Australian sportswear retailer Rebel has amplified its sponsorship of the Commbank Matildas, as the team heads into the semi-finals of the FIFA Women's World Cup.
The retailer has rolled out a number of activations as part of the deal, including pop-up stores, brand collaborations and programs aimed at increasing the number of female football players.
Rebel GM eCommerce and marketing Ro Martin confirmed the program will continue to operate as the tournament reaches its final stages.
“We’ve taken a considered and deliberate approach to ensure we’re leveraging our sponsorship and athlete partnerships to not only celebrate and support the team, but importantly, create opportunities for more Australian girls to participate in the beautiful game.
“We can’t wait to see what the team achieves and the lasting impact hosting the 2023 FIFA Women’s World Cup on home soil has on football in Australia.”
The first phase of the sponsorship included funding a docuseries on Commbank Matildas star Mary Fowler, Mary, released in partnership with Seven Network across 7plus.
Rebel has also launched a new program to increase female participation in football through a collaboration with sportswear giant Nike. GoalGirls, fronted by Rebel ambassador Ellie Carpenter, calls on Australian girls aged 8 - 12 years old to pledge to play in the upcoming 2024 season and includes an interactive online skills course led by Carpenter.
Meanwhile, a rookies football clinic was staged on Cockatoo Island in partnership with activewear brand Puma on July 22. Over the last 12 months, more than 25 clinics and over 6,000 experiences have been created across the country for young girls and boys to engage in football.
Rebel has opened seven Women's World Cup pop-up stores throughout the country to capitalise on the programs, in additionn to a limited-edition football capsule collection with Australian designer brand P.E. Nation.
Matildas will take on England tomorrow night at 8:00pm AEST, played at Stadium Australia at Sydney Olympic Park.