It has been met with controversy, from last-minute sponsorship announcements to concerns around the event's local impact. Despite criticism, the FIFA Women's World Cup Australia & New Zealand 2023™ reflects the rising commercial interest in women's football since the France 2019 finals.
Australia, a co-host of the event, faces its unique challenges. While the Women's World Cup brings a global spotlight, the country's football scene struggles with issues like representation, scandal, and a lack of media attention. Experts argue for urgent, challenging conversations around these issues to truly benefit from the Cup.
Yet, there is optimism. For some, the Cup isn't just an event; it's a game-changer. At the Football Writer’s Festival staged under the shadow of Sydney’s iconic Great Harbour Bridge last weekend, there was considered debate about the implications of the tournament. Some cites money, media, and shifts in mentality as reasons the Cup will alter the landscape of Australian football.
What's clear is that the Women's World Cup has the potential to reshape not only women's football but also the countries and societies that host it. It's a chance for growth, but only if we are willing to confront the difficult challenges that accompany it.
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