Will the World Cup deliver for the drinks industry?

The FIFA Women’s World Cup 2023 kicks off this week with Jacob’s Creek and Coca-Cola as official supporters and high hopes throughout the Australian drinks and hospitality industry that it will deliver a major windfall.

The tournament has already sold more than 1.3 million tickets and is expected to break records for the most attended standalone women’s sporting event in history.

Around 55,000 international visitors are forecast to travel to Australia over the two-month competition according to Football Australia. Most will be arriving from the United States, England, Germany and the Republic of Ireland for the 35 matches in Australia, injecting up to $169 million into the Australian economy through direct spend. 

Excitement will be at fever pitch on July 20 when the Matildas play their opening match against the Republic of Ireland.

And for those who haven’t secured tickets to matches, pubs around the country will be screening the games. An estimated 1-2 billion people will watch the games on screens around the world.

Football fans to kick on later with extended trading hours

Sydney has secured 11 matches during the tournament, including the final, the most of any host city during the tournament. 

The NSW Government has thrown its support behind the FIFA Women’s World Cup by announcing special event extended trading hours for venues which screen Sunday night games.

Hotels and registered clubs, across NSW will be able to remain open until midnight, instead of the usual 10pm closing time if they provide a live broadcast for football fans.

Special event extended trading will apply to seven matches between Sunday, 23 July and Sunday, 20 August, including the FIFA Women’s World Cup final:

  • France vs Jamaica | Sydney Football Stadium, Sunday 23 July
  • Netherlands v Portugal | Dunedin Stadium New Zealand, Sunday 23 July
  • Germany vs Colombia | Sydney Football Stadium, Sunday 30 July
  • Norway vs Philippines | Eden Park New Zealand, Sunday 30 July
  • Switzerland v New Zealand | Dunedin Stadium New Zealand, Sunday 30 July
  • Round of 16: 1st Group G vs 2nd Group E | Melbourne, Sunday 6 August
  • Women’s FIFA World Cup 2023—final | Stadium Australia, Sunday 20 August 2023

Minister for Arts, Minister for Music and the Night-time Economy, and Minister for Jobs and Tourism John Graham said: “The FIFA Women’s World Cup is a global event that is going to bring people together and we want to make it easier for pubs and clubs to help their communities do just that by allowing people to enjoy and celebrate the Sunday night fixtures.

“Major events like a World Cup are moments for local venues to get a boost in numbers and in turn boost their local and night time economies. Extended Sunday trading will be a net win in towns and cities across NSW.”

Minister for Gaming and Racing David Harris said: “What better way to enjoy the electric atmosphere of the FIFA Women’s World Cup than surrounded by football fans at one of NSW’s premier licensed venues.

“As well as facilitating a great experience for fans, the NSW Government is committed to creating extra opportunities for hospitality venues during special events like this.

“It will provide a great boost to the state’s night-time economy as well as bringing fans and community together to cheer on the Matildas.”

Accommodation demand surges

The FIFA Women’s World Cup is also kicking much needed goals for Sydney hotels, with a spike in accommodation bookings.

Incoming NSW tourism boss Stacey McBride said the event has already created an uptick in hotel bookings around Western Sydney for the Matildas match on Thursday night.

“We are seeing a high number of bookings for accommodation providers located in the vicinity of Olympic Park and hotel capacity right across Sydney is nearing 70%, reflecting a noticeable surge in demand,” McBride said.

“The soaring popularity of women’s sport, and the Matildas in particular, is undeniable and it’s fantastic to see.

“In addition to equalling the playing field in Australian sport, it means that first-class stadia in NSW and across Australia more often have the chance to host tens of thousands of fans from every corner of the globe to cheer on their teams – both in men’s and women’s sport.

“For accommodation providers this translates to higher occupancy rates, while the local hospitality industry also sees an increase in both local and international visitor spend.

“When it comes to supporting Australian women’s sport it’s definitely a win-win for everyone.”

Jacob’s Creek’s ground-breaking partnership

Jacob’s Creek is the official still wine supporter of the FIFA Women’s World Cup 2023TM in Australia and New

It is the first time a still wine has supported the FIFA Women’s World Cup. As a supporter, Jacob’s Creek will provide its wine portfolio to VIP guests, hospitality suites and various events throughout the tournament.

Retailers across Australia and New Zealand have been activating the Jacob’s Creek Women’s World Cup 2023 campaign over recent months with consumer competitions, VIP access and gift with purchase opportunities.

Fans are able to enjoy a glass of Jacob’s Creek at FIFA Fan Festivals across the tournament’s nine host cities in Australia and New Zealand, in addition to at home and in establishments across the Pacific.

Jacob’s Creek and Pernod Ricard Winemakers Global Marketing Director Eric Thomson said: “Jacob’s Creek is proud to support this world-class sporting event and to be a part of this historic moment for women’s sport.”

Coca-Cola announced its FIFA Women’s World Cup 2023 campaign

Coca-Cola has been a proud supporter of every FIFA Women’s World Cup since the inaugural tournament in 1991.

For the 2023 tournament it will present a series of consumer experiences including a new TVC is set to air in Australia from 20 July. It showcases fans from around the world coming together to watch the games and cheer for their heroes while enjoying a bottle of Coca-Cola.

Inspiring stories of Team Coke players including Australia’s Ellie Carpenter and New Zealand’s Katie Bowen, who have all defied the odds and broken through barriers to achieve greatness in sport will be shared across Coca-Cola’s social channels.

Football fans will enjoy on-ground activations at the stadiums, including Stadium Australia (Sydney), Brisbane Rectangular Stadium and Eden Park (Auckland). Fans can visit a Coca-Cola experience tunnel and then capture the excitement with a unique photo opportunity.

Fans can visit the Coca-Cola recycling stand and selfie-photo wall to capture moments of celebration and magic at the Fan Zones at Tumbalong Park (Sydney), Federation Square (Melbourne) and The Cloud (Auckland). People who recycle their can or bottle can ‘Spin the Wheel’ to win prizes, including Coca-Cola tote bags and drinks vouchers.

Coca-Cola is providing nearly 500 waste and recycling bins across the stadiums and fan zones, encouraging spectators to recycle their bottles and cans. Coca-Cola is also investing in a new smart bin trial to help minimise waste contamination. Directional signage and flags with ‘recycle here’ messaging will be located around stadiums to make the recycling zones easy to locate.

On Friday, 18 August, Coca-Cola will also host a one-day diversity and inclusion summit in Sydney, continuing to push for progress for women and under-represented groups across business and society.

Coca-Cola Australia marketing director Kate Miller said: “Coca-Cola is committed to bringing people together, which is reflective of the essence of the FIFA Women’s World Cup. It is more than just a football tournament – it is a celebration of positive change in society and a testament to the unwavering spirit of believing in magic.

“When we unite and believe in the impossible, anything can be achieved. We want everyone to embrace the power of optimism, see what happens when you believe in magic and be part of this incredible journey at the 2023 FIFA Women’s World Cup.”

Diageo banks on the Ted Lasso effect

Diageo’s Johnnie Walker is joining with Ted Lasso star Hannah Waddingham on a mission to help close the visibility gap for women in sports.

Together, they are encouraging fans across the nation to ‘Watch Women Sports’ and to recognize the positive impact they can make by simply tuning into a game.

Though women make up more than 40% of all athletes, they receive less than 10% of total sports news coverage.

Diageo said that while record breaking reach and attendance for the global soccer tournament shows progress is being made, there is more work to be done to ensure the teams and athletes on the local level receive equal visibility and recognition, not just every four years, but every day like their male counterparts.

Beginning today through August 20th, anyone 21+ can go to to learn how to receive ‘Match Day Memos’ from Hannah and view this summer’s game day schedule.  

Johnnie Walker is donating $100,000 to its nonprofit partner, the Women’s Sports Foundation, to support the critical work they are doing to expand access and opportunities for women in sport so they can play, compete and lead without barriers.

“We must do better to ensure women receive the same visibility, recognition, and accurate portrayals as their male counterparts,” said Waddingham.

“I am excited to collaborate with Johnnie Walker, a brand that is steadfast in its support of gender equality, to help celebrate women athletes and inspire a culture that values the talents and potential of all women.

“The time to invest in women’s sports is now, and everyone, from brands to fans, has a role to to play, which is why Johnnie Walker is doubling down on our partnerships to build an even broader fanbase for these bold athletes,” said Sophie Kelly, Senior Vice President of Whiskies at DIAGEO North America.

“Women athletes have the power to help shape culture, inspire other women as positive role models, and break societal narratives so please join us in celebrating them and tuning in as we cheer them on all year long.”

Categories: News