The marketing and branding of indigeneity in the FIFA Women's World Cup 2023 : marketing Maori

The Fédération Internationale de Football Association (FIFA) chose to use te reo Māori and First Nations languages and symbolism in their branding and marketing of the 2023 FIFA Women's World Cup (2023 FWWC). This chapter explores what meaningful legacy the incorporation of Indigeneity in the t...

Full description

Bibliographic Details
Main Authors: Erueti, Bevan, Grainger, Andrew (R20969), Haldane, Hillary J.
Other Authors: Beissel, Adam S. (Editor), Postlethwaite, Verity (Editor), Grainger, Andrew (Editor), Brice, Julie E. (Editor)
Format: Book Part
Language:English
Published: U.K., Routledge 2024
Subjects:
XXXXXX - Unknown
Fifa
First Nations
Online Access:https://doi.org/10.4324/9781003379201-14
https://hdl.handle.net/1959.7/uws:74455
Description
Summary:The Fédération Internationale de Football Association (FIFA) chose to use te reo Māori and First Nations languages and symbolism in their branding and marketing of the 2023 FIFA Women's World Cup (2023 FWWC). This chapter explores what meaningful legacy the incorporation of Indigeneity in the tournament will have for Māori in their relationship with the game of football and the governing bodies of the sport in Aotearoa. By examining the content of various national sports organisations (NSOs), we trace the incorporation of Māori concepts, predicated on the Treaty of Waitangi, into the guiding principles of the NSOs, while contrasting this with access to and participation in the game. We end by looking forward to the 2026 tournament and ask if FIFA will continue its commitment to Indigenous peoples in the game.

Similar Items