An Australian World Cup Victory Over England Would Be Priceless for Country’s Biggest Bank
- Commonwealth Bank pursued strategy of supporting women’s sport
- Viewership for tournament has surged compared to 2019
Matildas players celebrate after the quarter final match in Brisbane, Australia on Saturday.
Photographer: Elsa/FIFA/Getty Images
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Australia’s biggest bank is emerging as one of the winners from the Women’s World Cup.
Commonwealth Bank of Australia, which struck a multimillion-dollar, four-year deal in 2021 to back the national football team, known as the Matildas, is rare among big brands in pursuing a calculated strategy of backing women’s sport. It’s been a shrewd move, with sponsorship deals coming cheaper than the men’s game and generating greater awareness in a sport that’s one of the fastest growing for young people in Australia.