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

• 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

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...