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Abstract
In this article we critically explore the social media strategy of the successful Australia-New Zealand ‘As One’ joint bid for the FIFA Women’s World Cup 2023™. We explore how the As One bid harnessed Twitter to communicate a hosting vision that appealed to multiple audiences while strategically, and successfully, resonating with contemporary FIFA politics. We adopt quantitative and qualitative content analysis methods to develop the constructed presence and narrative patterns from the As One bid’s Twitter activity. Our findings suggest content relied on two primary ‘legacy’ narratives which both conformed to current FIFA strategy and broader social and regional politics: growing football participation among women and girls and strengthening cultural, economic, and political relations in the Asia-Pacific. Ultimately, we argue the use of Twitter was strategic and targeted, deliberately appropriating popular FIFA narratives to build an emotive ‘legacy’ vision to gain support from voting members of the FIFA Council.
Original language | English |
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Pages (from-to) | 768-798 |
Number of pages | 31 |
Journal | Sport in Society |
Volume | 25 |
Issue number | 4 |
Early online date | 30 Sept 2021 |
DOIs | |
Publication status | Published - 26 Mar 2022 |
Externally published | Yes |
Keywords
- As One bid
- Australia
- FIFA Women’s World Cup™
- New Zealand
- joint hosting
- sport mega-events
- women’s football
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Dive into the research topics of '“Winning the women’s world cup”: gender, branding, and the Australia/New Zealand As One 2023 social media strategy for the FIFA Women’s World Cup 2023™'. Together they form a unique fingerprint.-
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™
Beissel, A. (Speaker), Grainger, A. (Speaker) & Postlethwaite, V. (Speaker)
23 Apr 2022Activity: Talk or presentation types › Oral presentation at Conference
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63rd International Studies Association 2022 Annual Convention
Postlethwaite, V. (Participant)
28 Mar 2022Activity: Participating in or organising an event types › Participation in conference
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Beyond the bottom line? Gender, branding and the Australia/New Zealand AsOne 2023 bid strategy for the 2023 FIFA Women's World Cup
Postlethwaite, V. (Speaker), Beissel, A. (Speaker) & Grainger, A. (Speaker)
19 Apr 2021Activity: Talk or presentation types › Oral presentation at Conference