The television audiences have surpassed those of the State of Origin and AFL Grand Final. The attendances have dwarfed those of previous Cricket and Rugby World Cups. The Women’s World Cup, and the Matildas, have cut through to the mainstream in a big way. Hosting a major tournament will always attract general public interest, but the high level of engagement observed in Australia for the Women’s World Cup was completely unanticipated. However as the general public gets on board, the mainstream media has been clumsily driving a public narrative which differs from that of Australia’s football community.
Two different expectations
Prior to the tournament, the football community had modest expectations of the Matildas, reflecting a challenging preparation campaign on and off the field. Off field issues included serious allegations from former Matilda, Lisa De Vanna, and the controversial sacking of head coach Alen Stajcic. On field issues resulted in long run of poor performances, lowlighted by a failed Asian Cup campaign. Meanwhile, global investment into female football had been exponentially improving, and so had the standard of the Matilda’s competition. In this context, many in the football community were stubbornly pessimistic about the team and its chances.
The general public on the other hand, was enjoying a superficial and glossier relationship with the Matildas. The Matildas were simply viewed as one of the best teams in the world with a great chance of winning the world cup, a perspective that was strengthened by aligned and well-resourced corporate messaging. Football Australia stuck by its new coach and released a statement in response to allegations against the team. Positive perceptions would help them sell World Cup tickets and secure government funding. Big brands invested in the team (Commonwealth Bank, Nike, Lego, Seven Network) and rolled out national advertising campaigns, high profile documentaries and feel good news stories. Positive perceptions would help them secure returns on their investments. The corporate messaging strengthened the Matilda’s already strong brand, and left many in the general public blindly optimistic about the team and its chances.
As the tournament approached, the Matildas finally started to achieve positive on-field results, but this still wasn’t enough to put the general public and the football community on the same page. The Matildas beat Spain, but Spain fielded a second rate team as it struggled with internal issues. The Matildas beat England, but England dominated the game with over 70% possession. The Matildas beat France, but they also lost to Scotland. The general public were satisfied by the results, but the football community remained unconvinced by the performances. As the tournament commenced the nation was divided by two incompatible sets of expectations.
The realities of tournament football
Just as the tournament was about to kick off, everyone’s expectations were dealt a blow by a last minute injury to Sam Kerr. The Matildas however, still managed to get over the line in their opening game, and defeated Ireland thanks to a single penalty goal. Despite yet another unconvincing performance, results are what matter in tournament football. That night the general public and football community united in celebration, although their different sets of expectations remained. Another injury soon struck the team, this time ruling Mary Fowler out of the next game. Australia would be forced to face Nigeria without two of its stars. The general public, now entranced by the world cup, was still fully expectant of the Matildas to defeat the ‘minnows’ of the group. This time however, the Matildas were unable to convert a result from a poor performance and Nigeria walked away with a remarkable 3-2 win. The football community’s concerns were sadly validated by the result, and the general public went into a violent shock, unleashing on the coach, Tony Gustavsson, as they confronted the possibility that that the Matildas could crash out of the tournament.
The general public and football community were again united following the Matildas game, but this time not in celebration, but apprehension. An emotionally invested nation understood the challenge of facing the reigning Olympic Gold medallists and they watched on in huge numbers. What unfolded before them was breathtaking performance that saw the Matildas annihilate the Canadian favourites. The stunning performance was repeated against Denmark, propelling the Matildas to the Quarter Finals and equalling their best ever world cup result. In two glorious games the Matildas effortlessly absorbed pressure in defence, clinically attacked on transition and delivered world class moments of individual brilliance including an iconic Mary Fowler assist. It was the football community’s turn to adjust their expectations following the masterful performances. Suddenly the football community emanated an optimism that brought them more in line with the general public.
A wiser way forward together
Generational media discrimination, administrative failures and government underfunding has contributed to the football community’s deep seeded pessimistic tendencies. The Matilda’s moment on the world stage has dared the football community to believe they can succeed, just as Ange Postecoglou’s Asian Cup winning Socceroos and Graham Arnolds’s World Cup record breaking Socceroos also did. The stubbornness of the football community’s pessimism has proven to be a tough nut to crack though with previous successes helping stem the negativity but not delivering total change. The Matilda moment is proving to be the greatest hope to changing this belief deficit in the football community and should they go all the way they may even fundamentally change the football community’s nature.
The Australian general public on the other hand have already come to expect sporting success through other avenues, so their Matildas journey has led them to a different awakening. The Women’s World Cup is not a Mickey Mouse prize as is the case for other competitions. The competition is inspirational, professional and converted globally. The Matildas are not simply big fish in tiny colonial sporting pond, they are a legitimately world class team of professionals taking on well-resourced, elite athletes from across the world. The Matildas should never be taken for granted, and judging by the evolving general public discourse, they won’t be.
The Matilda’s thrilling world cup campaign has resulted in millions of Australians watching the tournament and introduced countless new people to the game. This has been a massive disruption to the existing football community conversation and resulted in a brilliant and confronting exchange of perspectives. The general public have learnt that the Matildas may not win the World Cup. The football community have learnt that the Matildas can win the World Cup. Ultimately though it is the Matildas themselves that will drive the conversation. They have revealed the quality of female football for some, instilled in others a reason to believe and aligned everyone behind them as they pursue the shared and ultimate dream.
The Beautiful Game 