Fifa’s, soccer’s global governing body, has made two senior hires in the commercial and marketing departments of the organising body for the 2023 Fifa Women’s World Cup in Australia and New Zealand.
John Nicholl has been brought in as head of commercial revenues, while Kim Anderson has arrived as the head of marketing services for the tournament, which will take place in the two Oceanic countries in July and August 2023.
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Nicholl will “oversee commercial revenue and sales, including sponsorship, licensing and retail, ticketing and hospitality”, while Anderson will “manage all areas of marketing in the two host countries, overseeing the Women’s World Cup brand implementation, host city promotion, fan engagement, as well as digital marketing.”
Nicholl brings 25 years of experience in sales and marketing to the tournament’s organisers, including five years as chief executive of the STW Sport agency and a stint as manager of commercial and marketing for Rugby Australia.
He has also spent time heading up the sponsorship team at Coca-Cola Australia, while most recently he served as head of commercial for TEG, a ticketing and live entertainment company.
Anderson meanwhile has been involved with the joint Australia and New Zealand tournament bid since 2019, being the “spearhead for the marketing and communications strategy” over the last two years.
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By GlobalDataShe was also involved in launching the ‘Legacy 23’ initiative, which aims to “maximise the long-lasting outcomes from hosting the Women’s World Cup.”
Nicholl has now said: “The Women’s World Cup represents an incredible prospect for commercial partners, one that will provide brands with a hugely exciting opportunity … I look forward to working with organisations who share our vision for this event.”
Anderson added: “Women’s sport continues to scale new heights, and I am honoured to continue the journey with the world’s most exciting women’s sport brand.”
The 2023 Women’s World Cup, which will take place between 20 July and 20 August, will be the first tournament to feature 32 teams, up from 24 during the last edition in France.
The two Oceanic nations’ joint bid was voted in by the Fifa congress in June last year, coming out on top over a rival submission from Colombia, with Japan dropping out before the final vote.
In terms of the sponsorship for the 2023 Women’s World Cup, Fifa currently has six global partners which cover all of its tournaments – Visa, Wanda, Hyundai, Coca-Cola, Qatar Airways and adidas.
The organising committee for the Australia and New Zealand event will be tasked with finding another handful of Oceanic brands to become national, second-tier, partners of the event.
For France 2019, SCNF, Orange, Proman, EDF, Arkema, and Credit Agricole took up these additional slots.
