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Matildas’ brand value could soar to ‘AUS$210m’ post-Women’s World Cup

Brand Finance data ranks women's national soccer team as Australia's most valuable sports outfit.

16 August 2023 Josh Sim
The Matildas have become Australia's most valuable sports team.

Getty Images

The Australian women’s soccer team are most valuable national sporting brand following their run to the Women’s World Cup semi-finals, according to data from valuation specialist Brand Finance.


  • Brand Finance found that the Matildas’ value could rise up to as much as AUS$210 million (US$135.4 million) after the ongoing Women’s World Cup
  • Before the tournament their value was at around AUS$40 million (US$25.8 million)


The Matildas’ success during the tournament has drawn record TV audiences and huge stadium attendances for their games. Nike told the Guardian that the team’s jersey for this year’s tournament had outsold the kit for the 2019 edition 13 to one, with more jerseys sold in Australia in the past three months than before, during and after any previous competition.


“They are now a very strong brand in the world of football and when you’re looking at their strength in Australia, they’re up there with some of the country’s strongest commercial brands,” Mark Crowe, managing director of Brand Finance Australia, told the Guardian.

“The challenge is to maintain that strength beyond the World Cup, a signature event that brings incredible focus and attention for a month.”

Coming next:

The Australian Professional Leagues (APL) are already pushing the federal government for a AUS$12.2 million (US$7.87 million) investment into the A-League Women, as the country’s top soccer figures look to build a lasting legacy on the back of the Matildas’ success.

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