CITIES and communities that host major women’s sporting events can reap wide-ranging benefits including tourism and economic growth as well as positive gender-related impacts, according to new research by the University of South Australia (UniSA).
In light of a recent uptick in exposure to women’s sporting events in Australia and abroad, UniSA tourism and events experts are highlighting the positive social impacts these competitions can have on host communities.
Researchers analysed the perceived impacts on Australian host cities during the FIFA Women’s World Cup in 2023.
The soccer tournament attracted record audiences and attendances, generating an induced economic impact of AU$1.32 billion.
Australia’s semifinal match against England made history as the largest TV viewing audience in Australia, reaching 11.2 million viewers. Record TV audiences were also achieved in Spain and the UK.
Unlike men’s or mixed-gender major sports events like the Olympics, the research showed support came more from specific outcomes such as promoting women’s sports, improving gender equality and boosting Australia’s image.
