by Ben Miles, VP, executive creative director, brand design & consulting, Australia and Asia, R/GA

A call to seize the moment that the World Cup has presented to “inspire a new generation of girls (and boys) to pick up a ball and reach for the stars”.

The World Cup has set off with a bang with the Matildas’ victory over Ireland in front of a global television audience of 2 billion and a sellout crowd of over 75,000 fans at Stadium Australia in Sydney – a record attendance for a women’s soccer match in Australia.

I can’t help but get excited about one of the biggest sporting events in the world right here on our home turf. In many homes across Australia, die hard fans and weekend warriors are ready to passionately support their teams, turning back yards into makeshift pitches as neighbours scream in unison at their TVs.

Pivotal moment

It’s a pivotal moment of growth for women’s football in Australia to further pave the way for gender equality in sport and inspire the next generation of talent. The opportunity is here to convert Matildas and World Cup fans into A-Leagues fans and inspire a new generation of girls (and boys) to pick up a ball and reach for the stars.

At R/GA we worked with the A-Leagues to launch Here Come the Future – an anthem for the next generation of fans, a rallying cry to the collective of people who are not just shaping the future of the game, but the future of the country. Our core focus with A-Leagues is to level the playing field for men and women and to show the positive involvement that football can have on lives and communities. It’s also a drive for Australians to support the League, their local team and elevate the game.

Another client, Nike, is behind a push for a more definitive and unique identity that took on greater impetus. Nike confirmed, before a ball had even been kicked last week, that the Matildas had sold more jerseys than the Socceroos were able to during, and since, the 2022 men’s World Cup in Qatar. Australia simply can’t get enough of their girls in green and gold.

And while there’s still work to be done, I’m proud of the perception shift these brands are driving. I’m hopeful that the next generation of female players are inspired to play for the A-Leagues and then one day the Matildas. And that it drives FIFA to further rethink prize money allocation and reward women athletes justly, especially with stadiums selling out and brands investing more than ever. Prize money for the World Cup 2023 in Australia is $165 million, triple what was paid out in 2019 ($45 million), but still a far cry from the $656 million on offer to the men at Qatar 2022. And while FIFA is eying equality in that space in 2027, there’s no concrete commitment as yet.

Enter Gen Alpha

I see how my nine-year-old shifts seamlessly between FIFA ‘23, YouTube highlights and playing in real life. These Mini Millenials have an inclination towards blended realities and are transforming the landscape of sports engagement and the very definition of how we play and consume the game. These shifts will continue to morph and change as the next generation finds their footing. What’s certain is they’re hungry for the new.

There’s power in Gen Alpha as they grow to become the largest generation ever by 2025 and present an unparalleled opportunity for brands to connect. By 2025, there will be 3 million in Australia. They have the potential to have the greatest buying power of any generation yet, by virtue of sheer numbers, not to mention their influence over their Millennial parents’ family purchases.

By targeting the coveted Millennial parent demographic and captivating their Gen Alpha Kids, brands can craft a game that resonates with both ends of the spectrum. We need to feed the game in Australia, enabling parents to commit to the game, building community and nurturing a generational habit for all the family to belong to their local club. Brands should look beyond the game and create unique experiences for evolving attention spans. Innovate loyalty with rewards. Entertain, disrupt, amaze – while respecting tradition and activating the game’s legacy.

Demand Downunder

For over a decade, Australia has consistently ranked in the top ten of FIFA’s Women’s World Ranking. The team has achieved quarter final appearances in the last three World Cups, continuing to captivate the hearts, eyes, and wallets of the wider Aussie public.

Soccer is growing in popularity as a team sport for young girls in Australia, with participation up 108% in the last decade from 83,000 in 2012. This development in the grassroots game has helped drive our women’s national team to more success and many members of grassroots football clubs expect the tournament to have a transformative effect for participation in women’s sport in Australia. It’s a game changer in positioning the sport, not only globally, but also within the local community and raising awareness. Football Australia chief executive officer, James Johnson, has also pledged to transform soccer’s grassroots, including plans to increase the number of fields available to the community to stop families being turned away.

But challenges remain, including a glaring visibility gap for women in the media. Amplifying female athletes’ representation in the public sphere is crucial to inspiring young girls and ensuring they remain confident in pursuing sports.

Girls are losing their love of sport during teenage years at an alarming rate, and ruling themselves out, rather than in. Shockingly, 43% of girls who described themselves as sporty and active in primary school now no longer feel that way and are dropping out of regular exercise. The comparative figure for boys is 24%.

As we unite behind the World Cup in Australia, let’s boldly support female athletes through sponsorship and pathways, seizing this unique opportunity to establish a lasting legacy for both professional and grassroots players. Sport has the power to shape the mood of the nation, and together, we can empower Gen Alpha to carry the torch of equality and passion for the game into the future.

Tickets for the Cup were sold out, but I couldn’t have been more excited to take the family to France vs Jamaica. Let’s embrace this electrifying journey and stand united in our dedication to the beautiful game.

Allez.