Cultural Pulse | FIFA Women’s World Cup 2023 Multicultural Fan Engagement

Agency Campaign of the Year, sponsored by Anti-Discrimination NSW

CulturalPulse’s Multicultural Fan Engagement Program for the 2023 FIFA Women’s World Cup set a new standard for sports marketing.

For Karissa Fletcher, Chief Growth Officer at CulturalPulse, the vision was clear.

“We wanted to use sport to honour and showcase Australia’s multicultural society and rally passion for homegrown female heroes.”

The campaign drove record match attendance, overcame language barriers, and reached communities previously unfamiliar with women’s sports.

Drawing on its deep understanding of cultural nuances and data insights, CulturalPulse tailored its marketing to 24 cultural groups and worked with over 500 multicultural media outlets.

The Program also included 40 community events like cultural festivals and viewing parties, attracting more than 400,000 people.

“One of the campaign’s innovations was our Community Champions Program – a first for FIFA,” Ms Fletcher explained.

“More than 190 community leaders helped spread the word and encourage participation.”

CulturalPulse worked with FIFA to make the event accessible. They provided support for online ticket purchases, group tickets, and special fan areas.

The result? The 2023 FIFA Women’s World Cup became the most-watched women’s sporting event ever, with $46 million in ticket sales, over 21 million digital impressions, and 18.2 million people reached.

The campaign had a lasting impact. It contributed to a 23 percent increase in junior girls’ football registrations in New South Wales.

“Our efforts didn’t just fill stadiums. They created a lasting legacy for women’s sports,” Ms Fletcher said.

For its game-changing work, Cultural Pulse was awarded Multicultural NSW’s 2025 Agency Campaign of the Year.