As women’s football’s biggest show kicks off, FIFA leaves it late in unveiling its commercial agenda

FIFA was still announcing sponsorship deals even after the Women’s World Cup kicked off on Thursday.
Tournament build up has been replete with botched sponsorship deals, broadcast stand offs, and lack of local engagement - but commercial expert believes the world governing body will make a success.
Why it matters: Women’s football has been global football’s big commercial story since the France 2019 finals. This is FIFA’s big chance to cash in on that growth and develop the women’s game from the top.
The perspective: While the women’s game grows, the overall game in co-hosts Australia faces difficult challenges. “Football in Australia isn’t a game in charge of its own financial future.”

(Sydney) In the end, the big kick off had something of a rushed feel.

18 minutes after co-hosts New Zealand kicked off the opening match of the 2023 FIFA Women’s World Cup in Auckland, FIFA rushed out a press release unveiling its two final sponsors for the tournament.

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