Welcome to a special episode of the Own the Moment podcast, diving into the unforgettable 2023 FIFA Women's World Cup—an event that became a global cultural milestone, particularly in Australia. This tournament shattered records in every aspect: over 2 million tickets were sold, nearly 12 million Australians tuned in to witness the Matildas' gripping semi-final on TV, and we saw average crowd attendances of around 30,000, surpassing the France 2019 average of 20,000.
But let's be clear, this success wasn't merely luck, good timing or just because the Matildas happened to be playing well. My conversation with Kim Anderson, the Head of Marketing for the FIFA WWC23, reveals a different story, a story of thoughtful planning, the application of marketing fundamentals and captivating storytelling.
In this episode, Kim and I delve into the intricate marketing strategies that fueled this monumental success. We explore how they secured the bid, unravel the significance of the tournament's brand platform "Beyond Greatness," and discuss why WWC23 stands as a watershed moment in the discourse around women's sports, earning its title as a "tournament of firsts."
Enjoy the show.
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