FIFA unveiled the official set of nine posters for the upcoming 2023 Women’s World Cup – which will be jointly hosted by Australia and New Zealand between 20 July and 20 August – with parallel pop-up launch events backed by PR and a social media campaign.
Unveiled initially at twin pop-up outdoor gallery installations in Adelaide (Australia) and Wellington (New Zealand), the 7 March release was timed to coincide with International Women’s Day.
The poster series is spearheaded by a central poster for the entire tournament – featuring three strong female silhouettes symbolising the creation of positive change in women’s sports – backed by a set of nine individual posters for each host city (which highlight landmarks, wildlife and cultures unique to each venue).
Following the in-person gallery launch, the posters were promoted through a PR push and accompanying social media campaign spanning FIFA, organiser and local rights holder and governing body platforms which includes hero video which mashes up the poster graphics and the tournament logo.
While a digital site offers more detail about the approach, symbolism and the design elements that are included in the nine posters.
“With just 135 days until the tournament kicks off, this is another wonderful milestone to celebrate. These posters not only showcase the distinctive identities of our nine Host Cities across Australia and Aotearoa New Zealand, but also celebrate the tournament’s theme of unity with football at its core,” said FIFA Secretary General Fatma Samoura.
Comment
The posters certainly generated plenty of online comment and opinion.
The posters rolled out simultaneously with a parallel International Women’s Day initiative about the meaning of the tournament’s ‘Beyond Greatness’ slogan.
Last month FIFA found itself mired in more controversy with reports that the global governing body would pen a Women’s World Cup sponsorship deal with Visit Saudi which sparked backlash from the hosts and many of the game’s leading players. But reports emerging around and after the poster release suggested that this tie-up was not going to be signed after all.
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