#FIFAWWC: How a generation-defining conversation came alive on X

Tuesday, 22 August 2023

To say that the FIFA 2023 Women’s World Cup was a historic moment for sports is an understatement. With record-breaking numbers for stadium attendance, TV viewership and engagement on X, the future is bright for #WomenInFootball.

After 64 thrilling matches, including the final between Spain (@SEFutbolFem) and England (@Lionesses) in which #LaRoja emerged as the 2023 champion, these last 30 days played out on X in a big way. We’ve compiled the numbers and the moments to illustrate the massive role the platform played during the event.

Conversation impressions surpassed the 11 BILLION mark
There were a whopping 11.3B impressions of the #FIFAWWC conversation globally. That’s 267% more impressions than the previous quadrennial event, UEFA 2022 Women’s Euros.

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The loud (and proud) support was seen, heard and felt
More and more people joined the conversation on X as the competition progressed.

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In the host country Australia, the stellar performance by the @TheMatildas transformed the sports conversation in the country forever. On the day of the semi final, more than half of the overall sports conversation was about the Women’s World Cup.

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The borderless fandom is real
While the U.S. posted more than any other nation, we had 139 countries with at least 1,000 posts on X. Here’s the top 10:

  1. 🇺🇲 United States of America
  2. 🇬🇧 United Kingdom
  3. 🇧🇷 Brazil
  4. 🇪🇸 Spain
  5. 🇳🇬 Nigeria
  6. 🇯🇵 Japan
  7. 🇦🇺 Australia
  8. 🇿🇦 South Africa
  9. 🇨🇴 Colombia
  10. 🇫🇷 France

Fans engaged the most during the final
But the top moments happened throughout the competition. These are the top 5 days with the biggest peaks of conversation on X, measured in posts per hour:

  1. Final: England vs Spain, Aug 20
  2. Semi-Finals: Australia vs England, Aug 16
  3. Round of 16: England vs Nigeria & USA vs Sweden, Aug 7
  4. Group Stages: Jamaica vs Brazil & France vs Panama, Aug 2
  5. Group Stages: Brazil vs Panama, Jul 24

The most-mentioned players of the tournament
From sports legends’ farewells to emerging stars, people on X celebrated the athletes regardless of their teams. Aussie player Sam Kerr was one of the most valuable players (a.k.a. MVP) who left her mark much beyond the field of play.

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These were the most mentioned players:

  1. 🇺🇸 Megan Rapinoe (@mPinoe)
  2. 🏴󠁧󠁢󠁥󠁮󠁧󠁿 Lauren James (@LaurenJamess22)
  3. 🇦🇺 Sam Kerr (@samkerr1)
  4. 🇳🇬 Asisat Lamina Oshoala (@AsisatOshoala)
  5. 🏴󠁧󠁢󠁥󠁮󠁧󠁿 Mary Earps (@maryearps027)
  6. 🇳🇬 Michelle Alozie (@alozieee)
  7. 🇺🇲 Alex Morgan (@alexmorgan13)
  8. 🇪🇸 Salma Paralluelo (@SalmaParalluelo)
  9. 🇪🇸 Olga Carmona (@7olgacarmona)
  10. 🇪🇸 Alexia Putellas (@alexiaputellas)

England was the most-mentioned team
Here are the most talked about teams of the tournament: 

  1. 🏴󠁧󠁢󠁥󠁮󠁧󠁿 England (@Lionesses
  2. 🇪🇸 Spain (@SEFutbolFem)
  3. 🇺🇲 USA (@USWNT)
  4. 🇳🇬 Nigeria (@NGSuper_Falcons)
  5. 🇯🇵 Japan (@jfa_nadeshiko)
  6. 🇸🇪 Sweden (@svenskfotboll)
  7. 🇿🇦 South Africa (@Banyana_Banyana)
  8. 🇫🇷 France (@equipedefranceF)
  9. 🇦🇺 Australia (@TheMatildas)
  10. 🇳🇱 Netherlands (@oranjevrouwen)

FOX Sports and Telemundo brought U.S. fans premium video content
With more than 700 million video views of #FIFAWWC content, there’s no question that our premium video partners enhanced the fan experience on X.

In the US, FIFA World Cup NOW returned on @FOXSoccer, covering every match on X with real-time highlights and updates so that fans never missed a moment. @TelemundoSports produced premium Spanish-language video content, including the top moments of every match and updates celebrating players and fans from around the world.

Brands stood out among the #FIFAWWC conversation on X
Women’s football fans weren’t the only people engaging with the tournament. Several brands joined the conversation as the action on the pitch unfolded. Adidas, Budweiser and EE were among the most globally mentioned sponsors of the tournament.

We've included some of our favorite brand posts at the end of this article, keep scrolling to see more! 

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That's a wrap but it's not over yet

This year’s #FIFAWWC will go down as one of the most transformational moments of #WomenInSports in recent years — as seen on X.

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That said, there’s still some way to go in getting the sport and players the recognition they deserve. Keeping the momentum of this cultural shift will be what actually changes the game in the long run. One thing is certain: whether to celebrate the wins or call out the issues, those important conversations will continue to take place on X.

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Source: X Internal, Posts from July 20-Aug 20, 2023. Global.

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