Sport’s Diplomacy and the 2023 FIFA Women’s World Cup
A Q&A with Australian Consul-General in Los Angeles, Jane Duke and New Zealand Consul-General in Los Angeles, Jeremy Clarke-Watson
Image: FIFA
Published August 24, 2023
Sports continue to positively drive economic development and community resilience throughout the world. Large international competitions like the FIFA Women’s World Cup, which just ended on August 20, bestow tremendous economic, cultural, and political gains for the host nation. The Pacific Council asked Australian Consul-General in Los Angeles Jane Duke and New Zealand Consul-General in Los Angeles Jeremy Clarke-Watson the following questions to learn more about the ever-growing field of sports diplomacy and how we might have seen it in practice at the 2023 FIFA Women’s World Cup.
What has your personal experience with sports diplomacy been to date?
CG Jane Duke: In my time as a diplomat and particularly here in Los Angeles as Australia’s Consul-General, I've seen how sport can serve as a powerful tool to foster international relationships, promote cultural exchange, and address global issues like social inclusion and gender equality.
Over the past few years, our team at the Consulate has worked with multiple sporting organisations to promote Australian sport in the United States (US), including Aussie Rules at the United States Australian Football League (USAFL) championships in Southern California and netball at the US Open Netball championships in Las Vegas.
In February 2023, I hosted a reception for the Australian Rugby Sevens team during the HSCB World Rugby Sevens Series in Los Angeles, which fostered ties with US rugby stakeholders and furthered relationships with like-minded football organisations such as the LA Rams. We supported the Adelaide 36ers from Australia’s National Basketball League in a public diplomacy engagement in Phoenix, Arizona in October 2022 which included their historic win over the Phoenix Suns (the first time an NBL team defeated an NBA team!).
Sports diplomacy has incredible soft power benefits, bringing local communities and nations closer together. Like the US, Australia is a sports loving nation, and the upcoming Los Angeles 2028 and Brisbane 2032 Olympic and Paralympic games provides enormous opportunity to strengthen our people to people connections, promote trade and investment and create legacies that benefit local communities.
CG Jeremy Clarke-Watson: Sports diplomacy has been an integral part of my career, and personal interest. It’s a great way to share Aotearoa New Zealand’s culture with countries and deepen relationships by bringing people together. During my time as Ambassador to the United Arab Emirates and the State of Qatar, I’ve been involved in youth programmes over the years with New Zealand Rugby and Cricket that have provided coaching opportunities and meaningful sporting activities for young people. In the US, we’ve also seen New Zealand’s sailing through both the America’s Cup and SailGP as a great connecter for people and way to showcase New Zealand’s entrepreneurship and innovative spirit. Regardless of background, or where we are in the world, sports can unite people under the shared love for sport.
Image: FIFA Women’s World Cup Game, Australia v. Nigeria (Australian Consul-General, Los Angeles)
When you first heard that that 2023 FIFA Women’s World Cup games were being hosted in your country, what came to mind?
CG JD: That this Women’s World Cup was one of a kind. It’s the first ever dual-hosted Women’s World Cup and the first time the tournament has been held in the Southern Hemisphere. The record-breaking ticket sales and packed stadiums were a fantastic opportunity to showcase our passion for football, support for women’s sport and to see the best of the best in action in Australia.
We could show the world we can host events of this nature and that crowds will come out for it. Women’s World Cup viewership is on target to reach an overall audience of two billion people world-wide.
We are very proud that the Australian team, the Matildas went to the semi-finals – the furthest we’ve ever seen. The Matilda’s captain Sam Kerr is a household name as the only female soccer player to have won the Golden Boot (awarded to leading goal-scorer) in three different leagues and on three different continents.
CG JCW: I thought of all the exciting opportunities the FIFA Women’s World Cup could bring for Aotearoa New Zealand as a host nation, not least being able to showcase our country to the world. The WWC is broadcast to up to two billion people across the globe, and has brought many well-known figures and fans to New Zealand. It is a unique platform to speak to what Aotearoa New Zealand believes in. For many New Zealanders it would also be a once-in-a-lifetime opportunity to watch some of the world’s best footballers right at home.
Anything specific you and your team prepared for leading up to the games?
CG JD: In June, in partnership with the NZ Consulate, we cohosted an event to celebrate the FIFA Women's World Cup (WWC) in Australia and New Zealand and promote the importance of women’s participation in sport. Julie Uhrman, the Founder and President of Angel City FC shared with us her inspirational mission and message about finding pathways for women in sport and ensuring that they are supported throughout and beyond their careers.
CG JCW: The New Zealand Consulate in Los Angeles hosted a ‘Countdown to the Kickoff’ event with the Australian Consulate for the FIFA Women’s World Cup around one month before the first game. The event served as a vehicle to champion women in sports, as well as to provide an early taste of what visitors could expect when travelling for the games (across food, wine, tourism and hospitality). It was also a chance to connect the New Zealand and Australia football worlds to that of Los Angeles and the United States, with a significant presence from the leadership of the LA women’s football team, Angel City Football Club.
The event was a great opportunity to build anticipation for the games and highlight New Zealand and Australia’s role in promoting women in sports. We were pleased to host guests from a range of sectors, including politics, sports, film, media, business, and tourism. Julie Uhrman (founder of Angel City FC) and Erin Bromaghin (Deputy Mayor International Relations, Los Angeles) spoke of the FIFA Women’s World Cup in New Zealand and Australia. In fact, the footballs that were used at the event are being donated to schools in LA in need, supporting the pipeline of new soccer players for the future. You can find a video of the event on the New Zealand Consulate’s social media platforms.
Image: CG Duke and CG Clarke-Watson at the Countdown to Kickoff event (Australian Consul-General, Los Angeles)
Were you able to use 2023 FIFA Women’s World Cup sporting event to try and advance diplomacy?
CG JCW: One of the great things about the FIFA Women’s World Cup is just how global it is, and the interest it attracts from across the world. Of course, that interest also extends to politicians. We have welcomed leaders and Ministers from a range of countries who have used their time in New Zealand to both support their national teams and to exchange views on shared issues of interest. From the United States, we were pleased that Secretary of State Antony Blinken was able to attend the US Women’s National Team game against the Netherlands during his recent visit to New Zealand in July.
Did this event contribute to any foreign policy objectives?
CG JCW: Absolutely.
The FIFA Women’s World Cup is the largest women’s sporting event in the world. The 2023 edition has been the biggest yet, with 32 teams taking part for the first time. This reflects the huge growth in the women’s game. It’s was an excellent opportunity for New Zealand to promote its views to the world on gender equality and championing the role that wāhine (women) have in sports.
Of course, hosting an event of this magnitude has put New Zealand in clear focus on the world stage, with notable social and economic benefits. Tens of thousands of fans have followed their teams to New Zealand, which has provided a current and future boost to the tourism and hospitality sectors, with flow-on effects right across the country. It also leaves a lasting legacy for football in this country, and supports the promotion of New Zealand as a host for world class sporting events.
Co-hosting the FIFA Women’s World Cup with Australia has also allowed us to showcase Aotearoa New Zealand’s unique culture and offering to the world through the spirit of manaakitanga (hospitality), as we welcome and embrace visitors to our home.
Image: Gender Equality Symposium at the FIFA 2023 WWC (Australian Consul-General, Los Angeles)
Did you notice any benefits and/or controversies stemming from the FIFA games taking place in your home countries?
CG JCW: The FIFA Women’s World Cup is the third largest sporting event in the world and co-hosting it in NZ provided an unprecedented opportunity to raise the profile of women and girls in sports and wider society in Aotearoa and across the Pacific. Early indications show we've been successful in achieving that so now it's about building on that momentum to ensure progress continues.
Was the FIFA Women’s World Cup a helpful platform to help deliver any key messaging or educate others?
CG JD: Absolutely, the FIFA Women's World Cup provided an excellent platform to demonstrate Australia’s commitment to gender equality and women's empowerment, both on and off the field.
In the sidelines of the FIFA Women's World Cup, Australian Foreign Minister Penny Wong with the Minister for Sport Anika Wells co-hosted a two-day Symposium with international delegates to advance Australia’s interests in gender equality and human rights.
As Foreign Minister Wong said in her keynote speech, the FIFA Women’s World Cup “reminds how we come together as an international community and as a human community. Sport – especially the global game of football, played by millions, watched by millions – brings us together in all our beautiful diversity. A kaleidoscope of humanity. “
Key highlights from the Symposium included a panel discussion and a standing ovation for the former captain of the Afghan Women's Football team Khalida Popal. Australian Olympic and NBA basketballer Patty Mills AM, a proud Australian First Nations man, spoke powerfully about the importance of inclusion and owning your story.
We were delighted US Secretary of State Antony Blinken could participate in the Symposium and that the US Secretary of Defence Lloyd J. Austin III attended the Australia and Nigeria match.
A shout out for Angel City Football Club who also took the opportunity of being Down Under to host the Angel City Equity House in Australia from 31 July to 7 August, which amplified the mission to advance gender equity and foster collaboration for positive change.
CG JCW: Certainly. We really wanted to leverage the FIFA Women’s World Cup to promote four key values and outcomes domestically and internationally, and educate others about New Zealand and certain values we hold. These include:
Mana Wāhine - raising the profile of women and girls in sport and wider society;
Te Tangata – to promote thriving communities;
Te Ao – to enhance our international relationships; and
Ōhanga- to energise further economic growth
We’ve had great opportunities to promote these values through the FIFA Women’s World Cup and associated events.
One clear example of the impact of these messages, is the open letter to New Zealand written by Becky Sauerbrunn, captain of the US Women’s National Team, praising New Zealand for its commitment to gender equality and women’s rights. She noted that there “could not be a more fitting host for our base camp… I know I speak for my teammates when I say we are thrilled to be playing our group stage matches in New Zealand.” In her view, hosting the FIFA Women’s World Cup in New Zealand and Australia “will not only showcase the supreme talent and skill of the world’s best female soccer players but will also demonstrate the value of empowerment and the growth of the women’s game.” She added “perhaps the most important effect of this World Cup will be how these 64 games will continue to fuel, empower and inspire women and girls – and people of all ages – around the globe.”
The U.S. Secretary of State Antony Blinken and U.S. Soccer President Cindy Cone recently announced a new partnership that aims to use sport to boost shared peace and shared prosperity worldwide, in support of broader U.S. foreign policy goals. Any advice as the U.S. prepares to potentially host the 2026/2027 games?
CG JD: These are wonderful initiatives. Our experience in hosting the FIFA Women’s World Cup has shown how football can be used as a diplomatic tool for promoting peace, education and inclusion globally and I’m sure the US will do an outstanding job as host of the 2026/27 games.
CG JCW: We welcome the announced partnership, whose objectives we see as closely aligning with our own objectives and values in hosting the FIFA Women’s World Cup. We look forward to seeing how it develops ahead of the US’s upcoming hosting of the 2026 FIFA Men’s World Cup. We are sure it will be a fantastic tournament, hopefully with the New Zealand men’s national team – the All Whites – in the competition!
Image: Bilateral meeting with U.S. Secretary of State Antony Blinken (Australian Consul-General, Los Angeles)
Anything else you would like to share?
CG JD: Major sports events like the World Cup have the power to bring together people from diverse backgrounds and create a shared sense of excitement and unity.
The Matilda’s semi-final clash with England at the 2023 FIFA Women's World Cup was officially the most-watched TV event in Australian history, with a staggering peak of 11.15 million viewers. - not bad for a nation of only 26 million people. This took down Cathy Freeman’s record of 8.8 million who watched her iconic gold medal run in the 400m at the Sydney Olympics in 2000.
Following Matilda’s groundbreaking performance and calls by Sam Kerr for greater funding in development and at the grassroots level, a A$ 200 million program called Play Our Way is set to be announced by Prime Minister Anthony Albanese to support women and girls in participating in the sports they love by providing equal opportunities for them in their professional sporting career.
Prime Minister Albanese said that the Matilda’s “have given us a moment of national inspiration, and that this is about seizing that opportunity for the next generation.”.
As he says, “sport is a great unifier and a great teacher”.
Our FIFA Women’s World Cup hosting has reminded us of sport’s power to influence, inspire and create lasting pathways for change.
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Consul-General Jane Duke was appointed Australian Consul-General Los Angeles in August 2020. She is an experienced senior career officer with the Department of Foreign Affairs and Trade (DFAT). She was most recently Australia’s Ambassador to the Association of Southeast Asian Nations (ASEAN) in Jakarta, Indonesia, and has served overseas as Deputy High Commissioner, Malaysia, and as Counsellor (Immigration) at Australia’s Permanent Mission to the United Nations in Geneva. Learn More
Consul-General Jeremy Clarke-Watson was appointed New Zealand Consul-General Los Angeles in August 2020 and is a career diplomat. His most recent assignment has been as the New Zealand Government Special Envoy for Commonwealth Trade. Jeremy has previously served as the New Zealand Ambassador to the United Arab Emirates and the State of Qatar from 2014–2018 and as the Deputy Head of Mission at the New Zealand Embassies in Saudi Arabia and Viet Nam. Learn More
The views and opinions expressed here are those of the author(s) and do not necessarily reflect the official policy or position of the Pacific Council.
