Football Australia Seeks to Leverage Matildas’ World Cup Success for Lucrative Broadcast Rights
Football Australia (FA) is determined to capitalize on the incredible momentum generated by the Matildas’ impressive performances in the Women’s World Cup. The Matildas, led by coach Tony Gustavsson, reached the quarter-finals of the tournament for the second time with a convincing 2-0 victory over Denmark. This sellout match at Sydney’s Stadium Australia saw a record-breaking crowd of 75,784 fans in attendance, and the overall Women’s World Cup attendance has already surpassed 1.4 million spectators.
The broadcast of the Denmark match on free-to-air channel Channel Seven turned out to be their number one program for 2023, attracting a staggering 6.54 million viewers and an average audience of 3.56 million during the game. These outstanding figures have served as a clear indication of the high demand for broadcast rights in women’s football.
James Johnson, CEO of Football Australia, expressed his satisfaction with the current state of the game in the country. He highlighted the achievements on and off the pitch, including the co-hosting of the Women’s World Cup and the fact that the Matildas’ performance has matched or even surpassed the best performance of any Australian team in a Women’s World Cup. Comparing the broadcast numbers to popular sporting events like State of Origin matches or NRL grand finals, he emphasized that football is in a strong position.
The broadcast rights for the Matildas and Socceroos are up for negotiation next year, and Football Australia is eager to initiate the process to secure a new deal starting next month. While Johnson acknowledged the success of their current partnership with Network Ten, the remarkable viewership for the recent game indicates intense interest and competition for these rights.
Johnson emphasized the importance of building the brands and maintaining interest in football leading up to the negotiation process. He commended Network Ten as a great broadcast partner, enabling the entire country to watch the Matildas and the Socceroos on free-to-air television for every match. He urged sponsors, broadcasters, and the government to continue their support even after the Women’s World Cup concludes, highlighting the upcoming focus on the Socceroos in the October window.
Football Australia recognizes the need for ongoing support from government and commercial partners to sustain the positive trajectory of the sport. Johnson underscored the crucial role that investment and continued backing would play in further advancing football in the country.
As the Matildas’ remarkable journey in the Women’s World Cup continues to captivate audiences, Football Australia is determined to leverage their success to secure lucrative broadcast rights. The outstanding viewership figures and the overall interest surrounding the tournament demonstrate the tremendous potential and demand for women’s football in Australia. By building on this unprecedented momentum, Football Australia aims to propel the game to even greater heights while garnering the support and investment necessary for sustained growth.
