The time for women’s sports, it appears, is finally here.
Matildas fever hit our nation with a fervour never seen before. The last game versus England obliterating TV ratings records, becoming the most-watched television program of any kind since the current rating system was established.
It is a watershed moment and Australians are more engaged in the world game than ever. Inevitably this has also freshened the conversation around gender equality in women’s sports. At first glance, the argument would seem cut and dry. However there’s a little more to the story.
In July, the Matildas called out FIFA for the enormous discrepancy — a staggering $483 million — between the men’s and women’s World Cup prizemoney. This aspect of the gender inequality still present in the world’s most popular sport has far-reaching impacts on the players and, arguably, on women’s sporting codes worldwide.
Women often have to supplement their playing contracts with part-time jobs and have far less access to prime time opportunities as commentators and broadcasters.
A closer inspection will reveal far more promising indicators than what the majority may realise.
The Matildas are now one of the strongest sporting brands in the country, and as of July have surpassed its male counterparts for sponsorship revenue.
Matildas merchandise has sold out across the country. There’s been a ticketing strategy to enable the games, being held in stadiums across Australia and New Zealand for the first time, to be as affordable for families.
Some suggest that lower ticket prices (compared to the men’s games) negatively impact revenue and, in turn, leads to the lower prizemoney for the women’s game. But when stadiums are packed out and setting attendance records never seen in Australia, it’s hard to argue against it.
Another critical factor working for the Matildas (and TV ratings numbers) this year is the time zone — an opportunity we’ve never had before. Federal and State governments have invested hundreds of millions of dollars in the Women’s World Cup, with initiatives for the lead-up and aftermath rolling out in cities across Australia.
The onus is with Football Australia to set up our Matildas for success — and they’ve done a pretty good job of it so far.
But what happens when the World Cup is over?
Therein lies one of the most significant factors in reaching equality in women’s sports, especially in a code such as soccer — visibility.
Once the World Cup is over, our players will return to their clubs, with all bar five of our Matildas returning overseas. They’ll disappear from our TV screens and, for many Australians, from our hearts and minds.
While the FA strategy has been sound,they needed to go one step further to guarantee a genuinely lasting legacy for the game.
The missing piece of the puzzle is an individual brand strategy for each player to maximise their visibility during and immediately after the World Cup and their chances of securing lucrative sponsorship deals.
We all knew who Sam Kerr was before. We all know about her lucrative (and well-deserved) endorsement deals with Nike and EA Sports.
How many of us knew the names of any other Matildas before this incredible campaign?
Year-round football fans may have, watching our players in teams such as Manchester City, Everton or Arsenal. But most Australians now tuning in — some seven million of us on average — would have had no idea.
That is both one of the biggest obstacles and the most significant opportunities as it applies to gender equality in the game.
Brand endorsements need not only skillful, high-performing players, they need accessibility, visibility and tangible personality.
Global audiences need to be able to connect with the athlete on a more personal level on a regular basis. We want to know who they are, on and off the sporting field. And it would seem the Matildas are ready to be part of that bigger legacy.
But in a country like Australia — an “export” nation in football terms — the individual stories and brands of the players needed to be driven harder and earlier.
Let’s hope those stories are yet to unfold to keep the Matildas close to Australian hearts.
For more from Lanna Hill, visit leveragemedia.com.au.