The Matildas Brand: Doing It Their Way
Creative design agency Hulsbosch has worked closely over a number of years with Football Australia. Now, with a month out from FIFA Womens World Cup 2023, the agency’s client strategy director, Carolyn Pitt, talks on how the women’s team’s built one of the biggest brands in the land…
The countdown is on for the commencement of the quadrennial 2023 FIFA Women’s World Cup. Hosted in Australia and New Zealand for the first time, this historic moment will shine a spotlight on women’s football in Australia and globally.
Hulsbosch’s Carolyn Pitt
With the Matildas’ return to the top 10 of the FIFA Women’s World Ranking, the hopes of Australia to lift the coveted trophy in the world’s biggest game have never been higher.
For sporting teams, it can be about the win and nothing more. For the Matildas, it’s about creating a place in Australia’s cultural landscape that endures and reaches beyond the ups and downs of professional sport.
Branding for ‘Women in Sport’ has traditionally meant leaning into the theme of ‘women;’ what they’re doing to further the cause of female empowerment, for women’s rights and for the female take on a game.
But the Matildas are more than that.
To create a brand positioning and identity we needed to discover the truth of a singular Matilda brand. They were not only bringing the world to Australia like no other team but bringing diverse communities together through football.
Looking beyond that they’re a women’s team, we built an identity to promote the Matildas as world-class athletes, with a world-class brand on the world stage.
Further we considered the Matildas, like the Socceroos, as being part of a wider, united, Football brand in Australia.
The Socceroos and Matildas, though differing in personality, share the same distinctive characteristics. While the teams do, and should, have different stories to tell, both are Australia’s National Teams representing the country.
Building a sports brand in the first place needs to come from discovery within – understanding the players and crafting a brand that truly represents the team but also can live beyond any one player. A culture that persists.
It’s in fact this delicate balance of the individual vs the team that makes the Matildas the brand they are. A fierce team, where the individual brilliance and authenticity of each of the players shines, both on and off the field.
From Mary Fowler to Lydia Williams to Claire Polkinghorne (and it would be impossible to talk about the Matildas without mentioning Sam Kerr), it’s the brilliant individuals that capture the imagination, particularly for young fans, and maintains the Matildas brand.
It’s inspirational to know the Matildas and to see them as a team, a hard-working group, where each member contributes to that team story. This powerful sense of team paves the way for the code of football to progress and be heralded first and foremost.
Tellingly, today the strength of the Matildas brand cannot be denied: currently ranked as Australia’s fourth most popular team, their popularity is likely only to grow significantly with the onset of the World Cup football event.
This is a case of brand building for success but also, its brand building for the nation. With Australia’s national colours on their jersey, the Matildas represent all of us, rising to every challenge and performing at the highest level in the field of sports.
Australians can feel passionate and proud, and I hope can take the time to support the Matildas as they look to a once in a lifetime opportunity to realise a truly meaningful legacy for football, the community, and our country beyond the 2023 FIFA Women’s World Cup.
Latest News
ThinkNewsBrands To Play A Major Role At CMO ANZ Summit
I think we can all agree that being front and centre is a better place to be than back and off centre.
TV Ratings (09/05/2024): Carlton Beats Melbourne In Nail-biting Win
We venture a bet that viewers had no nails left by the end of this game!
Woolies And Suncorp Marketers On Why Brands Are Investing BIG In Netball
Brands finally understanding the potential of netball in Australia. And that's despite the Matildas' ongoing efforts.
Apple Apologises For ‘Tone Deaf’ Culture Crushing iPad Ad
AI may be the route to a smarter & efficient humankind, but for most of us it means "Shit, I'm going to lose my job!"
TEG Group Nabs Belinda Shaw From Boral
Belinda Shaw certainly not shy of challenge as she shifts from a cement firm over to a ticketing one.
NBL Slam Dunks New Network Ten Broadcast Deal
Do you think shooting hoops would be a better use of your spare time than drinking heavily? Discover the truth here.
Qatar Airways Becomes Partner and Official Cargo Airline Partner of MotoGP
B&T can't recommend Qatar Airlines enough. Qatar itself would give Hell's fires a run for their money such is the heat.
Rebel Bondi Junction Pulls Kangaroos Jerseys From The Shelf
Despite some adverse press, this is probably the correct thing to do by the sports retailer.
Dineamic Rebrands To serve Up Honest Food, Via Bullfrog.
Are ready-meals the new status symbol of the super busy? Much like hands-free phones & wanky personalised number plates?
TikTok Joins Adobe-founded Content Authenticity Initiative (CAI) To Help Combat Misinformation
With all this talk of the Chinese government spying on us, B&T embarrassed we haven't got that much to be spied about.
Cannes In Cairns Delegates Called Upon For AI Reef Challenge
Just by attending Cannes In Cairns you can help save the Reef! Which may offset the damage you do not saving your liver.
Man Of Many Launches Sydney Whisky Month – A Luxe Whisky Fair
Sydney's getting its own whisky month. Topics of conversation to avoid include the Middle East & Peter Dutton's head.
Challenger Signs Three Year Partnership With Sydney Film Festival
B&T loves the Sydney Film Festival & not just because it enables us to wear black turtlenecks & say noir over & over.
Truths & Tensions Of The Modern World: Nature Study Reveals Only 50% Of Aussies Feel Optimistic About The Future
Worrying study finds half of Aussies pessimistic about the future. An overwhelming majority detest the McPlant burger.
Bernard Salt AM On Why The Best Is Yet To Come For The Aussie Ad Industry
The demographer & futurist predicts a rosy future for Australia's ad industry. Alas, no tips for Randwick this Saturday.
Coles’ FightMND Fundraiser Takes Off For Big Freeze 10
As much as B&T applauds Coles on this charity initiative, we do ask for less 'Locomotion' through the in-store stereo.
IAB Australia Calls For Submissions To MeasureUp 2024
The IAB's calling for speaker submissions for its MeasureUp conference. Also looking to loan an overhead projector.
Drive TV & Kia Puts EV9 To The Ultimate Test In New TV Special
Have trepidations about purchasing an EV? This eight-part TV show's for you. Simply can't afford one? Watch on, anyway.
WPC Group & NextGen Jobs Recruit InsideOut For PR Account
As much as you love adland, do you often think you'd be better off had you become a plumber? Prove mum was right here.
“She’s A National Treasure For Australia And A Human Treasure For The Planet” – Warner Bros’ Josh Goldstine on Margot Robbie, Barbie And Marketing
Barbie was undoubtedly the marketing success story of 2023. B&T still leading the 'Margot for PM' calls into 2024.
M&C Saatchi Group Invite Emerging Artists To Create Visions Of A Better Future
Does the bowl of fruit on your kitchen bench need immortalising? Top news as M&C Saatchi's art initiative returns.
Thorpie & Matildas Superstars Join The Amazing Race Australia: Celebrity Edition.
Thought to yourself "that Ian Thorpe fellow's been quiet of late"? 10's celeb edition of Amazing Race is where it's at.
Greenpeace Launches Heartbreaking Call To End Deforestation Via Dropbear
As much as B&T applauds Greenpeace, its ads leave you feeling like you got the gas, water & phone bill on the same day.
Smith’s Unveil New ‘Joy is a Simple Recipe’ Brand Platform Via Goodby Silverstein & Partners
The only thing better than a round of beers arriving is the sight of a bag of Smith's between the drink carrier's teeth.
ABC Launches Two New Channels Combining Kids, Family & General Titles
Among the many joys of having young children is that they will seriously watch any old shit on TV.
Wests Tigers Lose One Million Dollar Sponsorship Deal In Hagipantelis Fallout
The question has to be asked - do Tigers play on an ancient Indian burial ground given their ongoing spate of bad luck?
Ads That Entertain And Surprise Consumers Perform Best In Asia-Pacific – WARC report
New study reveals humorous ads "entertain and surprise consumers". Here's hoping Julia Morris doesn't get any ideas.
Aussie Employees Want AI At Work And Won’t Wait For Companies To Catch Up, Study Finds
Someone has clearly told Aussie workers AI wont steal their jobs, but might help them get to the pub more quickly.
Introducing Sam, Mamamia’s New AI-Powered Programmatic Audio Offering For Brands
Mamamia one of the first indie publishers to be really playing in the AI space. Well, the only one really.
OMA Appoints Motio’s Adam Cadwallader & JCDecaux David Watkins To Board Of Directors
New appointments to the OMA board of directors today. Monthly meetings' finger sandwiches to remain strictly egg or ham.
Bastion’s Harry Roth Selected For Cannes Lions Creative Academy
Bastion's Harry Roth off to this year's Cannes creative academy. May wear his Wallabies jersey to ruffle feathers.
TV Ratings (08/05/2024): Seven Has A Huge Night As News & Quiz Shows Dominate
News & quiz shows dominate last night's TV viewing. Further proof of our interest in the Middle East & steak knives.
Network 10 Wants Government Help To Save Regional Broadcast TV
Could Farmer Wants A Wife help Network Ten out of this mess?
Royalties Generated By Aussie Artists On Spotify Reached Nearly $275M In 2023
Royalties generated by Aussie artists on Spotify in 2023 hit $275 million. Shannon Noll's contribution reached $4.45.
eBay Study: Aussies’ Growing Love For Pre-loved Fashion Soaring To New Heights
New study reveals Aussies' love of second-hand fashion. Meaning it's now very cool to smell of moth balls.
Bud Communications Expands APAC Footprint With Australian Office Launch
Singapore-based PR & content agency Bud specialises in disruptor brands, not marijuana ones as the name may infer.