FIFA World Cup, A Cultural Juggernaut.
- Kimberli Samuel
- Aug 5
- 4 min read
Written by Kimberli Samuel, StoryStudio Lead at The Culturist Group
Back in 2023, The Culturist Group was tasked with creating a U.S. media relations and communications program for our then client Destination New South Wales, and the iconic global city of Sydney, Australia. Our task was to leverage the FIFA Women's World Cup final match moment in Sydney to position the city and greater New South Wales as a global events and leisure destination hub for American travelers. Destination NSW would tap all of its agencies globally to take the high-impact sporting event and amplify all of the beauty shots, and excitement of what would be the home of the final game for the women's tournament that year.
The Power of Soccer as Cultural Bridge
Soccer stands as the world's most unifying cultural phenomenon, transcending borders, languages, and ideologies in ways no other sport can match. With more than three billion followers worldwide, soccer has more devotees than Christianity—the world's largest religion with 2.2 billion followers. This extraordinary reach makes soccer events uniquely powerful platforms for cultural exchange and destination storytelling.
The sport's ability to unite nations, cultures, and passions remains unparalleled, whether through the roar of the crowd, the elegance of a perfectly executed pass, or the exhilaration of a last-minute goal. Soccer has consistently proven its ability to inspire social change and advocate for equality, with over 250 million players in more than 200 countries creating a fan base that spans every continent.
The FIFA Women's World Cup 2023 exemplified this cultural power on an unprecedented scale. The tournament was forecast to reach over 2 billion viewers worldwide—nearly a quarter of the global population—representing a 79% increase from the previous edition. In Australia alone, 11.15 million viewers watched the Matildas' semifinal match against England, making it the most-watched television broadcast in Australian history.
This extraordinary engagement demonstrates how global sporting events, particularly soccer, create unprecedented opportunities for host destinations to share their cultural expressions with the world.
Storytelling Tips for FIFA World Cup 2026
Stay rooted in your local and community culture, and identity - media and visitors want authenticity from you and what you have to offer
Ensure the sport is central to the 'why' and 'how' \ how can soccer facilitate an introduction to visitors, media and connect your community?
Center and celebrate human interest and diversity through language, cultural expressions and multicultural celebrations in storytelling and experiential activations in your destination
Craft a diverse media and social media strategy, working with plenty of notice to start seeding narratives that position your product or destination as culturally-friendly, and inviting global media to experience your product or place
Know your audience - we can't be everything to everyone, so prioritizing which markets have near and long term potential for your product and local community and visitor economy should be first
Our StoryStudio Approach to the FIFA Women's World Cup Campaign
The Culturist Group's approach to the FIFA Women's World Cup highlights our commitment to integrated, culturally-informed communications that deliver measurable results. We successfully combined traditional broadcast and digital media relations with experiential marketing, formalizing an in-kind partnership with United Airlines and developing a comprehensive hosted media visit program that ensured authentic, first-hand experiences drove compelling storytelling.
Our diverse earned media outreach strategy was particularly intentional, strategically selecting media representatives spanning multiple verticals and platforms to maximize audience reach while ensuring authentic representation across communities. This included partnerships with influential voices like Simone Harvey from Travel Noire, MSN, and Yahoo!, Merryn Johns from Curve and Queer Forty, Paul Feinstein from Travel + Leisure and Forbes, Erika Stalder from Zoe Report, and Flora Tsapovsky from Observer and Food + Wine.
Throughout the campaign, we leveraged real-time amplification tactics, utilizing content packages, b-roll footage, visiting media social content, and photography to continuously disseminate destination buzz and maintain momentum across all platforms.
Strategic Value Delivered
Through our strategic partnership with Destination NSW, The Culturist Group achieved extraordinary penetration in the U.S. media market during the FIFA Women's World Cup 2023 campaign.
An impressive 419 million U.S. broadcast media reach was tracked, translating to $187 million AUD in earned broadcast value and an additional $34.5+ million AUD in earned digital media value.
The campaign's success was further amplified through authentic social media engagement, with over 107 social posts featuring NSW destinations organically shared by our media partners and their networks.
For Destination NSW:
Unprecedented U.S. media exposure during a global sporting event that united cultures worldwide
Diverse publication portfolio reaching varied demographic segments
Authentic storytelling showcasing NSW's unique experiences and cultural expressions underpinned by a global sports phenomenon
Positioned Sydney as a premier destination capable of hosting events that bring nations together
For DNSW's Tourism Industry:
Elevated profile for NSW operators and experiences on the global stage
Increased visibility in the competitive U.S. travel market through soccer's cultural bridge-building power
Positioning as a must-visit destination for major events that celebrate diversity and unity
Foundation for ongoing media relationships and coverage inspired by soccer's unifying spirit
Kimberli Samuel (She/Her), StoryStudio Lead
Bringing over 15 years of strategic communications expertise to craft compelling narratives that resonate across diverse audiences, Kimberli's international communications leadership during her time at Discover Los Angeles's and her work on the award-winning "Everyone is Welcome" campaign exemplifies her commitment to inclusive storytelling that celebrates diversity. With degrees from UC Berkeley and USC's Annenberg School, plus experience as an adjunct advertising and communications lecturer at Cal State Los Angeles, Kimberli combines strategic acumen with authentic cultural insight to drive impactful destination marketing and brand communications.
Contact Kimberli at kimberli@culturistgroup.com.
StoryStudio by The Culturist Group
Our comprehensive StoryStudio offering delivers integrated Content, Narrative, Public Relations, Communications & Social Media services that prioritize cultural relevance, resonance, and diverse representation. We specialize in expert communications and integrations that authentically reflect the communities and experiences that include everyone. Through StoryStudio, we ensure that every campaign not only reaches diverse audiences but genuinely represents and celebrates the full spectrum of cultural expressions and identities that make destinations truly welcoming and inclusive.
