Recognizing the role and potential of sports in the country’s comprehensive development
roadmap, the Australian government has adopted the Sports Diplomacy Strategy for 2030,
building momentum for the Brisbane Summer Olympics in 2032.
No surprise, then, that Canberra emphasized that sport is one of the important soft power
factors, helping to promote the national brand through various programs, especially initiatives
to encourage women and children to participate in sports.
The Australian women’s soccer team (nicknamed Matildas) has been essential in promoting
women’s sports. We know this because the Matildas had plenty of big achievements at the
2020 Olympics and, most recently, placed fourth overall at the Women’s World Cup 4 on
home soil. Thanks to this, the team’s reputation is rising, attracting much attention from the
media and the domestic and foreign public.
Through this article, we will find out how sports affect the country’s economy, and how
women’s sports are growing in importance in Australia but also in the rest of the world.
How does sport affect the country’s economy?
So, let’s explore this question. Australian female athletes contribute to the national economy
by attracting sponsorship, especially from abroad, to generate revenue for their country. Not
only that, but major sporting events such as the 2023 Women’s World Cup create a clear
growth momentum for the tourism industry and stimulate the local economy. At the same
time, events also create significant employment opportunities, from stadium staff, security
personnel, and volunteers to event organizers.
According to a recent Australian football report, the 2023 FIFA Women’s World Cup
(WWC) had a profound economic and social impact for host country Australia; the report
also indicated this was the first time the tournament had broken even, garnering $570M in
revenue.
We also know that it was watched by a pretty incredible 70% of Australia’s population, which
meant that the Matildas’ semifinal match became the most-watched national broadcast in
decades. Another curious fact is that about 86.7 thousand people who watched the
tournament were international and non-Australian visitors, so we could say that the Matildas
succeeded in providing additional tourism value to Australia
Luke Latham – Airwalles’ managing director in charge of Australia and New Zealand – said
the 2023 Women’s World Cup has brought AUD, USD, sterling, yen, euros, pesos, and dinars
into the country – all good news for Australia!
The success of female athletes not only boosts national pride and affirms the country’s name
and reputation on the international stage… it also plays a crucial role in promoting global
gender equality! Outstanding players, like the captain of the Australian women’s soccer team,
Sam Kerr, bring glory to the country, and also inspire many young girls to reach for their
dreams – thus promoting global gender equality.
According to statistics from the Olympic Committee, we’ve seen a steady boost in the
number of female athletes competing in the Olympic Games – reaching a grand 48% at the
Tokyo 2020 Olympic Games. This significant increase serves as a living testament to the
ongoing efforts to promote gender equality in sports.
Overall, women’s achievements in sports transcend all boundaries and impact the economy,
tourism, gender equality, media, soft power, and diplomacy. Female athletes can use sport as
a catalyst to create positive change for the country’s future development.
Global interest in women’s sports is rising
Over the past decade, women’s sports are in the spotlight now more than ever… but how did
we (finally!) get to this point? Thanks to the rise of gender equality, social media, and new
global media deals, although they often do not receive the same level of attention as men’s
sports, women’s sports are growing rapidly around the world. Research by Nielsen Sports
highlights the untapped potential and new business opportunities for rights holders, brands,
and media.
In previous years, women’s soccer fans had to do extensive research to see their favorite
teams because not all of them were broadcast on the main channels. In fact, many of them
were hidden in the digital space as if they were unimportant.
In 2019, things began to change. Channel 4 doubled the Women’s World Cup offering,
showing three times as many matches as Euro 2017. Three years later, in 2022, it prioritized
UEFA Women’s Euro 2022 by broadcasting 26 matches in total. We’ve also seen big spikes
in the number of viewers, indicating that the demand really is there – we want to see this stuff,
and the broadcasters are finally catching on!
Of course, this growth was mainly due to the number of female spectators. However, male
audiences are also on the rise, as younger male fans are particularly interested in women’s
sports, reinforcing gender equality in every sense.
So, to wrap up, women’s sports are certainly finding their feet in what has traditionally been a
somewhat hostile world. We’re all getting more excited to see women compete and showcase
their skills – and the economic benefits are unquestionable too.
