As Australia is gripped by FIFA Women’s World Cup fever, new data from brand tracking platform Tracksuit shows sponsors are reaping huge rewards.

The data shows 42% of consumers are more likely to purchase from a brand that actively promotes and supports women’s sports over brands who do not.

Gen Z are leading the charge with 60% of Aussies aged 18-24 prefer brands that back women’s sport (compared to only 40% for those aged  35-64); 45% of men are more likely to purchase from a brand backing female sport compared to 39% of women; almost 77% of Aussies have noticed an improvement in attention and support towards women’s sport in recent years; those aged 65 or older have noticed the change the most (81%).

Tracksuit head of marketing Mikayla Hopkins said: “Brands that have prioritised supporting women’s sport are reaping the rewards. While many said there’s no money in women’s sport, this data proves the exact opposite.”

Coca-Cola sign lights up for the Matildas

The iconic Coca-Cola sign in Sydney’s Kings Cross turned green and gold on Wednesday night in support of the Matildas and their historic semi-final match. 

Coca-Cola has been a proud supporter of the FIFA Women’s World Cup since its inception in 1991, which is now the biggest female sporting event in the world.

This year’s game is making history with record-breaking attendance, unprecedented global viewership, new contenders and thrilling underdog stories, and much more.

In the spirit of the game and to drive continued conversation and progress around diversity, equity, and inclusion, Coca-Cola turned their iconic red and white sign, green and gold to celebrate the massive achievements of the Matildas throughout an exhilarating and exciting tournament.

Coca-Cola also produced a new TVC for the tournament.

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.”

Jacob’s Creek raises a glass to the tournament

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

It is the first time a still wine has supported the FIFA Women’s World Cup. More than one million glasses of Jacob’s Creek wine are enjoyed each day around the world and, as a supporter of the tournament, Jacob’s Creek is providing its wine portfolio to VIP guests, hospitality suites and various events throughout the tournament.

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. 

“Great wine brings people together just as outstanding sporting events do.”  

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