Commonwealth Bank has been named an official supporter of the FIFA Women’s World Cup Australia & New Zealand 2023.
Highlighting its commitment and investment into women’s football, the bank has also become one of the largest brand investors in women’s sport in Australia.
Sarai Bareman, FIFA Chief Women’s Football Officer, said: “Through their investment in Australian football since 2021, Commonwealth Bank has demonstrated a genuine commitment to growing women’s football participation, creating opportunities, and championing leadership.
“These goals are closely aligned with the objectives of FIFA’s own women’s football strategy, so this partnership truly is an exceptional fit. We look forward to working closely with Commonwealth Bank over the coming months as together we aim to inspire kids and communities through the power of women’s football.”
Furthermore, the pair will release activations in the build up to the competition. This includes the launch of the CommBank FIFA Women’s World Cup 2023 Player Escort Programme as 1,500 young children accompany players onto the pitch before matches.
“This is an exciting time for women’s sport in Australia and around the world,” added Monique Macleod, Group Executive Marketing and Corporate Affairs, Commonwealth Bank. “With 64 games taking place in Australia and New Zealand, the FIFA Women’s World Cup is the biggest women’s sporting event in the world.
“Following almost 25 years of investing in women’s sport through our partnerships with Football Australia and Cricket Australia, this partnership reinforces our commitment to supporting Australian football from the grassroots to the elite level.”
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Women’s football has been enjoying a meteoric rise in popularity, evidenced by the success of this year’s European Championships.
Particularly from a commercial and retail perspective, there has been a much increased demand for women’s football merchandise.
“This just shows that women’s football is having its moment off the pitch, just as much as it is on it,” Sam Patterson, Marketing Director at Footy.com, told Insider Sport.
“Seeing fans wearing their England jerseys with pride with names like Bronze, Hemp and Mead on the back really signifies a level of retail growth in the game we haven’t seen before.”