Winning the 2023 FIFA Women’s World Cup: Sport Mega-Events, Gender, Branding, and the Australia/New Zealand As One 2023 bid strategy for the 2023 FIFA Women’s World Cup™

  • Adam Beissel (Speaker)
  • Andrew Grainger (Speaker)
  • Verity Postlethwaite (Speaker)

Activity: Talk or presentation typesOral presentation at Conference


To examine how the successful Australia-New Zealand joint bid mobilized social media to construct and communicate an integrated hosting vision which interpellated multiple audiences (e.g., policy makers, the media, and the public) while strategically appealing to key decision-makers and, most importantly, FIFA, the awarding body.

How did the As One 2023 bid harness Twitter to communicate a hosting vision that appealed to multiple audiences while strategically, and successfully, resonating with contemporary FIFA politics.

What were the discursive frames and themes (co-)constructed through the As One 2023 bid’s digitally-media-focused public relations and branding campaign?
Period23 Apr 2022
Event titleNorth American Society for the Sociology of Sport Annual Conference: Inclusivity, Togetherness, Community, and the Sociology of Sport in a Post(?)-Covid World
Event typeConference
Degree of RecognitionInternational