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As is the case in the aftermath of any significant moment in human history, the identification of winners and losers will take place.
It will be no different in the afterglow of the Women’s World Cup.
Spain will be the most obvious winner, raising a trophy that was probably not predictable at the start of the tournament, particularly after all the turmoil that had taken place within the squad during 2022.
Good on the Spanish federation for backing a coach that is obviously up to the task and full credit to a group of players containing individuals that were only included due to the absence of others.
The Matildas are obvious winners, along with Sweden, despite the Scandinavians’ continued frustration at not being able to break through at a World Cup. For their consistency alone they are to be admired.
From a team perspective, the United States are obvious losers, bundled out in the Round of 16 amidst a heck of a lot of hoo-haa and messaging around social and political issues that did nothing more than distract the team. That much was clear.
Netherlands and Germany also walk away from the tournament disappointed. Early exists for both whilst sitting inside the top 10 on the FIFA women’s rankings was not what either had planned. Credit to Japan and Colombia, who both looked good for some time during the tournament yet just lacked that touch of class in the big moments.
Colombia’s Linda Caicedo. (Photo by Maddie Meyer – FIFA/FIFA via Getty Images)
Honourable mentions to Nigeria and Morocco, whose groundbreaking performances will have made a serious impact on their respective populations. Perhaps the biggest winner of all was Philippines, who debuted, won a match and continue their meteoric rise. Sadly for them, coach Alen Stajcic has moved on and the Filipinas’ loss will be Perth Glory’s gain.
FIFA come out of the World Cup looking rosy. Pre-tournament concerns around the Americans’ desire to make stances on issues would no doubt have had them worried, yet with the armband issues tidied up just prior to the opening match in the most politically-correct manner, the event ran seamlessly across both host nations.
Nearly 2 million attendees easily surpassed the previous record, ratings were astonishing and the visual backdrop provided in excellent weather and with mostly full stadiums, captured the attention of the globe and no doubt, when all the figures are released, will translate into the most successful Women’s World Cup ever.
Domestically, the biggest winner was Channel Seven, after it picked up the rights when Network 10 baulked at the $5 million dollar price tag, despite holding the rights to football played in Australia, and international matches outside of the World Cup for both the men’s and women’s national teams.
Nice one, 10. Talk about dropping the ball.
Channel Seven executives will be doing cartwheels through the offices, knowing that their investment could well return itself multiple times over. Needless to say, FIFA’s corporate partners will be grinning like Cheshire cats.
The Seven commentary team also performed well. John Aloisi, Heather Garriock, Elise Kellond-Knight and other ex-professionals brought the credibility and despite Mel McLaughlin often being cringy and clumsy with her expression, Bruce McAvaney silenced many a pre-tournament critic, with a polished display based on preparation and experience.
The fans were big winners. Despite a few public transport concerns, the matches were played in safe environments, tickets bought early on were reasonably priced and the experience was one that most people will take with them to the grave, such was the excitement of the month.
Big losers were every other sport taking place in Australia whenever the Matildas were in action. Ratings would have taken a whack, as international football involving an Australian team was played in prime time, such a rare occurrence.
Although FIFA did well to allow AFL fans to dream of what could be, as they watched the global spectacle on big screens whilst attending matches last Saturday night.
The Matildas will have enhanced their reputations and those not playing in the top two or three leagues in the world will have drawn attention to their performances.
(Photo by Justin Setterfield/Getty Images)
Cortnee Vine will stick with Sydney FC for now, as will Clare Hunt with Western Sydney, yet it seems outrageous that both will not find themselves in Europe fairly soon.
Kyra Cooney-Cross has drawn plaudits for her performances and is another likely bound for the Women’s Super League in the UK.
The Legacy ’23 funding initiative helped with infrastructure in the lead-up to the tournament and the $207.7 million has hopefully been wisely spent. However, the wave of support from ex-players, media, football executives and the Matildas themselves, for the urgent need to fund the game more enthusiastically, particularly at the grassroots level, has become deafening to the point of being a din.
And it is about time. We have been citing the disproportionate funding given to sports such as swimming and basketball for many years and 2023/24 will see no significant improvement in what football will receive from the Australian Sports Commission; a paltry $1.9 million and well off the numbers allocated to others.
Prime Minister Anthony Albanese’s proposed $200 million investment into continued infrastructure building and assistance for women’s sport is promising, yet its execution will be key in terms of seeing just where the money heads and subsequently having a tangible impact on football at the park level.
Right now, there are a heck of a lot winners, with few disappointed outside of the nations who failed to meet high expectations. However, there is one group still yet to benefit; perhaps the most important group of all.
The thousands of young girls who have taken up the game of football, and the many more set to do so after the inspiration of the World Cup, have gained nothing at this point, aside from that inspiration.
They need fields, change rooms, better access to the game, cheaper registration fees, kits designed for female players and a safe supportive environment in which to play.
Achieving all of the above would be the biggest win of all, and not the fat cats rolling around in their money after such a corporate and emotional success. All Australian football needs now is the will and the financial support.