“Leveling the Playing Field: Equality and the Women’s World Cup”

UN Women called it a game changer for gender equality: it normalized watching women’s football—reflected in how people spoke of “the game”—and amplified discussions on equality, including equal pay, and spurred institutional change within FIFA .

FIFA officials similarly predicted the 2023 tournament would be a “watershed moment” to raise the game to new heights and ultimately rival the men’s version .

In Australia, the phenomenon dubbed the “Matildas effect” and “Matildas fever” encapsulated the massive surge in interest at home—record-breaking broadcast audiences, merchandise sales surpassing those of the men’s team, and a 34% increase in female football registrations .