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Beyond Greatness ™ – a revolutionary new brand identity unveiled for the 2023 FIFA Women’s World Cup Australia and New Zealand ™

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Beyond Greatness ™ – a revolutionary new brand identity unveiled for the 2023 FIFA Women’s World Cup Australia and New Zealand ™

The main goal of the FIFA Women‘s World Cup is to showcase female talent

ZURICH, Switzerland, October 28, 2021 / APO Group / –

The vibrant and dynamic new brand identity for the 2023 FIFA Women’s World Cup ™ includes distinctive cultural elements, a bold new slogan and a rich sound identity; Beyond Greatness ™ – new tournament slogan aims to unite and inspire people around the world through the power of the FIFA Women’s World Cup ™ and women’s football; To watch the entire show live and learn more about the new brand identity, please click HERE (https://fifa.fans/3mk9dVe).

FIFA unveiled an exciting and bold new brand identity for the 2023 FIFA Women’s World Cup Australia and New Zealand ™, incorporating a dynamic new visual approach that aims to unite and inspire people around the world through the power of the FIFA Women’s World Cup ™ and women’s football.

The brand’s identity and emblem incorporates the vibrant local landscapes and rich colors of both hosts, creating a palette based on the rainforests, land, mountains, cities and water of both countries. A radial pattern featuring 32 colored squares – celebrating the new expansion in 32 participating countries and an element commonly seen in the native cultures of Australia and New Zealand – is an important part of the design.

The motif symbolizes not only the coming together of the best teams in the world, but also the spirit and the values ​​of the two host countries which shine in the world, with football at its heart.

Speaking on the new identity of the 2023 FIFA Women’s World Cup, Fatma Samoura, FIFA Secretary General, said:

“Women’s football continues to grow and Beyond Greatness, the new slogan perfectly captures where FIFA wants to bring women’s football into the hearts and minds of football fans around the world – Beyond Greatness. The new brand identity beautifully reflects the tournament’s expansion from 24 to 32 teams and evokes the colors and diversity of the national team squads competing in the ultimate women’s football competition. We can’t wait for it to start!

The brand identity made its first public appearance in a live broadcast featuring FIFA women’s football manager and New Zealander Sarai Bareman, Australia striker Kyah Simon and New Zealand striker Hannah Wilkinson. During the show, which airs on Optus Sport in Australia and Sky TV in New Zealand, guests discussed the meaning of the tournament’s ambitious new slogan, dynamic emblem and overall brand appearance, that incorporates unique designs created in collaboration. with local indigenous artists.

Speaking during the show, Sarai Bareman was inspired by the vision behind the brand:

“The main objective of the FIFA Women’s World Cup is to showcase female talent. Everything we are trying to achieve for women in football and women in society will be on display to the world in Australia and New Zealand.

“It’s a movement and we want everyone to be part of it. You are going to see an incredible display of the best athletes in the world, two beautiful countries and two incredible cultures. It’s unique, like this emblem. It’s unlike anything you’ve seen before. Get behind!

In addition to the dramatic visuals, a bespoke tournament sound identity titled Unity, created by acclaimed musician and electronic producer Kelly Lee Owens, was unveiled. Owens, who made a special appearance on the show, explained that the music was inspired by the same ideals and values ​​that led to the creation of the official slogan: Beyond Greatness ™.

Dave Beeche, CEO of the 2023 FIFA Women’s World Cup, noted that the launch of the brand is an important step in the preparations for the tournament:

“Unveiling this dynamic and innovative brand is a key step for host countries on their journey to 2023. We are proud to see our Maori and Indigenous Australian cultures playing a key role in creating this powerful and unique global brand. We believe this is a fitting symbol of our plans to host a tournament that will not only take players and fans beyond greatness, but continue the incredible momentum already underway in the growth of women’s sport and the world. gender equality.

Australians and New Zealanders look forward to extending our famous “down-under” hospitality to all visitors, to celebrate the world’s largest women’s sporting event in our beautiful countries. ”

The 2023 FIFA Women’s World Cup will see the best female players in the world compete for the biggest prize in women’s football from July 20 to August 20, 2023. The expanded format will feature 32 teams for the first time and is the first to present guests from two confederations.

Several items, including a video, images and quotes from the live show, are available for editorial use. To download, please click HERE (https://bit.ly/3mmbhME).

For the latest tournament news and information, visit FIFA.com/WomensWorldCup or use the hashtag #FIFAWWC.

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