Matildas' time to shine with 2023 Women’s World Cup poised to change the sporting landscape
Words and design
Michael Jones
Sue Monteath can almost hear the deafening beat of drums as she recalls the action from that rain-soaked field in Taiwan (Chinese Taipei) in 1984.
The fledgling Matildas were taking on a powerful German outfit – buoyed by their passionate supporters pounding huge drums throughout the match – during a World Women’s Invitation Tournament.
“We repelled attack after attack, clearing the line and working so hard as a team. We couldn’t hear our teammates speak because the drums were so loud,” Monteath (Bachelor of Arts '79 / Bachelor of Educational Studies '88) said.
“It felt like a victory, yet we’d just achieved a nil-all result – worth celebrating, but we were too exhausted to move.
“It’s one of my favourite memories over 10 years as a Matilda and highlights the ‘never-say-die’ motto that’s still associated with the team today.”
Pioneer Matildas player and UQ alum Sue Monteath in 1984. Image: supplied
Pioneer Matildas player and UQ alum Sue Monteath in 1984. Image: supplied
Much like the first Women’s World Invitational Tournament in Taiwan in 1978, it was a bittersweet moment for Monteath. The tour was one of the few chances Australian women got to pull on a green and gold jersey (with players often paying their own fares for the privilege), yet the matches weren’t formally recognised as international fixtures because the other nations taking part were represented by club or district teams.
Monteath's official debut for the Matildas’ came in Australia's first international-level match against New Zealand on 6 October 1979, in Sydney. She would go on to represent Australia 46 times, captaining the side from 1984 to 1987.
“I’m cap number 9 – an original,” the Football Australia Hall of Famer and University of Queensland Football Club (UQFC) life member said.
“My selection for the Matildas didn’t evolve from any dreams as a young girl as there was no national football representation for girls to aspire to. I could only watch my brothers play in football competitions.
"I think I developed my skills through playing a variety of sports available to girls at the time, and spending lots of time playing football informally with the neighbourhood children in the backyard.
“But I always followed athletes participating in national teams, including the Socceroos, and was aware of the honour and privilege associated with this representation.”
Matildas forward Caitlin Foord celebrates after scoring against Spain during the 2023 Cup of Nations. Image: Matt King/Getty Images
Matildas forward Caitlin Foord celebrates after scoring against Spain during the 2023 Cup of Nations. Image: Matt King/Getty Images
Fast-forward to this month, when fans will pack stadiums across Australia and New Zealand for the Women’s World Cup – predicted to be the most-attended Women’s World Cup ever and break the record for the most-attended standalone women’s sports event in history.
Kicking off on 20 July, matches have already sold out at some of the biggest stadiums in Australia and New Zealand – including the 52,500 capacity Suncorp Stadium in Brisbane.
It follows a record set in April last year, when 91,648 fans flocked to watch Barcelona play Wolfsburg in the Women’s Champions League at Camp Nou, in Spain.
According to Monteath, it looms as one of those ‘where-were-you-when’ moments and as a catalyst for change in the movement towards sports equality in Australia.
“I’m hopeful that hosting the World Cup in Australia, and an exceptional performance by the Matildas, will provide the momentum to achieve equality in sport for women,” Monteath said.
“You only have to look back as far as last year when England hosted the Women’s European Championships. While the opening match was played at Etihad Stadium and the final at Wembley, many of the venues proved to be inadequate for the size of the crowds.
“It’s worth celebrating that the Matildas achieved pay parity with their male counterparts in 2019, something the USA had to fight out in court. The Matildas now have the same benefits as the Socceroos when they represent their country.
“Yet, the season is still shorter for the A-League Women [Australia’s premier domestic competition], and they don’t have equal access to free-to-air television coverage.
“Ticket sales from this World Cup may help Football Australia and the media see the potential for addressing these issues. It’s important to have elite Australian and international players involved in our top-tier domestic league so they are visible and can inspire the younger generation.”
In a power move that would have been unfathomable even 5 years ago, this year’s Women’s World Cup has forced rugby league powerhouse the Brisbane Broncos, and NRL newcomers the Dolphins, to vacate their home ground of Suncorp Stadium and bunk with AFL side the Brisbane Lions at The Gabba.
UQ sports sponsorship and fan behaviour expert Associate Professor Monica Chien believes the decision to host Women’s World Cup matches on Australia’s biggest stages demonstrates a significant shift towards a commitment to promoting gender equality in sport.
“By giving precedence to the Women's World Cup matches at venues like Suncorp Stadium, it symbolises the recognition and support for women's football and emphasises that female athletes deserve equal access to premier venues and resources, on par with their male counterparts,” Dr Chien said.
“It sends a powerful message about creating an inclusive and equitable sporting environment.
“I believe this World Cup can inspire other cities, sporting organisations and nations to consider the needs of women's sports when allocating resources and scheduling events.”
Dr Monica Chien.
Dr Monica Chien.
Dr Chien said the popularity of women’s sport, and the marketability of female athletes, is on a “meteoric rise”.
“This began back in 2016–2017, and we’ve since seen the establishment and growth of dedicated women's sports leagues and competitions around the world, including Australia,” she said.
“Leagues, such as National Women's Soccer League and the WNBA in the US, are very popular and attract huge crowds. In Australia, we've seen the Women's Big Bash League [cricket] and AFLW go from strength to strength.
“They’ve created platforms for athletes to compete at professional and international levels and, at the same time, attract investments and sponsorship.”
Dr Chien points to a recent Nielson report that highlights significant audience growth in women’s sporting events.
“The survey was conducted in 8 key markets [Australia, United States, United Kingdom, France, Italy, Germany, Spain, and New Zealand] and found that 84% of the people interviewed were interested in women's sport,” Dr Chien said.
“And among those 84%, 51% were men. So, this suggests that women's sport engages a gender-balanced audience.
“Another important statistic was that 85% of people interviewed said that it was important for women's sports to continue to grow in popularity.”
On top of the establishment of organised top-tier competitions, Dr Chien said greater investment in free-to-air and digital broadcasting was also contributing to audience growth.
However, she said it’s becoming more apparent that female athletes are connecting to fans on a greater emotional level.
“They are garnering support around the world by addressing social issues, and are perceived by fans as honest, inspiring, progressive and family oriented.” Dr Chien said.
“If we look back at the 2020 Tokyo Olympic and Paralympic Games, female athletes made headlines by championing racial equality.
“And tennis superstar Naomi Osaka has been very vocal about the importance of mental health, even taking time out of the game during the 2021 French Open to prioritise her health.
“It’s also important to note that women’s sport is typically scandal-free, and athletes are seen as having a clean image.
“These characteristics are key to attracting millennials and the younger generation, whose support is so important.”
Matildas defender Clare Polkinghorne. Image: Matt King/Getty Images
Matildas defender Clare Polkinghorne. Image: Matt King/Getty Images
Fast-forward to this month, when fans of all ages and genders will pack stadiums across Australia and New Zealand for the Women’s World Cup – predicted to be the most-attended Women’s World Cup ever and break the record for the most-attended standalone women’s sports event in history.
Kicking off on 20 July, matches have already sold out at some of the biggest stadiums in Australia and New Zealand – including the 52,500 capacity Suncorp Stadium in Brisbane.
Matildas defender Clare Polkinghorne. Image: Matt King/Getty Images
It follows a record set in April last year, when 91,648 fans flocked to watch Barcelona play Wolfsburg in the Women’s Champions League at Camp Nou, in Spain.
According to Monteath, it looms as one of those ‘where-were-you-when’ moments and as a catalyst for change in the movement towards sports equality in Australia.
“I’m hopeful that hosting the World Cup in Australia, and an exceptional performance by the Matildas, will provide the momentum to achieve equality in sport for women,” Monteath said.
“You only have to look back as far as last year when England hosted the Women’s European Championships. While the opening match was played at Etihad Stadium and the final at Wembley, many of the venues proved to be inadequate for the size of the crowds.
“It’s worth celebrating that the Matildas achieved pay parity with their male counterparts in 2019, something the USA had to fight out in court. The Matildas now have the same benefits as the Socceroos when they represent their country.
“Yet, the season is still shorter for the A-League Women [Australia’s premier domestic competition], and they don’t have equal access to free-to-air television coverage.
“Ticket sales from this World Cup may help Football Australia and the media see the potential for addressing these issues. It’s important to have elite Australian and international players involved in our top-tier domestic league so they are visible and can inspire the younger generation.”
In a power move that would have been unfathomable even 5 years ago, this year’s Women’s World Cup has forced rugby league powerhouse the Brisbane Broncos, and NRL newcomers the Dolphins, to vacate their home ground of Suncorp Stadium and bunk with AFL side the Brisbane Lions at The Gabba.
UQ sports sponsorship and fan behaviour expert Associate Professor Monica Chien believes the decision to host Women’s World Cup matches on Australia’s biggest stages demonstrates a significant shift towards a commitment to promoting gender equality in sport.
“By giving precedence to the Women's World Cup matches at venues like Suncorp Stadium, it symbolises the recognition and support for women's football and emphasises that female athletes deserve equal access to premier venues and resources, on par with their male counterparts,” Dr Chien said.
“It sends a powerful message about creating an inclusive and equitable sporting environment.
“I believe this World Cup can inspire other cities, sporting organisations and nations to consider the needs of women's sports when allocating resources and scheduling events.”
Dr Monica Chien.
Dr Monica Chien.
Dr Chien said the popularity of women’s sport, and the marketability of female athletes, is on a “meteoric rise”.
“This began back in 2016–2017, and we’ve since seen the establishment and growth of dedicated women's sports leagues and competitions around the world, including Australia,” she said.
“Leagues, such as National Women's Soccer League and the WNBA in the US, are very popular and attract huge crowds. In Australia, we've seen the Women's Big Bash League [cricket] and AFLW go from strength to strength.
“They’ve created platforms for athletes to compete at professional and international levels and, at the same time, attract investments and sponsorship.”
Dr Chien points to a recent Nielson report that highlights significant audience growth in women’s sporting events.
“The survey was conducted in 8 key markets [Australia, United States, United Kingdom, France, Italy, Germany, Spain, and New Zealand] and found that 84% of the people interviewed were interested in women's sport,” Dr Chien said.
“And among those 84%, 51% were men. So, this suggests that women's sport engages a gender-balanced audience.
“Another important statistic was that 85% of people interviewed said that it was important for women's sports to continue to grow in popularity.”
On top of the establishment of organised top-tier competitions, Dr Chien said greater investment in free-to-air and digital broadcasting was also contributing to audience growth.
However, she said it’s becoming more apparent that female athletes are connecting to fans on a greater emotional level.
“They are garnering support around the world by addressing social issues, and are perceived by fans as honest, inspiring, progressive and family oriented.” Dr Chien said.
“If we look back at the 2020 Tokyo Olympic and Paralympic Games, female athletes made headlines by championing racial equality.
“And tennis superstar Naomi Osaka has been very vocal about the importance of mental health, even taking time out of the game during the 2021 French Open to prioritise her health.
“It’s also important to note that women’s sport is typically scandal-free, and athletes are seen as having a clean image.
“These characteristics are key to attracting millennials and the younger generation, whose support is so important.”
Matildas defender Clare Polkinghorne. Image: Matt King/Getty Images
Matildas defender Clare Polkinghorne. Image: Matt King/Getty Images
The Matildas have captured the hearts of young fans. Image: Chris Putnam/Future Publishing via Getty Images
The Matildas have captured the hearts of young fans. Image: Chris Putnam/Future Publishing via Getty Images
While there is still a long way to go towards reaching equality, Australian football took a major step forward in 2019 when Football Federation Australia and Professional Footballers Australia signed a landmark collective bargaining agreement (CBA) to close the pay gap between the Matildas and Australia’s national men’s team, the Socceroos.
The 4-year CBA ensured the Matildas and the Socceroos received a 24% share of an agreed aggregate of national team generated revenues, beginning in 2019-20 and rising by 1% each year.
Top Matildas’ players received an increased annual salary from around $66,000 to $100,000 – the same amount as the top Socceroos, while all players now have the same access to off-field benefits, such as business-class flights, training facilities and specialist performance support staff.
The allocation of any prospective World Cup prize money to players has also been increased. Under the CBA, players are entitled to 40% prize money on qualifying for a World Cup, with the share of prize money increasing to 50% if they progress to the knockout stages.
Cricket Australia announced a similar deal this month that will see professional women players share $133 million and benefit from a 66% increase in payments.
The Matildas have used recent matches leading up to the World Cup to advocate for nations where pay gaps still exist in the sport.
During the recent Cup of Nations tournament, the Australians wore purple tape on their wrists in a show of solidarity with Canada – their World Cup Group B opponents and reigning Olympic gold medallists – who were at war with their national federation.
Dr Chien said that through these actions – as well through their on-field success – the Matildas have managed to endear themselves with sports fans of all demographics.
“The Matildas have become a symbol of female empowerment and national pride,” Dr Chien said.
“The team has embraced the values of diversity, inclusivity and equality in sport – the same values Olympic and Paralympic Games organisers are embracing in order to make the Games more diverse, inclusive and equal.”
According to Monteath, superstar forward and Australia’s record goal-scorer Sam Kerr must take “a significant chunk of credit” for the Matildas’ popularity.
“Her goal-scoring feats on the world stage with her Women’s Premier League club Chelsea, have been integral to endearing the public to the game of football,” Monteath said.
“The Matildas are approachable, and spend ages signing autographs and posing for selfies with fans.
“Kerr and [fellow Matildas star Hayley] Raso have even written a children’s book, while players are represented in video games and toys.”
Matildas superstar Sam Kerr. Image: Brendon Thorne/Getty Images
Matildas superstar Sam Kerr. Image: Brendon Thorne/Getty Images
Matildas superstar Sam Kerr. Image: Matt King/Getty Images
Matildas superstar Sam Kerr. Image: Matt King/Getty Images
While there is still a long way to go towards reaching equality, Australian football took a major step forward in 2019 when Football Federation Australia and Professional Footballers Australia signed a landmark collective bargaining agreement (CBA) to close the pay gap between the Matildas and Australia’s national men’s team, the Socceroos.
The 4-year CBA ensured the Matildas and the Socceroos received a 24% share of an agreed aggregate of national team generated revenues, beginning in 2019-20 and rising by 1% each year.
Top Matildas’ players received an increased annual salary from around $66,000 to $100,000 – the same amount as the top Socceroos, while all players now have the same access to off-field benefits, such as business-class flights, training facilities and specialist performance support staff.
The allocation of any prospective World Cup prize money to players has also been increased. Under the CBA, players are entitled to 40% prize money on qualifying for a World Cup, with the share of prize money increasing to 50% if they progress to the knockout stages.
Cricket Australia announced a similar deal this month that will see professional women players share $133 million and benefit from a 66% increase in payments.
The Matildas have used recent matches leading up to the World Cup to advocate for nations where pay gaps still exist in the sport.
During the recent Cup of Nations tournament, the Australians wore purple tape on their wrists in a show of solidarity with Canada – their World Cup Group B opponents and reigning Olympic gold medallists – who were at war with their national federation.
Matildas superstar Sam Kerr. Image: Brendon Thorne/Getty Images
Dr Chien said that through these actions – as well through their on-field success – the Matildas have managed to endear themselves with sports fans of all demographics.
“The Matildas have become a symbol of female empowerment and national pride,” Dr Chien said.
“The team has embraced the values of diversity, inclusivity and equality in sport – the same values Olympic and Paralympic Games organisers are embracing in order to make the Games more diverse, inclusive and equal.”
According to Monteath, superstar forward and Australia’s record goal-scorer Sam Kerr must take “a significant chunk of credit” for the Matildas’ popularity.
“Her goal-scoring feats on the world stage with her Women’s Premier League club Chelsea, have been integral to endearing the public to the game of football,” Monteath said.
“The Matildas are approachable, and spend ages signing autographs and posing for selfies with fans.
“Kerr and [fellow Matildas star Hayley] Raso have even written a children’s book, while players are represented in video games and toys.”
Matildas superstar Sam Kerr. Image: Brendon Thorne/Getty Images
Matildas superstar Sam Kerr. Image: Brendon Thorne/Getty Images
Matildas superstar Sam Kerr. Image: Matt King/Getty Images
Matildas superstar Sam Kerr. Image: Matt King/Getty Images
Mary Fowler celebrates after scoring the winning goal against France in the Matildas' final match before the World Cup. Image: Robert Cianflone/Getty Images
Mary Fowler celebrates after scoring the winning goal against France in the Matildas' final match before the World Cup. Image: Robert Cianflone/Getty Images
Following a 1-0 victory over France in a friendly last Friday, and a 2–0 win over England in April, the Matildas head into the World Cup ranked 10th in the 77-nation tournament. The US are the top-ranked side ahead of Germany, Sweden, England and France.
The recent form follows Australia’s uplifting Cup of Nations victory in February, healing some of the mental scars left from the side’s disappointing quarter-finals exit from the 2022 Women’s Asian Cup.
Australia has never progressed beyond the quarter finals of the Women's World Cup, yet former Matildas player and UQ alum Vedrana Popovic (Master of Business Administration ’21) believes they are poised to defy history.
“I’m looking forward to seeing the girls progress through the rounds and I'm pretty confident they'll make it to the final,” Popovic said.
“I think they've got the depth in the team and incredible talent across the squad to achieve that.
“I know the girls have put in a tremendous amount of effort over the last few years to prepare for this World Cup on home soil. All players dream to make it to the World Cup, but to play in one in front of a home crowd is extra special.
“I'm excited for them and I'm excited for what it's going to do for the future of football in Australia – for both women and men.”
Vedrana Popovic in action for the Brisbane Roar. Image: Chris Hyde/Getty Images
Vedrana Popovic in action for the Brisbane Roar. Image: Chris Hyde/Getty Images
Popovic, who made her Matildas debut in 2013, represented the Brisbane Roar, Adelaide United and Melbourne Victory in the A-League Women’s competition between 2008 and 2015, before playing a season with UQFC in 2017.
“I have great memories from my time at the club. I loved the team and there was a great culture within the club,” she said.
This year marks UQFC’s 50th anniversary, a milestone Monteath is particularly looking forward to celebrating having been affiliated with the club for almost 4 decades.
“UQFC is such a special club to me, and I’m proud to have played both club and intervarsity football for UQ,” the UQ Blue (1987) recipient said.
“I love the camaraderie and value the longstanding friendships I have made.
“When I first played, there was only one team for women. Now there are 28! Plus, there are processes in place to bring junior players into the senior teams by associating with junior club teams.
“Having equal opportunities and pathways for participation is critical for both mental and physical health, and I acknowledge the wonderful work by UQ officials – particularly Hannah Byrne, UQFC Vice-President of Female Football.
“UQFC is doing an outstanding job, ticking lots of boxes for participation and equality in women’s football, and this will only get better over the next 50 years.”
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