👉 Background: The Matilda's have been playing in the Women's FIFA World Cup over the past few weeks. And it's clear now that pretty much every Australian is on the Tillies bandwagon.

👉 What happened: Now, Channel 7 said that the match was the "highest rating TV sport program of the past decade". It's watched by 7.2 million people in Australia, according to preliminary data from OzTam... just behind Cathy Freeman's 400m final at the Sydney Olympics.

👉 What else: The crazy part is, this doesn't even take into account out-of-home viewing at clubs, pubs, and sporting venues.

What's the key learning?

💡For a long time, women in sport have struggled to attract the sponsorship and TV dollars to adequately reward them for their efforts. But, the Matildas’ success is changing Australia’s sporting and commercial landscape.

💡With more eyeballs on TV's, it means bigger broadcast deals in the future. And growing player profiles today means more endorsement opportunities for the Australian soccer team in the future too.

💡And it's not just sport—it's been a billion-dollar-winter for women-led entertainment:

• Case in point 1: "Barbie" movie became the first billion-dollar movie to be directed by a solo female director
• Case in point 2: Taylor Swift's Eras Tour is on track to become the first concern to gross $1 billion in ticket sales

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