How FIFA Women’s World Cup sold 2m tickets and became a cultural phenomenon

Ted Helliar

FIFA’s brief for the Women’s World Cup was to create a promotional strategy to raise awareness, appeal, excitement and intent to attend with the ultimate conversion metric of selling 1.5 million tickets, and TBWA’s Ted Helliar explains how this was achieved.

This article is part of a Spotlight series on sports and sponsorships in Australia. Read more

In 2023, the FIFA Women's World Cup (FWWC) in Australia and New Zealand exceeded all expectations. Record ticket sales, record global audience, captivated audiences and a national team that won the hearts of the nation.

FIFA's brief was to raise awareness, appeal, excitement, and intent to attend and sell 1.5 million tickets. It was clear that FWWC needed to be bigger than football. We had to elevate the World Cup beyond a football tournament and into a socio-cultural movement, moving...

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