L’Oreal sponsorships, Barbie, and the Matildas‘ Olympic dreams: Twelve momentous months for Mary Fowler

Mary Fowler grew up playing football in far-north Queensland with no idea who the Matildas were. Now she is the face of the team, sought after by global brands, and an inspiration for the next generation, writes JESSICA HALLORAN.

Matildas superstar Mary Fowler’s new world is blowing her mind.

From the cover of Vogue Australia to having a Barbie created in her honour, Fowler said the past year had been extraordinary off the field.

For a kid who grew up playing football on the sands of Trinity Beach in far-north Queensland, who didn’t even know who the Matildas were, she said the attention on herself and her teammates was a testament to how far the women’s game had come.

“What’s crazy is that when I have these brands approaching me I’m, like, mind blown. I would never have thought that such a big brand would want to work with me,” the 21-year-old said.

“It just goes to show how far women’s football has come and I feel really lucky.

“Honestly, I’ve come in at the perfect time. And I’ve just had the opportunities to show myself on the field and to have a bit of a presence out there.

“I’m just grateful and enjoying the journey.”

Mary Fowler for Vogue.

With star striker Sam Kerr on the sidelines because of a knee injury, Fowler has become the face of Australia’s most popular sports team.

In her second Olympics, Fowler will help the Matildas take on football powerhouse Germany in their opening match in Marseille.

While the humble superstar etched herself into Australia’s consciousness after last year’s women’s World Cup – during that campaign she became the second most Googled Australian – but still she says she could never have anticipated the number of companies wanting to work with her off the field.

In the past year Fowler has become one the most in-demand Matildas’ stars and she has secured lucrative partnerships with brands such as Weet-bix, L’Oreal
and Barbie.

Then there’s her relationship with NRL star Nathan Cleary, which has attracted attention from the paparazzi.

While her days of being truly anonymous have slipped by, Fowler said she was fortunate to be in her position and whenever she interacted with a Matildas or Manchester City fan on the street, she was cognisant of what that moment would mean to them.

Matildas soccer star Mary Fowler and NRL Penrith star Nathan Cleary. Picture: Instagram @maryfowlerrr

As a little girl she grew up aware of one international female football player and only watched men’s football on YouTube.

“Seeing what it means to the other person, that always centres me and it makes me appreciate how lucky I am to be in a position where I can make someone’s day better,” Fowler said.

“That’s an amazing position to be in, but obviously it comes with a bit of responsibility at times.

“I try not to think about it too much, because at the end of the day I’ve always thought that by just being myself, that’s the best way for me to inspire others … because I’m just being genuine to who I am. It’s definitely been a journey, but growing through it all and enjoying it.”

It’s no surprise she is lauded by Football Australia chief James Johnson as an outstanding role model for the game.

“Look, she’s an outstanding ambassador for the Matildas, for Football Australia and for the game at large,” Johnson said.

“She has a remarkable story, the way that she’s come out of the northern part of Queensland, and gone through our youth system, through our national team.

“And then this locally developed player is now playing at arguably the biggest club in the world at Manchester City.

“So we’re very proud of what she’s done, her pathway, who she is, and also what she’s doing for the game.”

It has been 14 years since the Matildas last won a medal and the team has been preparing for their first match against Germany in Spain and then Marseille, France.

The “disappointment” of their fourth place at the World Cup has fuelled this team.

“The disappointment of not finishing in a top three place is at the forefront of people’s minds,” Fowler said. “We want to do better and that’s really kind of fuelled our training sessions.

“Everyone’s enjoying our time together, but also being super focused and dedicated when we’re on the training field together.”

The team has not hidden its hunger to win gold it has been the burning topic in the build up to these Olympics.

“It’s one thing to make it to these tournaments, it’s such an honour, and it’s such a big moment throughout your journey to make it, but that disappointment of, like, never coming away with a medal … that sits with you a bit.”

Mary Fowler has her eyes on gold in Paris.

Fowler was the youngest member of the Matildas at the Tokyo Olympics, but this time she brings great experience with more the 50 international caps to her name.

Fowler said in the past four years she had changed “a lot” and put that down to her experiences on the field, particularly in the Super League with Manchester City. Limited minutes made her hungrier for more.

“I’ve matured a lot just from life experiences and that’s helped me on the field, like, just be a bit more consistent and to be able to deal with pressure a bit better,” she said.

“Moving to Man City has helped me grow a lot as a player. And going through, like, not being able to get as many minutes at clubland to what I was used to and having to just like, understand that being consistent, really matters.

“That’s helped me grow so much because now if I get the chance to play, I want to. I want to grab that opportunity and not be like; ‘Oh, it’s all right, I’m starting now and will start the next game’. I don’t look at it like that anymore.

“That’s what made me so much better. Now it’s just one game at a time rather than thinking that opportunities are just a given.”

Originally published as L’Oreal sponsorships, Barbie, and the Matildas‘ Olympic dreams: Twelve momentous months for Mary Fowler