audio close compressed excel CS_logo_icon_solid_yellow_alt Created with Sketch. x x image insta-black menu pdf Print BTN - Shortlist Created with Sketch. Share Asset 1 word


Strategist Behind the 2023 FIFA Women's World Cup Campaign

  • Exclusive

Kim Anderson has built a reputation for crafting bold ideas into tangible outcomes. From a winning World Cup bidding campaign to propelling the FIFA Women’s World Cup beyond greatness, Kim has been a creative and strategic force behind some of Australasia's most iconic recent sporting and cultural memories.

With a 20-year career spanning Australia, New York, London and New Zealand as a brand and marketing specialist, Kim is an innovator’s secret weapon. She spearheaded marketing, brand and experiential strategy for a diverse set of international brands at the forefront of sport, design, major events, purpose and technology. Kim’s superpower is helping organisations build and harness fandom, turning this into commercial success and building a culture brand along the way.

Kim is also a trusted communications partner to senior executives and mentors to emerging leaders, passionate about helping to shape their profiles and elevate their careers.

Talking Points

Going Beyond Greatness

The FIFA Women’s World Cup is renowned as a great success story. 2 billion eyeballs across broadcast, almost 2 million fans in the stands, and a $1.32B economic impact.
It was an event that transformed the society, but it certainly wasn’t destined to be that way.

Women’s sports have always been a battle of resilience, struggling for investment, visibility and credibility. So how do you challenge the status quo, and forge a new future that goes beyond greatness?

From securing the hosting rights to the tournament, to unraveling the significance of the tournament's brand platform "Beyond Greatness", and why this major event stands as a watershed moment for women's sports, earning its title as a "tournament of firsts."

In this talk, the tournament’s head of marketing Kim Anderson will share insights into building a culture campaign that broke new ground, transformed perceptions of women’s sport, and successfully navigated the pressures of a complex and rapidly evolving global landscape.

Own the Moment: The collision of culture and sport

How do you move at the speed of culture and create a brand that becomes a movement?

In this session we dive into the unforgettable FIFA Women's World Cup 2023-an event that became a global cultural milestone. The tournament shattered records in every aspect: 2 million tickets were sold, 2 billion global eyeballs across broadcast channels, nearly 12 million Australians tuned in to witness the Matildas' gripping semi-final on TV, and a $1.32B economic impact.

But this success wasn't merely luck, good timing or just because the Matildas happened to be playing well. Kim Anderson reveals a story of thoughtful planning, the application of marketing fundamentals and captivating storytelling. Inspired by her time leading marketing for the largest women's sporting event in the world, Kim shares how tapping into culture can unite communities and the intricate marketing strategies that fueled this monumental success. From the significance of the tournament's brand platform "Beyond Greatness" in nurturing a cultural movement, and why this major event stands as a watershed moment in the discourse around women's sports, earning its title as a "tournament of firsts."

Unapologetically You: Embracing Your Values with Courage

Values-led leadership, lessons in belief and resilience when you're under intense pressure and a global spotlight, and how to build your personal brand.

Changing the Game

Debunking the common misconceptions and myths about women's sport, and the ingredients needed to thrive as a female leader in a man's world.
Let us know

and we'll send all the latest Saxton updates and news direct to your inbox
Thanks, you have been subscribed
View Shortlist