“Winning the women’s world cup”: gender,branding, and the Australia/New Zealand As One2023 social media strategy for the FIFA Women’s World Cup 2023™
A summary of the research:
The article "Winning the Women’s World Cup: Gender, Branding, and the Australia/New Zealand As One 2023 Social Media Strategy" examines the strategic use of social media by the As One bid committee to secure hosting rights for the 2023 FIFA Women’s World Cup. The campaign effectively utilized Twitter to align with FIFA’s goals of increasing gender equity and growing women’s football globally. By emphasizing themes of empowerment, participation, and legacy, the campaign resonated with FIFA’s focus on gender equality and regional development. The study highlights how the bid committee crafted narratives around the socio-economic and cultural benefits of hosting the tournament, using hashtags like #AsOne and #GetOnside to engage diverse audiences, including stakeholders, politicians, and fans.
The research identifies the social media campaign as a critical factor in the success of the joint bid by Australia and New Zealand. While rival bids lacked online presence, the As One strategy showcased a cohesive, well-coordinated vision that appealed to FIFA’s organizational goals. However, the study critiques the campaign’s reliance on symbolic language, noting a lack of detailed mechanisms for achieving the proposed benefits. It concludes that the As One bid exemplifies the growing role of social media in shaping narratives and securing legitimacy in global sports governance.
Key Takeaways
The As One bid strategically used Twitter to align with FIFA’s goals of gender equity and regional football development, securing hosting rights.
Hashtags like #AsOne and #GetOnside mobilized public and stakeholder support, creating a cohesive narrative that set the bid apart from competitors.
While effective, the campaign relied heavily on symbolic rhetoric, with limited discussion of practical strategies for achieving its proposed legacy goals.
Authors: Adam Beissel, Verity Postlethwaite & Andrew Grainger
You can read the whole article here.
