The Commonwealth Bank (CBA) has expanded its investment in football, becoming the first local tournament supporter of the FIFA Women’s World Cup 2023.
CBA’s support of the FIFA Women’s World Cup makes it one of the largest brand investors in women’s sport in Australia, elevating its commitment to developing and promoting equality and inclusiveness.
As the Official Bank Supporter in Australia, CBA will release a range of initiatives, including activations and grassroots engagements such as the CommBank FIFA Women’s World Cup 2023 Player Escort Programme, which will enable 1,500 children aged 6-10 to be a part of FIFA Women’s World Cup 2023, accompanying players onto the pitch at the start of each match, in a money-can’t-buy experience.
Kicking goals from the elite level to the grassroots
With females currently representing just 26 per cent of players in Australia, CBA’s commitment to women’s football is an extension of its support of Football Australia’s Legacy ’23 strategy. Legacy ’23 is an ambitious five-pillar plan to take advantage of Australia hosting the biggest sporting event on our shores since the 2000 Olympics, with a key objective to become the first community sport to reach gender parity in participation.
CBA noted its partnership with Football Australia continues to make inroads, with CommBank Matildas match attendance, viewership, and merchandise sales significantly increasing since the partnership was announced last year.
Monique Macleod, Group Executive Marketing and Corporate Affairs, Commonwealth Bank
Monique Macleod, Group Executive Marketing and Corporate Affairs, Commonwealth Bank, said: “This is an exciting time for women’s sport in Australia and around the world. 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.”
Sarai Bareman, Chief Women’s Football Officer at FIFA, added: “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.”
Sarah Walsh, Head of Women’s Football, Women’s World Cup Legacy and Inclusion commented: “CBA has been a fantastic supporter for football in Australia since our partnership commenced in 2021 and we are delighted that it continues to support the development of our game- at every level. 2023 will be the biggest year Australian football has ever seen and Football Australia, through its Legacy ’23 strategy is absolutely committed to harnessing the attention the FIFA World Cup Australia and New Zealand 2023 will bring to drive long-term outcomes for the sport.”
Matilda’s captain Sam Kerr
Sam Kerr, Captain of the CommBank Matildas and CBA ambassador, commented: “When I was growing up, women’s football didn’t have the visibility and support it has today. To have a partner like CommBank supporting the CommBank Matildas and FIFA Women’s World Cup 2023 shows how far we’ve come.
“I want to use the FIFA Women’s World Cup 2023 as a way to show all Australian girls that they can achieve great things through football,” she said.
Commencing from November 2022 to November 2023, the partnership will include but is not limited to:
• Official Bank Supporter in Australia of the FIFA Women’s World Cup 2023
• CommBank FIFA Women’s World Cup 2023 Player Escort Programme
• Opportunity to activate across stadiums and official Fan Festival sites
See also: Docu-series on the Matildas coming to Disney+ in 2023