Star Matildas set for big payday despite being bundled out of World Cup

While their world cup dream may be over, several Matildas stars are set to be winners in another important way.

Despite their loss in last night’s semi final, several star Matildas are still set to capitalise on their success in the Women’s World Cup, according to sports sponsorship and marketing experts.

Andy Craig, a former sports agent who has represented the likes of Eddie Betts and Alex de Minaur and is currently managing director of Talennial and Endorsco, consultancies that advise brands on partnering with athletes, told news.com.au there is potential for the earnings of several Matildas from sponsorships and brand endorsements to outstrip their club salaries.

However he puts their earnings potential from such deals in the tens or hundreds of thousands, rather than the millions.

“Only Sam Kerr can command that kind of money, she’s unique because she’s an internationally recognised, top five global player in the women’s game,” he added.

But Mr Craig said he believes Mary Fowler, Hayley Raso and others have the potential to join her as their stars rise.

Mary Fowler is set to attract more in sponsor dollars. Picture: Adam Head.

Hayley Raso is a star on the rise. Picture: Franck Fife/AFP.

“Sam Kerr was very marketable because she was already a household name before this world cup. But now others, such as Mackenzie Arnold, Ellie Carpenter and Hayley Raso, will join her as household names and it’s really critical [for them] to capitalise on that now,” Mr Craig said.

Damon Hill, managing director of sponsorship consultancy and brokerage agency Sponsorship Experts told news.com.au: “Player managers will now be able to open the door for the tier below Kerr. Now that they are becoming household names, there are three or four of them that are in the prime position to monetise that.”

Ellie Carpenter could strike endorsement gold. Picture: Quinn Rooney/Getty Images.

Mackenzie Arnold is another destined for sponsorship success. Picture: Instagram

According to analysis by The Australian Financial Review, Sam Kerr earned $3.3 million in 2022, comprising both her club salary at Chelsea - estimated at $600,000 a season - and endorsements from the likes of Nike, EA Sports and MasterCard.

The next top earner, Ellie Carpenter, who plays her club football at Olympique Lyon, was estimated to have raked in $1.3 million last year.

Other world cup heroes, such as Mary Fowler, Mackenzie Arnold, Hayley Raso and Caitlin Foord, who all play for clubs in England or Europe, were estimated to have earned between $180,000 and $285,000 each.

From a brand perspective Mr Hill said Matildas players offer “fantastic value for money” compared to male athletes.

With recent games attracting huge TV audiences, Mr Hill said: “Eyeballs mean money. Their managers are going to be fielding a lot of calls.”

But captain Kerr is unlikely to miss out on any uplift in sponsor dollars on offer.

Prior to last night’s tragic loss over England, Nike Pacific boss Ashley Reade told The Australian Financial Review the marketing potential for the Matildas has now surpassed that of the Socceroos.

Sam Kerr won’t miss out on increased sponsor dollars. Picture: Steven Markham/Icon Sportswire/via Getty Images. Picture: Bradley Kanaris/Getty Images

Kerr’s deal with Nike is reportedly worth as much as $1 million, and Mr Reade flagged the prospect of launching a Kerr-specific range of boots after the tournament.

It’s not just their on-field success that makes the Matildas more attractive to sponsors, the experts say, but the way they have captured the hearts and minds of family audiences.

“Being incredibly likeable is critical in attracting brands. Australia has had a lot of dislikable athletes and that’s a risk for brands,” Mr Craig said. “It’s a feel-good story and a long overdue success story for women's sport.”

“Those human values, being good people and excellent athletes, that’s the complete package. When you look at the greats, they don’t normally have any dirt on them. Even if the Matildas are not your team, even if soccer isn’t your game, there’s no reason to turn away from them,” Mr Hill said.

Being likeable is critical in attracting brands. Picture: Adam Head.

Because most of the Matildas top players play their club football abroad, Mr Craig said there will be a challenge in keeping them relevant in the minds of the public.

He said that in order to capitalise on the Matildas’ success, brands will need to strike while the iron is hot. “We find the same issue with tennis, which is mainly an overseas sport.”

As a team, the Matildas have sponsorship deals with the Commonwealth Bank, Qantas, Lego, Nike, Cadbury, ­Priceline and Spanish car company Cupra.

Football Australia CEO James Johnson told The Australian it still has Matildas’ sponsorship categories such as insurance, logistics and technology to sell, while the sleeve-sponsor contract, currently held by Seven Consulting, is up for renewal next year.

“When it’s easy to fill Stadium Australia and get 75,000-76,000 people to a Matildas match, where you don’t have enough supply for the demand, you know you’ve got a good product,” Mr Johnson said.

“After the Women‘s World Cup, it will grow, but our view is that the companies already there with us and potential sponsors that want to be part of it have to pay the right amount, because it is a real commercial sports brand. We’ve gone beyond the point of people investing in it because it’s ‘the right thing to do’. This is a commercial brand now. It’s very strong, and I do believe it’s as strong as probably just about any in the country.”