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| The Australian women's football team, nicknamed the Matildas, is a living testament to the important role women play in the country's overall development. (Source: Fox Sports) |
Recognizing the role and potential of sports in the country's comprehensive development roadmap, the Australian government has approved the Sports Diplomacy Strategy to 2030, creating momentum towards the 2032 Brisbane Summer Olympics.
Accordingly, Canberra emphasized that sports are one of the important soft power factors, which have the effect of promoting the national brand through various programs, especially initiatives to encourage women and children to participate in sports.
The Australian women’s football team, nicknamed the Matildas, has played a key role in promoting women’s sport in general. This can be said to be due to the Matildas’ significant achievements from the 2020 Olympics and most recently, their fourth place finish at the 2023 Women’s World Cup on home soil. As a result, the team’s reputation has grown, attracting a lot of attention from the media and public at home and abroad.
Economically, female athletes contribute to the national economy by attracting sponsorship, especially from abroad, to provide a source of revenue for their countries. Not only that, large-scale sporting events such as the 2023 Women's World Cup create a significant growth momentum for the tourism sector and stimulate the local economy. At the same time, events also create significant job opportunities, from stadium staff, security staff, volunteers to event organizers.
Statistics show that, within the framework of the 2023 Women's World Cup, New South Wales hosted 11 matches and earned 2.98 billion AUD (1.93 billion USD); Victoria hosted 6 matches, earning 2.30 billion AUD (1.5 billion USD); Queensland hosted 8 matches, earning 1.55 billion AUD (1 billion USD); Western Australia hosted 5 matches, earning 663.2 million AUD (431.1 million USD); South Australia hosted 4 matches and earned 160.9 million AUD (104.6 million USD).
Luke Latham, Airwalles' general manager for Australia and New Zealand, said AUD, USD, Pound, Yen, Euro, Peso and Dinar had poured into Australia's tourism and retail sectors thanks to the 2023 Women's World Cup.
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| Australian women's football team captain Sam Kerr and her teammates had a memorable 2023 World Cup season with a fourth-place finish. (Source: The Senior) |
Not only that, the success of female athletes also helps to foster national pride, affirming the country's name and reputation on the international stage. Outstanding players, typically the captain of the Australian women's football team Sam Kerr, not only bring glory to the country, but also inspire many young girls to strive to realize their dreams, thereby promoting global gender equality.
According to statistics from the Olympic Committee, the number of female athletes competing at the Olympics has increased steadily, reaching about 49% at the 2021 Tokyo Olympics, thereby becoming a living testament to the effort to promote gender equality in sports.
Overall, women’s achievements in sports transcend boundaries, impacting the economy, tourism, gender equality, media, soft power and diplomacy. Female athletes have the ability to use sports as a catalyst to create positive change for the future development of their countries.
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