Women's World Cup 2023 commercial preview: Every team, every sponsor, all the major TV deals

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Another year, another landmark moment in the ongoing commercial development of women’s soccer.

Fifa hopes two billion people will watch the 2023 Women’s World Cup, which got underway on Thursday and is the first to feature 32 teams. That would be nearly double the 1.12 billion who tuned in for the 2019 edition in France, where 24 countries competed.

Close to 1.4 million tickets have already been sold for 64 matches taking place across Australia and New Zealand, surpassing the record total for the tournament set eight years ago in Canada. The co-hosts remain optimistic of reaching their ticket sales target of 1.5 million.

However, the headlines going into the tournament haven’t all been positive. Media rights to the Women’s World Cup were sold separately to the men’s equivalent for the first time, which led to a standoff in some key European markets as Fifa president Gianni Infantino dug in his heels and publicly called on broadcasters to improve their offers. Reports last week suggested that soccer’s global governing body missed its broadcast rights revenue target by US$100 million, falling short of its US$300 million goal.

A sponsorship deal with the Visit Saudi tourism board also had to be shelved after reports of the partnership sparked a backlash from human rights groups, players and fans. Still, Fifa says it has sold out of commercial inventory for the tournament, with the portfolio boasting two dedicated ‘Women’s Football Partners’ in the form of Visa and Xero, as well as five top-tier Fifa partners, nine Women’s World Cup sponsors and 14 tournament supporters.

Meanwhile, Australia’s Matildas this week reignited the debate around equal pay, with all 23 members of the host nation’s squad featuring in a video criticising the gender disparity in World Cup prize money. Teams will be competing for a share of US$110 million over the next four weeks, which is a 300 per cent increase on the 2019 edition, but remains well short of the US$440 million that was up for grabs at Qatar 2022.

Those issues will likely continue be highlighted during the coming month. For now, SportsPro presents a comprehensive commercial breakdown of every competing team, as well as the tournament sponsors, broadcasters and venues.

The #FIFAWWC is ready to shine on its BIGGEST Stage EVER! 🇦🇺🇳🇿#BeyondGreatness
— FIFA Women's World Cup (@FIFAWWC) July 19, 2023

The teams

Note: All sponsorship values have been officially disclosed or reported.

Group A

New Zealand

Fifa ranking: 26th
Federation president: Johanna Wood
Federation revenue: NZ$20.3 million (US$12.9 million) in 2022
Kit supplier: Nike (First signed in 2003, covers all New Zealand national teams)
Main sponsor: Ford (Signed in 2021, expires 2024)
Other partners: Procter & Gamble, McDonald’s, ACC SportSmart, TAB, Shieff Angland, Go Media, Sporty, House of Travel, The Lion Foundation, The Southern Trust, Resene, Xero
Team social media following: 34,630 (Facebook, Instagram, TikTok)
Federation social media: 148,400 (Twitter, Facebook, Instagram, TikTok, Youtube)

Norway

Fifa ranking: 12th
Federation president: Lise Klaveness
Federation revenue: NOK981.5 million (US$97.9 million) in 2021
Kit supplier: Nike (Extension signed in 2020, expires 2026, covers all Norway national teams)
Main sponsor: Telenor (Signed 2022, expires 2026)
Other partners: Kiwi, DNB, Gjensidige, Equinor, Norsk Tipping, Unisport, Tine
Team social media following: 57,700 (Instagram)
Federation social media following: 599,780 (Facebook, Instagram, TikTok, Twitter, YouTube)

Philippines

Fifa ranking: 46th
Federation president: Mariano Araneta
Federation revenue: Not published
Kit supplier: Adidas (Signed 2023, expires 2027)
Main sponsor: N/A
Other partners: N/A
Team social media following: 130,320 (Facebook, Instagram, Twitter, YouTube)
Federation social media following: 179,900 (Facebook, Instagram, Twitter, YouTube)

Switzerland

Fifa ranking: 20th
Federation president: Dominique Blanc
Federation revenue: Not published
Kit supplier: Puma (Valued at US$1.5 million a year, signed 1998, multi-year extension signed 2011, covers all Switzerland national teams)
Main sponsor: Credit Suisse (Valued at 5 million Swiss francs (US$5.8 million) per year, first signed in 1993, extended 2019, expires 2023)
Other partners: Volkswagen, Swiss International Airlines, Carl F Bucherer
Team social media following: 67,400 (Facebook, Instagram)
Federation social media following: 98,521 (Instagram, Facebook, Twitter, TikTok, YouTube)

Group B

Australia

Fifa ranking: 10th
Federation chairman: Chris Nikou
Federation revenue: AUS$76.45 million (US$51.72 million) in 2022
Kit supplier: Nike (First signed 2006, extended 2012, expires 2023, covers all Australia national teams)
Main sponsor: Commonwealth Bank (Signed 2021, expires 2025)
Other partners: Qantas, Cupra, Rebel, Seven Consulting, Priceline, Cadbury, Subway, Lego
Team social media following: 574,200 (Facebook, Instagram, Twitter, TikTok)
Federation social media following: 632,700 (Facebook, Instagram, Twitter, TikTok, YouTube)

With the @FIFAWWC kicking off this Thursday, our @TheMatildas have a message for those who paved the way. For those who broke down barriers and fought for progress. For the past. For the future.

For those within our football community, our fans, our sponsors, our politicians,… pic.twitter.com/gVImezbX30
— Professional Footballers Australia (@thepfa) July 16, 2023

Canada

Fifa ranking: 7th
Federation president: Charmaine Crooks
Federation revenue: CAN$47.6 million (US$35.93 million) in 2022
Kit supplier: Nike (Multi-year deal signed in 2018, covers all Canada national teams)
Main sponsor: CIBC (Valued at CAN$5 million a year, multi-year deal signed in 2022)
Other partners: Access Storage, Allstate, Carlsberg, Degree, Gatorade, GE Appliances, GoGo Squeez, Maple Lodge Farms, Quesada Burritos & Tacos, Teck, Toyota
Team social media following: 31,800 (Twitter)
Federation social media following: 1 million (Facebook, Instagram, Twitter, TikTok, YouTube)

Nigeria

Fifa ranking: 40th
Federation president: Ibrahim Gusau
Federation revenue: US$20 million in 2021
Kit supplier: Nike (Signed 2015, extended 2018, expires 2026, covers all Nigerian national teams)
Main sponsor: N/A
Other partners: Aiteo Group, Nigerian Breweries, Premier Lotto, MTN, Cadbury, Emzor Pharmaceuticals
Team social media following: 168,100 (Twitter, Instagram)
Federation social media following: 1.82 million (Facebook, Twitter, Instagram, YouTube, TikTok)

Republic of Ireland

Fifa ranking: 22nd
Federation president: Gerry McAnaney
Federation revenue: €54.3 million (US$59.1 million) in 2021
Kit supplier: Castore (Signed 2023, expires 2028, covers all Irish national soccer teams)
Main sponsor: Sky (Signed 2021, expires 2025)
Other partners: Bank of Ireland, Circle K, SSE Airtricity, Aviva, Carlsberg, Nissan, DHL, Intersport Elverys, Aircoach, Evoke.ie, StatSports, Ballygowan, Energise Sport, EA Sports, Extra.ie, Cadbury
Team social media following: 21,900 (Twitter, Facebook)
Federation social media following: 1.34 million (Facebook, Twitter, Instagram, TikTok, YouTube)

Group C

Costa Rica

Fifa ranking: 36th
Federation president: Rodolfo Villalobos Montero
Federation revenue: Not published
Kit supplier: Adidas (Signed 2023, expires 2027, covers all Costa Rica national teams)
Main sponsors: Dos Pinos, Kolbi, Medismart, Scotiabank
Other partners: Conrelax Plus, EPA, Euromobilia, Gatorade, Hospital Metropolitano, INS, InterContinental, Interfrutd, Jaam, Kizuna Tech, Plycem, PedidosYa, Pepsi, Regen, SAAT, , Transportes Marvi, Trumix
Team social media following: N/A
Federation social media following: 1.49 million (Facebook, Instagram, Twitter, YouTube)

Japan

Fifa ranking: 11th
Federation president: Kohzo Tashima
Federation revenue: Not published
Kit supplier: Adidas (First signed 1999, extension signed 2023, covers all Japan national teams)
Main sponsor: Kirin (Extension signed 2023, expires 2030)
Other partners: ANA, APA Hotel, AU, Mizuho, MS&AD, Saison Card, Toyo Tires, Yomiuri Shimbun
Team social media following: 2.84 million (Facebook and Twitter)
Federation social media following: 2.95 million (Facebook, Instagram, TikTok, Twitter, YouTube)

Spain

Fifa ranking: 6th
Federation president: Luis Rubiales
Federation revenue: €369.8 million (US$314.9 million) in 2021
Kit supplier: Adidas (€18 million a year, extension signed 2019, expires 2030, covers all Spain national teams)
Main sponsor: Ibedrola (First signed 2016, multi-year extension signed 2019)
Other partners: Alimentos de España, APK Renting, Artero, Cervezas Victoria, El Ganso, El Gourmet de la Roja, Halcon Viajes, Iberia, Marcos Automoción, Renfe, Sangre de Toro, Sanitas, SEUR, Sierra Cazorla, TCL, Tetra Pak Wimu
Team social media following: 476,800 (Facebook, Twitter, Instagram)
Federation social media following: 3.21 million (Facebook, Instagram, TikTok, Twitter, YouTube)

Zambia

Fifa ranking: 77th
Federation president: Andrew Kamanga
Federation revenue: Not published
Kit supplier: KoPa (Multi-year deal signed 2018, covers all Zambia national teams)
Main sponsor: N/A
Other partners: N/A
Team social media following: 14,700 (Facebook, Twitter)
Federation social media following: 1.11 million (Facebook, Twitter, Instagram, YouTube)

Group D

China

Fifa ranking: 14th
Federation chief executive: Chen Xuyuan
Federation revenue: RMB460 million (US$64.1 million) in 2020
Kit supplier: Nike (Valued at CH¥1billion, signed 2015, expires 2026, covers all China national teams)
Main sponsor: N/A
Other partners: Ping An, CR Beverage, Mengniu, Xiaoqin, AirGoal, Polay Pharma, Prada
Team social media following: N/A
Federation social media following: N/A

Denmark

Fifa ranking: 13th
Federation chief executive: Jesper Moller
Federation revenue: Not published
Kit supplier: Hummel (Signed 2015, extended 2019, expires 2030, covers all Denmark national teams)
Main sponsor: Forenet Kredit (signed 2021, expires 2025)
Other partners: Atea, Oddset
Team social media following: 258,899 (Facebook, Twitter, Instagram, TikTok)
Federation social media following: 163,300 (Facebook, Twitter, YouTube)

England

Fifa ranking: 4th
Federation chief executive: Mark Bullingham
Federation revenue: UK£518.8 million (US$678.5 million) in 2022
Kit supplier: Nike (Valued at UK£400 million, extension signed 2016, expires 2030, covers all England national teams)
Main sponsor: BT (Valued at UK£60 million, signed 2019, expires 2024, covers all England national teams)
Other partners: Budweiser, Dettol, Disney UK, Google Cloud, LG, Lucozade Sport, M&S Food, Mars Wrigley UK, Nationwide Building Society, Nuffield Health, Weetabix, Xbox, Xero
Team social media following: 1.25 million (Facebook, Instagram, Twitter)
Federation social media following: 34 million (Facebook, Instagram, TikTok, Twitter, YouTube)

Haiti

Fifa ranking: 53rd
Federation general secretary: Carlo Marcelin
Federation revenue: Not published
Kit supplier: Saeta (First signed 2013, multi-year extension signed in 2018)
Main sponsor: N/A
Other partners: N/A
Team social media following: 21,177 (Facebook, Instagram, YouTube, Twitter)
Federation social media following: 642,760 (Facebook, Instagram, YouTube, Twitter)

Group E

Netherlands

Fifa ranking: 9th
Federation president: Just Spee
Federation revenue: €105.8 million (US$118.8 million) in 2020
Kit supplier: Nike (Valued at UK£9.6 million per year, signed 1996, extension signed 2014, expires 2026, covers all Netherlands national teams)
Main sponsor: ING (Signed 2010, extension signed 2022, expires 2028)
Other partners: Albert Heijn, Bitvavo, KPN, Nederlandse Loterij, Nike
Team social media following: 628,100 (Facebook, Instagram, Twitter)
Federation social media following: 880,100 (Facebook, Instagram, Twitter, YouTube)

Portugal

Fifa ranking: 21st
Federation president: Fernando Gomes
Federation revenue: Not published
Kit supplier: Nike (Valued at UK£6.5 million a year, signed 1997, extension signed 2017, expires 2024, covers all Portugal national teams)
Main sponsor: Sagres (Extension signed 2018, expires 2024)
Other partners: Altice, BPI, Jogos Santacasa, Cuf, Sacoor Brothers, Hertz
Team social media following: N/A
Federation social media following: 21 million (Facebook, Twitter, Instagram)

United States

Fifa ranking: 1st
Federation president: Cindy Parlow Cone
Federation revenue: US$119.5 million in 2022
Kit supplier: Nike (First signed 1995, extension signed 2021, expires 2033, covers all US national teams)
Main sponsor: Volkswagen (Valued at ‘seven figures annually’, extension signed 2022)
Other partners: Allstate, Anheuser-Busch, AT&T, BioSteel, Chipotle, Coca-Cola, Deloitte, Gogo Squeez, Truly, Visa
Team social media following: 4.5 million (Instagram, Twitter)
Federation social media following: 4.4 million (Facebook, Instagram, Twitter, YouTube, TikTok)

The USWNT are favourites to win the Women’s World Cup for a third time in a row

Vietnam

Fifa ranking: 32nd
Federation president: Quoc Tuan Tran
Federation revenue: Not published
Kit supplier: Grand Sport (First signed 2015, expires 2023)
Main sponsor: Hung Thinh Land (signed 2020, expires 2024)
Other partners: Acecook, Bia Saigon, Herbalife, Honda, Red Bull
Team social media following: N/A
Federation social media following: 2.7 million (Facebook, YouTube)

Group F

Brazil

Fifa ranking: 8th
Federation chief executive: Ednaldo Rodrigues
Federation revenue: R$1.01 billion (US$210.8 million) in 2021
Kit supplier: Nike (US$35.5 million a year, signed 1996, expires 2026, covers all Brazil national teams)
Main sponsors: Itau Unibanco (four-year extension signed in 2022), Vivo (extension signed in 2015, expires 2023), Guaraná Antarctica (eight-year extension signed in 2019), Neoenergia (signed 2021, expires 2024)
Other partners: Mastercard, Gol, Garena Free Fire, Kwai, Ze Delivery, Cimed, Fiat, Pague Menos, Semp TCL, Kavak, Rappi, Café 3 Coracoes, TechnoGym, StatSports, Globus Italian Excellence
Team social media following: 2.4 million (Twitter, Instagram)
Federation social media following: 35.8 million (Facebook, Twitter, Instagram, YouTube)

France

Fifa ranking: 5th
Federation president: Philippe Diallo
Federation revenue: €236 million (US$265 million) in 2021
Kit supplier: Nike (€50 million per year, extension signed 2018, expires 2026, covers all France national teams)
Main sponsor: N/A
Other partners: Arkema, Crédit Agricole, Orange, Volkswagen, Uber Eats
Team social media following: 274,900 (Instagram, Twitter)
Federation social media following: 16.3 million (Twitter, Facebook, Instagram, YouTube, TikTok)

Jamaica

Fifa ranking: 43^rd
Federation president: Michael Ricketts
Federation revenue: Not disclosed
Kit supplier: Adidas (Signed 2023, expires 2026)
Main sponsor: N/A
Other partners: The Jamaica Pegasus, Reggae Girlz Foundation, Sports Development Foundation, Stewarts Automotive Group, WATA, First Choice Pharmacy, Grace Kennedy, Holiday Inn Resort, Jameco
Team social media following: 101,635 (Facebook, Twitter)
Federation social media following: 277,000 (Facebook, Twitter, Instagram, YouTube)

Panama

Fifa ranking: 52nd
Federation president: Manuel Arias
Federation revenue: Not disclosed
Kit supplier: Reebok (Signed 2022, expires 2027)
Main sponsor: Tigo (Valued at US$9.4 million, signed in 2023, expires 2027)
Other partners: Betcha, Copa Airlines, Supermercados Rey, Balboa, McDonald’s, Hielo Fiesta, Aquacai, Hertz, Bern Hotels & Resorts, Power Club
Team social media following: No individual team social media
Federation social media following: 1.1 million (Facebook, Twitter, Instagram, TikTok, YouTube)

Group G

Argentina

Fifa ranking: 28th
Federation president: Claudio Tapia
Federation revenue: Not published
Kit supplier: Adidas (First signed 1974, last extended in 2011)
Main sponsor: Binance (Valued at US$40 million, signed 2022, expires 2027)
Other partners: Coca-Cola, Sancor Seguros, YPF, Schneider, BetWarrior, BC.Game, Zanella, McDonald’s, PedidosYa, Aerolíneas Argentinas, Smiles, Yili, Hype Drinks, Duelbits, Amul, flydubai, Cotti Coffee, Mashreq Bank, Socios, Bonaqua, Noblex, Easy, Banco Nacion Argentina, Panini, GMMC, Pan Pan Food, Tata Consumer Products, Dafabet, bKash, Pax Assistance, Powerade, Easy
Team social media following: N/A
Federation social media following: 5.67 million (Facebook, Twitter, Instagram, TikTok, YouTube)

Italy

Fifa ranking: 16th
Federation president: Gabriele Gravina
Federation revenue: €229.5 million (US$250.3 million) in 2021
Kit supplier: Adidas (Valued at €35 million per year, long-term deal signed in 2022, covers all Italian national teams)
Main sponsors: TIM (extension signed 2023), Telepass (signed 2023, expires 2026), Eni (multi-year extension signed 2019), Fiat (multi-year deal signed 2019), Poste Italiane (multi-year deal signed 2017)
Other partners: Lete, Esselunga, Deliveroo, TeamSystem, Socios, Frecciarossa, Facile Ristrutturare, Volkswagen, Fonzies, Equilibra, Conte.it, EY, ITA Airways, Würth, TCL, Biraghi, Fileni, Emporio Armani, Panini, Viva Ticket, Sixtus Italia, Technogym, Gillette
Team social media following: 295,200 (Facebook, Twitter, Instagram)
Federation social media following: 7.2 million (Facebook, Twitter, Instagram, TikTok, YouTube)

South Africa

Fifa ranking: 54th
Federation president: Danny Jordaan
Federation revenue: R229 million (US$12.6 million) in 2022
Kit supplier: Le Coq Sportif (Signed 2020, expires 2025, covers all South African national teams)
Main sponsor: Sasol (First signed in 2009, multi-year extension signed in 2021)
Other partners: Motsepe Foundation, Endurade, Castle Lager, MultiChoice, South African Airways, Burger King
Team social media following: 359,460 (Facebook, Twitter, Instagram, TikTok)
Federation social media following: 888,590 (Facebook, Twitter, Instagram, YouTube)

Sweden

Fifa ranking: 3rd
Federation president: Fredrik Reinfeldt
Federation revenue: Not published
Kit supplier: Adidas (multi-year deal signed 2013, covers all Swedish national teams)
Main sponsor: Svenka Spel (extension signed 2022, expires 2028)
Other partners: Sport Bladet, Bauhaus, Folksam, ICA, NEH, Scandic, Swedbank
Team social media following: 193,000 (Instagram)
Federation social media following: 701,100 (Facebook, Twitter, Instagram, TikTok, YouTube)

Group H

Colombia

Fifa ranking: 25th
Federation president: Ramon Jesurun
Federation revenue: Not published
Kit supplier: Adidas (Valued at US$75 million, first signed in 2011, extension signed 2022, expires 2030)
Main sponsor: Ara Tiendas (Signed 2023, expires 2027)
Other partners: Aguila, BetPlay, Movistar, Bancolombia, Homecenter, Postobon, Avianca, Servientrega
Team social media following: N/A
Federation social media following: 12.9 million (Facebook, Twitter, Instagram, TikTok, YouTube)

Germany

Fifa ranking: 2nd
Federation president: Bernd Neuendorf
Federation revenue: Not published
Kit supplier: Adidas (Valued at €50 million a year, extension signed 2018, expires 2030, covers all German national teams)
Main sponsor: Volkswagen (Valued at €25 million to €30 million a year, signed 2005, extension signed 2019, expires 2024)
Other partners: Bwin, Coca-Cola, Commerzbank, Continental, Lufthansa, T-Mobile, Engelbert Strauss, Ergo, Exasol, FlyerAlarm, Rewe, Würth-Gruppe, Google Pixel, Vorwerk, Rimowa, Mandana, o.b., Hörmann
Team social media following: 782,800 (Instagram, Facebook, Twitter)
Federation social media following: 16.3 million (Facebook, Twitter, Instagram, TikTok, YouTube)

South Korea

Fifa ranking: 17th
Federation president: Chung Mong Gyu
Federation revenue: Not published
Kit supplier: Nike (Valued at KRW20 billion (US$15 million) a year, first signed in 1996, extended in 2020, expires 2032)
Main sponsor: N/A
Other partners: Hana Bank, KT, Shinsegae, emart, Kyobo, Hyundai, Coupang Play, Asiana Airlines, Coca-Cola, Nexon, Guinness
Team social media following: N/A
Federation social media following: 1.6 million (Facebook, Twitter, Instagram, YouTube)

Morocco

Fifa ranking: 72nd
Federation president: Fouzi Lekjaa
Federation revenue: Not published
Kit supplier: Puma (Multi-year deal signed 2019, expires 2023)
Main sponsor: N/A
Other partners: Afriquia, Bank Al-Maghrib, CDG, INWI, OCP, Sidi Ali, Maroc Telecom
Team social media following: N/A
Federation social media following: 5.5 million (Facebook, Twitter, YouTube, Instagram)

The venues

Suncorp Stadium

Location: Brisbane, Queensland, Australia

Capacity: 56,851

Opened: 1934

Games: Five group games, last 16, quarter-final, third-place playoff

Hindmarsh Stadium

Location: Hindmarsh, Adelaide, Australia

Capacity: 13,327

Opened: 1960

Games: Four group games, last 16

AAMI Park

Location: Melbourne, Victoria, Australia

Capacity: 28,870

Opened: 2010

Games: Four group games, two last 16 games

HBF Park

Location: Perth, Western Australia, Australia

Capacity: 13,932

Opened: 1910

Games: Five group games

Stadium Australia

Location: Sydney, New South Wales, Australia

Capacity: 82,500

Opened: 1999

Games: Australia’s opening group game, last 16, quarter-final, semi-final, final

Allianz Stadium

Location: Sydney, New South Wales, Australia

Capacity: 38,841

Opened: 2022

Games: Five group games, last 16

Forsyth Barr Stadium

Location: Dunedin, Otago, New Zealand

Capacity: 24,243

Opened: 2011

Games: Six group games

Eden Park

Location: Kingsland, Auckland, New Zealand

Capacity: 40,536

Opened: 1900

Games: Six group games, last 16, quarter-final, semi-final

FMG Stadium Waikato

Location: Hamilton, New Zealand

Capacity: 16,271

Opened: 2002