia.

The event was an initiative of the NSW Football Legacy Program which is overseeing the investment of $10 million by the NSW Government in football as a legacy of NSW hosting matches at the tournament.

Commenting on the roadmap, NSW Minister for Women, Jodie Harrison advised “the FIFA Women’s World Cup 2023 has not only showcased the beautiful game, it has turbo-charged women’s sport.

“There is so much to learn from this pivotal moment to allow us to unlock the potential for women’s and girl’s sport.

“The NSW Government recognises the importance of World Cups on home soil to increasing the visibility, engagement and support for women's sport.

“The FIFA Women’s World Cup 2023 has delivered on this promise, and today is about coming up with a game plan to keep future generations of girls loving and playing sport.”

NSW Minister for Sport, Steve Kamper added “the rise of women's football has been remarkable, with exponential growth in participation, record breaking attendances and increased investment.

“With more than 1.7 million tickets sold, Australian football fans are revelling in the highs, lows and excitement of the FIFA Women’s World Cup 2023.

“While the tournament has established a new benchmark for FIFA Women’s World Cups, the NSW Government is also committed to ensuring it leaves a positive legacy for women and girls through sport and that’s what The Winning Playbook is aiming to achieve today.”

FIFA’s Samoura also advised “accelerating the growth and development of women’s football on and off the pitch is a top priority for FIFA. Since 2018, FIFA has invested significant time and resources into reforming competitions, enhancing the game’s commercial value, modernising women’s development programs, and enhancing the professionalisation of the sport.

“Through this record-breaking FIFA Women’s World Cup, it has been thrilling to witness our strategies and investments, as well as those of our co- host countries and participating member associations, take women’s football to a whole new level. The new standards and benchmarks we have set at this truly special tournament will be felt for generations to come.”

Johnson went on to say “the FIFA Women's World Cup Australia and New Zealand 2023 has been a turning point for women's football in Australia. The energy and engagement we've seen around this event has been truly transformative. However, our journey does not end here. Through collaborative efforts with stakeholders at all levels of the game, we are committed to harnessing this energy to provide sustainable growth, inclusivity, and opportunity for women's sport in Australia. The Winning Playbook will ensure we stay focused and united in achieving these goals."

2023 Fan World Cup
While the world’s best women’s football teams battle it out on the biggest stage for the FIFA Women’s World Cup, the Australian Sports Commission (ASC) is promoting the planned 2023 Fan World Cup.

Backing Petr Kuzmin, co-founder of the Australian fan contingent, the Supporteroos, in drumming up interest from domestic and international fans for the event, the ASC advise “it’s movements like this that provide an incredible opportunity to unite and inspire Australia through sport.”

Kuzmin believes that the benefits of tournaments like the World Cup extend far beyond the 90-minute matches, commenting “international tournaments are fantastic opportunities for cross-cultural encounters

“Our fan friendlies allow fans from all nations to get to know each other better, socialise after the game, and potentially make long-term connections.”

The Supporteroos have hosted matches against fans from Ireland, Nigeria and Canada as they follow the Matilda’s journey through the World Cup pool stages. Their starting XI is made up players of all ages, genders and backgrounds.

Images from yesterday's Winning Playbook event courtesy of Karen Jones of the NSW Office of Sport.