The corporate promotions world is climbing aboard the hype train,with a Nike shop on George Street opening a pop-up “dream arena” full of fan merchandise and The Star in Pyrmont filling a luxury penthouse with trophies and Matildas memorabilia.
“We’re starting to see billboards,we’re starting to see shopfronts filled with gear – the hype is definitely starting to build up as we get closer to the tournament,” said Samantha Lewis,a football writer and diehard fan who analyses the women’s game onThe Far Post podcast.
“For those who’ve been following women’s football for a long time,there’s definitely a bit of ‘I told you so’ about it. But it’s just really exciting to see people getting on board.
“I think in general people are starting to pay attention to women athletes – there’s the same storylines,the same rivalries as men’s sport,but the women athletes are so accessible,so relatable and they still feel the responsibility to use their platforms for good,to push for social change.”
As well as Sydney’s main FIFA-sanctioned fan hub in Darling Harbour,demand from local councils has resulted in about 40 live sites gearing up to broadcast some or all of the games for free,broadcaster Optus said.
The sites include Parramatta Square,the Concourse in Chatswood,North Sydney Oval,Heffron Park in Maroubra,Meadowbank Park in Meadowbank,Pratten Park in Ashfield,Lambert Park in Leichhardt,Eastwood Plaza and St Ives Village Green.