AFC Women’s Asian Cup
Australia 2026

Overview

Led the end-to-end development and delivery of the tournament brand for the AFC Women’s Asian Cup Australia 2026 - one of the largest women’s sporting events ever hosted in Australia.

Delivered a multi-city, integrated marketing campaign spanning brand, partnerships, content and live experiences, bringing the tournament to life across stadiums, host cities, broadcast and digital platforms.

The Challenge

  • Launch and establish a distinctive tournament brand in a competitive sporting landscape

  • Drive awareness, ticket sales and fan engagement across Australia and Asia

  • Simultaneously build the brand while driving immediate ticket sales in-market

  • Operate within a compressed lifecycle, with brand health and campaign impact concentrated into an ~8-month window

  • Align multiple stakeholders including AFC, host cities, government and commercial partners

  • Deliver a consistent brand experience across all touchpoints from stadiums to screens

  • Execute at pace within a high-pressure, fixed tournament timeline

The Approach

Led the development and execution of a fully integrated brand and marketing strategy, working across internal teams, agencies and partners to ensure consistency and impact at every stage.

  • Developed the tournament brand platform and identity system, anchored in Dream Fearless

  • Delivered integrated campaigns across paid, social, PR and broadcast

  • Partnered with Paramount+ to amplify reach and engagement

  • Led brand execution across three host cities (Sydney, Perth, Gold Coast), including stadiums, fan zones and city dressing

  • Oversaw creation of key brand assets including the official mascot, match ball and tournament anthem

  • Worked cross-functionally with marketing, partnerships, content and operations teams to bring the brand to life

The Outcome

  • Record-breaking attendance, including 70,000+ fans at the final

  • Strong engagement across broadcast, digital and in-stadium experiences

  • Elevated visibility and momentum for women’s football across Australia and Asia

  • Delivered a “tournament of firsts”, setting a new benchmark for future competitions

Naara

Naara, the tournament’s first official mascot, was developed as a key storytelling device to connect with fans and bring the brand to life in a playful and engaging way. Working with a team of external creatives, we led the creative development process from initial concept through to final design and execution.

Across the tournament, Naara became a central figure in fan engagement, making over 70 appearances across stadiums, fan zones and community activations - helping drive connection, visibility and energy around the event.