How the success of the Matildas offers a path to reinventing sports marketing

Elly Strang

Tracksuit’s Elly Strang says the way the Matildas, Australia’s national women’s football team, have reinvented sports marketing gives brands the confidence that their sponsorship of women’s sport and investment in integrated campaigns will pay off.

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

Australia’s national women’s football team, The CommBank Matildas, has gone on a remarkable journey to reach a status beyond a sports team: they’re a cultural phenomenon.

Their journey through the Women’s FIFA World Cup held in Australia in 2023 cemented their status as one of the country’s most beloved sports teams and ignited football fever.

The semi-final between Australia and England was the most watched TV event of all time in the host country, averaging 7.2 million viewers across broadcast...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands