FIFA has announced its new brand identity for the Women’s World Cup in 2023, featuring first nation culture from Australia and New Zealand.
The logo will feature cultural details from both Australia and New Zealand’s first nation cultures, as well using the traditional names of cities participating in the cup.
FIFA’s chief women’s football officer, Sarai Bareman, said: “To start to see the cultures of both Australia and New Zealand seep into the day-to-day work that we’re doing here at FIFA, it’s something that I totally embrace and everyone who is involved in the tournament is totally embracing.”
The logo design focuses on rich, earthy colours that represent both the Australian and New Zealand landscape, which the first nations cultures are deeply tied to, as well as symbolising the unification of the 32 participating countries.
FIFA secretary general, Fatma Samoura, said: “The new brand identity beautifully reflects the expansion of the tournament from 24 to 32 teams and evokes the colours and diversity of the national team strips taking part in the ultimate women’s football competition.”
“We can’t wait for it to begin,” Samoura said.
FIFA engagement lead for Aboriginal and Torres Strait islander communities, Courtney Hagen, said: “Sport is a space and a catalyst not only for social change but it’s something that brings people together in its purest form; it’s bigger than all of us.”
This comes after the Reconciliation Action Plan (RAP) was redeveloped this year to further support diversity within the sporting industry.
“[Developing] the RAP is a great opportunity for football to start manoeuvring further in this space and ensure that community engagement is at the heart of everything we do; that cultural engagement and competency is fostered,” Hagen said.
“Part of that, as well, is working with the 2023 Legacy team, which wants to accelerate change for Aboriginal and Torres Strait Islander players in the game,” she said.
