Roger Hampel
As we approach the FIFA Women's World Cup 2023, excitement and anticipation are reaching fever pitch. For the first time, the tournament will be co-hosted by two countries - Australia and New Zealand - marking an historic event in the world of international football.
The tournament is expanding in size, with an unprecedented 32 teams set to participate, up from 24 in previous editions. This expansion is opening the door to several nations making their debut on the world stage. Among the debutants - the Philippines, Vietnam, Zambia, Morocco, Haiti, Panama, Portugal, and the Republic of Ireland - the first three are particularly noteworthy, as none of their male counterparts have ever qualified for a World Cup.
This tournament will also be the first senior FIFA World Cup (both men's and women's) to be hosted in the Oceania Football Confederation's region, making it a milestone for football in the Southern Hemisphere. Matches will take place across diverse cities in both host nations, including Brisbane, Adelaide, Melbourne, Perth, Sydney, Dunedin, Auckland, Hamilton, and Wellington, with Sydney boasting two hosting venues.
Historically, the USA leads with four World Cup titles, followed by Germany with two, and Norway and Japan each with one. The question of which nation will lift the 2023 trophy remains wide open. Fans will also be closely watching Marta, the all-time top scorer of the tournament with 17 goals, as she represents Brazil in her sixth World Cup.
The Women's World Cup 2023 could challenge historical trends regarding home advantage. To date, only one team, the US in 1999, has won the World Cup while playing on home soil. As co-hosts, Australia and New Zealand look to defy this trend and leverage the home advantage to their favor.
One undeniable trend is the rise in fan attendance. The tournament has seen a steady increase in viewership, with over 1.3 million attendees in 2015 and more than 1.1 million at the 2019 edition in France.
Commercial interest in women's football is also on the rise. For the first time, FIFA has separated the commercial inventory for the Women's World Cup 2023, leading to new partnerships worth an estimated $307.92 million a year. Major contributors to this figure include partnerships with Wanda Group, Adidas, and Coca-Cola.
Moreover, a recent study by the Women's Sport Trust found that brand perception and consumer behavior are positively influenced by the sponsorship of women's sports. In the UK, 29% of adults have a more favorable view of brands that sponsor women’s sport, compared to 17% for those sponsoring men’s sport. Furthermore, 16% of UK consumers are more likely to purchase from companies sponsoring women’s sport.
As we move closer to the FIFA Women's World Cup 2023, one thing is clear: this tournament represents a major milestone in the history of women's football, reflecting the growth and increasing popularity of the sport on a global stage. The world eagerly awaits the kick-off whistle, heralding the start of what promises to be an unforgettable tournament.
FIFA Women's World Cup 2023: All You Need To Know.
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