The Matildas left their mark on the Victorian media landscape with coverage of women's sport more than doubling throughout the FIFA Women's World Cup 2023.
The FIFA Women’s World Cup 2023™ was a historic sporting event with nearly 2 million attendees and 11.1 million Australians tuning in to watch Australia's semi-final against England. This record-breaking audience marked the largest free-to-air TV ratings in Australian history.
So, how was this reflected in sports news coverage?
Released today, the Victorian Government’s latest report The Conversation of Sport: FIFA Women’s World Cup 2023, analysed over 4,000 sports news items in Victoria during the tournament, revealing powerful insights:
Despite this boost, women’s sport received a majority of coverage on just 3 dates, aligned with peak moments of the Matildas' campaign.
The report also highlighted the role of female journalists, who contributed a larger portion of news stories during the period, with 34% of bylines compared to 27% the previous year.
However, it also demonstrated ongoing inequities in sports news. Female journalists were 77% more likely than their male counterparts to report on women’s sport, and men were 18 times more likely to be asked to comment on women’s sport than women were to comment on men’s sport.
The FIFA Women’s World Cup 2023 has set a new benchmark for the visibility and popularity of women’s sport in Australia. The tournament showcased the power of inspiring female role models and highlighted the growing appetite for women’s football across the nation. Football Australia is committed to ensuring this momentum continues, creating more opportunities for women and girls to participate, engage, and thrive in the sport.Football Australia CEO, James Johnson
The media actively shapes who we see as role models and community leaders.
Football Australia's General Manager – Women’s Football, Carlee Millikin, spoke about the importance of seeing women role models in sport.
The FIFA Women’s World Cup 2023 reinforced the transformative impact of representation in sport. The ability for women and girls to see themselves in the Matildas and connect with their stories has been pivotal, not just for female participation, but also in shaping broader societal perceptions. This visibility empowers the next generation of players, coaches, referees, administrators and fans, inspiring them to dream big.Football Australia General Manager – Women’s Football, Carlee Millikin
Director of the Office for Women in Sport and Recreation, Sarah Styles emphasised the need to amplify the voices and visibility of women to drive meaningful change.
We encourage the media to build on this momentum and continue to elevate the coverage of women’s sports. Increased media coverage ensures that the talent, achievements, and stories of women athletes are celebrated year-round, fostering lasting change in the sporting world.Office for Women in Sport and Recreation Director, Sarah Styles
Achieving greater gender balance in sports media is key to breaking down barriers for women and girls to get involved in sport – from the player and club level, to the board room.
While the FIFA Women's World Cup 2023 saw an uplift in coverage, more work is needed to boost visibility in this space.
This research was delivered by Isentia and the Office for Women in Sport and Recreation as part of the Change Our Game Research and Insights Initiative.
Page last updated: 2 December 2024
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