The missed opportunity: Australia’s failure to maximise the impact of hosting the Women's World Cup on free-to-air television
In the realm of modern technology and seemingly boundless connectivity, one would assume that finding a place to watch a football match would be a breeze. However, the reality for many fans, especially those seeking to support women's football, can be quite different. As an ardent supporter of the Dutch women's football team, last night’s quest to catch their crucial group match led me to making inquiries in several pubs in search of a venue that would accommodate my desire to witness the orange magic on the pitch.
With the Netherlands facing a crucial match in the Women's World Cup, I set out to find a pub screening the game, having decided not to pay Optus $24.99 to access the World Cup beyond the free-to-air broadcasted matches of Australia.
The first few calls yielded disappointing results, with most pubs unaware of the game's broadcast schedule or simply not having an Optus license to screen their sport content. Finally, after numerous attempts, I stumbled upon a welcoming pub whose half-Dutch owner expressed genuine excitement at the prospect of showcasing the match. However, a new hurdle emerged: they only had one Optus subscription and were already airing another fixture—the USA versus Portugal match. Undeterred, the resourceful owner devised a creative solution, streaming the Dutch women's match from his phone onto a separate television.
It made me realise that Australia's proud moment of hosting the Women's World Cup should have been a resounding whole-of-the-nation celebration of female athleticism and a driving force for empowering the next generation of female athletes. However, it has become painfully clear that this momentous occasion is not being fully maximised due to the significant number of matches not being broadcast on free-to-air television. In this historic event, the power to exercise commercial exclusivity rights led to a massive missed opportunity to ignite a nationwide movement for women's sports.
As Australia catches the eye of the world, representing 32 nations and a kaleidoscope of cultures, the World Cup is the perfect platform to showcase inclusion and gender equality. This means including all those nations and cultures that make up Australia’s diverse tapestry, many of whom also play in the World Cup. By broadcasting all matches on free-to-air TV, a powerful message would have been delivered, not just to Australia’s multicultural sporting community but to society at large. It would have demonstrated dedication to promoting women's participation in sports, breaking down stereotypes, and smashing the glass ceilings that persist in the world of sport (and in other parts of society for that matter).
Imagine the impact on young but also older boys, girls, men and women, across the country witnessing the thrill of the Women's World Cup, admiring women from diverse backgrounds playing with skill and passion. It could have been a whole of the nation transformational experience, showing – to quote the late James Brown - that sport is not a men’s world anymore, that the world indeed is nothing without a woman or a girl.
We often talk about using major events as a catalyst for change, but by restricting a significant portion of the Women's World Cup behind paywalls, we have squandered a prime chance to create a long-lasting legacy. It's not just about the fleeting excitement of the tournament; it's about using this moment to sow the seeds of inspiration that will bloom into a brighter and more inclusive future for women in sport.
The decision to (allow to) place the matches behind subscription-based streaming services is also tone-deaf to the financial realities faced by many Australian families. As households grapple with the increasing cost of living, adding yet another subscription fee to witness the World Cup's magic becomes an unjust burden, particularly for families with aspiring young footballers who dream of following in the footsteps of their heroes.
By embracing an inclusive broadcasting approach, we could have capitalised on the unifying power of the Women's World Cup. Imagine the conversations and connections it could have fostered among families, friends, and communities as they gather in pubs or family homes to cheer on their favourite teams, regardless of socio-economic background.
It is regrettable that this opportunity has not been seized, where government decided that the Women’s World Cup is not a significant sport event of national importance that should be accessible to the general public via free-to-air television. It is a blatant failure to recognise the potential of this global event as a force for positive change. The federal government should fully recognise the importance of women's sport and apply anti-siphoning laws to reflect the current sporting landscape.
Beyond a missed opportunity, we also must advocate for a system that ensures fair and equal access to all, regardless of their financial purchasing power. Broadcasting the Women's World Cup on free-to-air television would be a testament to Australia's commitment to fostering diversity, (economic, gender and cultural) inclusion, and the advancement of women in sports. Having said that, I will continue to climb the paywall to make sure that I can cheer on the Dutchies, Hup Holland Hup, and Mathildas, Aussie, Aussie, Aussie, oi, oi, oi!