Seven's Women in Sport event, held at Sydney Football Stadium in Moore Park, saw guests being taken through a behind-the-scenes tour of the stadium, experiencing what the Matildas will before they run out on the pitch for the Women's World Cup.
Cortnee Vine and Chloe Logarzo from the Matildas then brought attendees through the training room, the locker room and then welcomed them onto the field to enjoy a surprise lunch on the field as the atmosphere of a game was recreated through noise and the stadium lighting up with Seven’s female sport content.
A host of different female athletes and 7Sport talent joined guests at the tables, with the event hosted by Mel McLaughlin, who was joined by special guests throughout the afternoon.
Attendees included top CMOs from some of Australia’s biggest brands, clients and agency heads, plus athletes, talent, Seven’s management team, the Seven sales management team, James Warburton - Seven’s MD and CEO - and James Johnson, CEO of Football Australia.
Seven’s chief revenue officer, Kurt Burnette, said Seven's vision is to help shape culture and change behaviour.
"I appreciate that is a big statement to make, but it’s one we at Seven have been doing and are committed to, and you will see that across today," said Burnette.
"We are proud to be bringing the 2023 FIFA Women’s World Cup to the screens of Seven for viewers to embrace this iconic cultural moment. For us, this event re-affirms our ongoing commitment to sport and women in sport in general – across all disciplines from AFLW, WBBL, Womens Test Cricket, the World Surf League and more.
"The World Cup as a business proposition will also provide an enormous halo of audience in and out of the game to lift all our content around it."
Seven producer, Kirsty Bradmore, said the network is in the business of story-telling and its core objective as it relates to brands is to unlock ways to make them a genuine part of the story-telling.
"To integrate them through the broadcast and across screens in ways where they can make a relevant contribution to the fan experience – whether that be informative, educational or entertaining," said Bradmore.
"We know the power of creative in context. It drives a stronger performance – more enjoyment, more relevance and more understanding of a brand’s message – and that is why it is so effective for marketers.
"Through previous major events and our sport broadcasts on Seven, we work with brands to help them to show up in purposeful, organic and authentic ways. That is what we as producers love and that is what drives the best outcomes for brands in terms of impact and engagement.
"Our Women’s World Cup broadcast for instance, is a wonderful platform for brands to communicate their contribution to a brighter future. To work together to shape culture and change behaviour – by changing the way young boys and girls view the world of sport.
"The sponsors who have come on board with Seven & Optus Sport have a real alignment to the event or football either globally and/or locally and are well positioned to complement the story-telling and deliver an enhanced advertiser and viewer experience."
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