Look How Far We’ve Come – Inspiring Campaign Highlights Women’s Progress In The World Cup

In time for the 2023 FIFA Women’s World Cup held in Australia & New Zealand, Hyundai Motor Company, an official sponsor and automotive partner, launched an expanded “Goal of the Century (GOTC)” campaign for this year’s competition. First introduced during the FIFA World Cup Qatar 2022™, GOTC campaign embodies Hyundai’s commitment to Sustainable, Innovative and Humane efforts around the world. 

This year’s expanded GOTC campaign is grounded on the key concept “Women + Inclusivity” by celebrating the history of women’s football, and Hyundai’s longstanding commitment to supporting the game, as seen through its 25-year partnership with FIFA Women’s World Cup™. 

The GOTC campaign is being initiated through various activations, including a global campaign film titled “How Far We’ve Come,” a special exhibition at the FIFA Museum titled “Calling the Shots: Faces of Women’s Football,” and a partnership with Common Goal to contribute to Equal Play Effect and sponsor Festival 23, which celebrates the game’s social impact, bringing together young girls for a combination of educational workshops and cultural programs.

The GOTC campaign film “How Far We’ve Come” celebrates 130 years of women’s football, and takes viewers on a time travel journey from the 19th century to present day, permeated with challenging moments and even greater achievements. By doing so, the film shows how far women’s football has come and how far it will go. 

Key moments from the film include the first match held by British Ladies’ Football Club (one of the first women’s football clubs) in 1895, British FA’s 50-year ban on women’s football in 1921, the first ever international women’s football match in 1971 and looks ahead to the 2023 FIFA Women’s World Cup™ final. All of the apparels, football kit and balls shown are portrayed with historical accuracy.    

Hyundai’s commitment to “Women + Inclusivity” is also reflected in the all-female team that brought the film to life, from the campaign director, Nicole Ackermann, to the production crew and Hyundai employees involved in the campaign planning.

Sungwon Jee, Senior Vice President and Global Chief Marketing Officer at Hyundai Motor Company, said this year’s GOTC campaign expands on their sustainability efforts by focusing on social inclusivity for women.

“The campaign embraces womanhood by not only supporting the FIFA Women’s World Cup 2023™, but also by celebrating the legacy and history of women’s football. Looking back at how far women’s football has come, Hyundai has an optimistic view of the future,” he said in a press release.

It is a timely campaign reflecting the increase in interest in women’s soccer globally. During the quarter final stage of this year’s World Cup, Australia’s epic penalty shootout match against France in Brisbane has been recorded as Australia’s largest television sport event in at least a decade, with an estimated average audience during the game of 4.17 million. In 2019, the World Cup Final between the United States and The Netherlands also broke records, drawing an average live audience of 82.18 million according to FIFA numbers, making it the most-watched match in the tournament’s history.

The battles off-field are also drawing more attention, as evidenced by the USWNT’s legal campaign and court case for wage equality. While the men’s national team have yet to win a World Cup title, the women’s team have now won 3, and set records for viewership. And still, the men’s team is paid more, which is what the women have been challenging.

In light of this, Hyundai is sponsoring a special exhibition, ‘Calling the Shots: Faces of Women’s Football,’ at the FIFA Museum, during the FIFA Fan Festival™ in Tumbalong Park, Sydney, from July 20 to August 20, 2023. The exhibition celebrates the heritage of players, staff and supporters who have contributed to the development of the Women’s World Cup so far.

It is clear that the campaigns to push for equality play an important role in encouraging young girls to join the sport. The Hyundai campaign, tracking the impressive history of how far women in the tournament have come, along with viral videos like France’s brilliant World Cup ad, challenging gendered assumptions about female players, go a long way to disrupt the status quo and make space for more inclusiveness.

You can learn more about Hyundai’s Goal of the Century campaign HERE.