Wrap-Up of Perth International Cup: A Week of Football and Fan Engagement

The inaugural Perth International Football Cup, presented by Ninja, concluded after a week of football matches and community events. The tournament brought together teams from the Women’s Super League and the French Division, including Manchester City, West Ham United, Leicester City, and Paris Saint-Germain (PSG), with a total attendance of 32,000 across the week.

The event kicked off on August 27th with a Women’s Football Networking Lunch at Crown Perth. This gathering included discussions on the future of women’s sports, involving players, officials, business leaders, and local football organizations. The rest of the week featured matches at HBF Park, starting with Manchester City’s victory over Leicester City in a penalty shootout on August 28th, and ending with PSG’s narrow 1-0 win against Manchester City in the final on September 1st.

Venue and Fan Engagement

The tournament initially scheduled a finals double-header featuring all final-four teams at Optus Stadium. However, due to lower-than-expected ticket sales, these matches were relocated to HBF Park. Despite this venue change, the tournament still managed to attract 32,000 attendees across various events throughout the week. Fan engagement was a key focus, with a mix of business and networking events, such as the Women’s Football Networking Lunch at Crown Perth, alongside more traditional fan-oriented activities. The fan event at Elizabeth Quay drew thousands of supporters, offering them the chance to interact with players from all four teams, including Matildas stars Mary Fowler and Alanna Kennedy, through Q&A sessions and autograph signings.

Building International Fanbases

For international teams like Manchester City and PSG, participating in the Perth International Cup represents more than just competing on the field; it’s an opportunity to establish and expand their global fanbases. By engaging directly with local fans and leveraging the star power of Matildas players, these teams are building on the momentum created by the Matildas’ success last year. Such events not only enhance the teams’ visibility in new markets but also deepen connections with international audiences, helping to grow the sport’s global influence.

Beyond the matches, PSG also engaged with the local sports community by participating in the AFL Women’s round 1 game at West Coast, where England’s Mary Earps tossed the coin. This collaboration between football and Australian rules football highlighted the growing interconnectedness of women’s sports.

 

 

 

 

 

 

View this post on Instagram

 

 

 

 

 

 

 

 

 

 

 

 

A post shared by AFL Women’s (@aflwomens)

 Sponsorship and Brand Activation

Ninja, the event’s title sponsor, utilised the Perth International Football Cup to enhance its brand presence in the Australian market. The sponsor’s activities throughout the week were designed to engage fans and create memorable experiences, from the opening networking lunch to the autograph sessions with players.

Where to next?

The Perth International Football Cup offered a mix of competitive matches, business and networking opportunities and fan events, drawing in a moderate crowd over the week. While the event demonstrated solid fan engagement and provided a platform for sponsors to connect with audiences, it also underscored the strategic efforts of international teams to establish deeper ties with global fanbases, particularly in regions like Australia where the momentum behind women’s football continues to grow.

Ministry of Sport had an exclusive interview with Manchester City Women’s Managing Director, Charlotte O’Neill while in Australia. Stay turned for this to be released in the coming days.

Stay ahead of the latest sports business trends by subscribing to our free Ministry of Sport newsletter. Unlock even more insights with our exclusive membership plans today!