How the Matildas’ stunning World Cup success could cost the Commonwealth Bank tens of millions of dollars – as Sam Kerr is honoured for one incredible moment
- Matildas’ success has built their brand five fold
- Could cost CBA more than $40m to remain sponsors
- Kerr nominated for Goal of the Tournament award
The raging success of the Matildas at the Women’s World Cup could potentially cost the Commonwealth Bank more than $40million to remain as the team’s sponsor.
The bank’s four-year sponsorship package for the national women’s team is believed to be worth $1million to $2million a year, according to sports rights experts – and expires in 2025.
‘Based on all the various metrics, the World Cup has built the Matildas brand five fold,’ Mark Crowe, managing director of Brand Finance Australia, told news.com.au.
‘It’s not out of the question that the quantum of [the CBA] deal could increase five fold.’
This would mean a new four year deal could cost the CBA more than $40 million a year.
The success of the Matildas at the Women’s World Cup could potentially cost the Commonwealth Bank millions to remain sponsors
A brand expert believes that the Matildas have increased the value of their brand five fold
Crowe believes the Matildas’ stunning success has boosted their brand value up from $40 million at the start of the tournament to $210 million.
The side is also now in the No. 1 spot as most valuable sporting brand in Australia, moving the Australian Women’s Cricket Team down into second spot.
The Commonwealth Bank is also a sponsor the Australian Women’s Cricket Team – and after their recent success the CBA could be looking at a bigger investment in that relationship in the future.
Meanwhile, Sam Kerr, who is the official brand ambassador for the CommBank Matildas, has been nominated among 10 nominees for the official FIFA Goal of the Tournament award.
The goal in question, of course, is the sublime long-range strike during Australia’s loss to England in the World Cup semifinal.
Making her first start of the tournament after overcoming the calf injury that had limited her to just 75 minutes of football at the World Cup, the Matildas skipper delivered when her country needed her most.
With just over an hour played and Australia trailing 1-0 to Ella Toone’s brilliant first-half goal, Kerr seized the moment with a brilliant shot to level the match in front of 75,000 screaming fans.
‘What a goal! Sam Kerr, from the top drawer. It just had to be. World Cup goal No.6, international goal No.64,’ commentator David Basheer said for Channel 7.
Sam Kerr has been nominated for the official FIFA Goal of the Tournament award for her long-range screamer against England in the semifinal
‘That is a howitzer from Sam Kerr. It took a little nick off Millie Bright, but no one was stopping that. Suddenly, Stadium Australia erupts into a frenzy.’
‘Unreal. Best in the world,’ former Arsenal and England striker Ian Wright tweeted in response to Kerr’s stunning finish.
But the fairytale soon fell apart, with Lauren Hemp putting England back ahead before Alessia Russo finished things off to crush the Aussies’ dreams of winning their home World Cup.