2027 Netball World Cup the 'next defining moment in women's sport'

The Netball World Cup trophy stands on a pedestal as a blurred Australian team looks on

The Diamonds were successful at the last Netball World Cup on home soil. (Getty Images: Steve Christo)

The 2015 Netball World Cup final was the stuff of legend.

A good old-fashioned trans-Tasman clash, it was decided by just three goals, 58-55.

The Australians managed to survive a desperate comeback by New Zealand and send retiring players Julie Corletto, Kim Green and Bec Bulley out on a high. Gutsy Corletto famously played through the game with a broken foot, needing painkillers injected at half-time.

Being there in person to witness it is something netball fans love to reminisce about.

Australian netballers celebrate as their captain lifts the Netball World Cup trophy after winning the final in Sydney in

A world-record crowd watched the Diamonds hold on against the Silver Ferns in 2015. (AAP: Paul Miller)

The contest was enthralling of course, but it's the atmosphere they remember most.

As the 16,752-strong crowd at Sydney SuperDome cheered an octave higher than at other major sporting events, they set a world record attendance for the sport that is yet to be broken.

Now, 12 years later, the 2027 tournament heads back to the same venue and organisers are hoping that nostalgia will help them break the record again.

Can they break the crowd record?

They have boldly set a target of 200,000 attendees across 64 matches from August 25 to September 5 and would love to fill the venue's 18,000-seat capacity for the finals.

The first batch of tickets goes on sale on today.

Chief executive Jane Fernandez said it would be the next defining moment in women's sport.

Netball adminstrators and players pose with the Netball World Cup trophy in Sydney Harbour

Netballers from Australia, Uganda, Jamaica and England pose with administrators at a Netball World Cup event. (AAP: Bianca De Marchi)

"There's a connection to place that is still front of mind," Fernandez told ABC Sport.

"For the netball community, this is a huge opportunity to be part of another World Cup on home soil, and I've met with a lot of people who talk so fondly of 2015.

"I think it's going to take netball into the next stratosphere."

The introduction of new silverware

The impact of that 2015 World Cup was undeniable.

Two years later, Super Netball was born. The modern era of the elite competition has revolutionised the game and offered players a professional wage for the first time.

It also allows unlimited imports, opening up full-time contracts in high-performance environments to players all over the globe. This has helped opposition nations grow stronger.

Players stand around with their hands on their hips

Australia has had a rough patch of form, recently losing the Constellation Cup 3-1. (Getty Images: Fiona Goodall)

If the Diamonds found it hard to win back then, imagine the immense pressure on the current crop of players.

Following its lowest-ever finish at a Commonwealth Games, the Australian team conceded the Constellation Cup and is on the verge of losing its number one ranking.

Twenty-four internationals have been signed for the next Super Netball season and most of them will occupy starting positions across the eight teams, so it's only going to get tougher.

No matter what happens at this World Cup, the impact will be felt by generations to come and greater competition for the host team should help with ticket sales, according to Fernandez.

As will the introduction of a new piece of silverware.

A netball team gathers on court for a group shot holding an Australian flag as a sign says 'Champions' behind them.

Australia will be hoping to defend the 2023 Netball World Cup title it won in Cape Town. (Getty Images: Ashley Vlotman)

"It's going to be absolutely fierce," Fernandez said.

"It changes the energy of a tournament when you've got strong competition, so I do think it's great for the World Cup.

"This is anyone's to win and for the first time, teams can also play for the plate.

"After the first four days, the teams will be split and the top eight will continue to play for the World Cup trophy, while the bottom eight continue to play for the plate.

"All participating teams will have something to play for, which is a great opportunity for fans to keep cheering their side on until the very end."

Learning from other sports

The Matildas in a line with arms around each other, surging forward.

The Matildas celebrate victory after a penalty shootout in their quarterfinal against France in 2023. (Getty Images: Bradley Kanaris)

Fernandez is best known for leading Australia and New Zealand's 2023 FIFA Women's World Cup bid and eventual tournament, which captured the hearts and minds of the nation.

A key marketing strategy from that event was the storytelling of teams and players. They rebranded the Matildas and built the profiles of the athletes over several years.

Momentum built and it paid off with enormous crowds and TV ratings.

A crowd of sport spectators in green and gold cheer for joy, behind an out-of-focus soccer player in a blue jersey

Crowds celebrate the Matildas' win over France in the 2023 FIFA Women's World Cup. (AAP Image)

"We already know they are unbelievable athletes, and we knew that with the Matildas," Fernandez said.

"Our job is to make sure everyone knows the players by the time we get to the tournament.

"I mean the moment Sam Kerr started backflipping, which was around the time we were bidding, we were like, 'This is awesome.'

"We saw with the FIFA tournament that FOMO kicked in, and everyone wanted to be part of it."

A group of women wearing colourful outfits pose in a line in front of the Sydney Opera House

Jane Fernandez (far right) poses with key figures at a 2023 FIFA World Cup event. (Getty Images: FIFA)

For this World Cup, Fernandez was hired once Netball Australia had won the hosting rights.

With less time up her sleeve, the aim is to leverage off the back of the Super Netball season, which culminates 25 days before the World Cup, and generate hype around the international players already at their disposal in the domestic competition.

The Super Netball grand final will be held at Sydney SuperDome on July 31, cementing the stadium as the home of netball next year, after the NSW government bought the hosting rights.

Melissa King was the CEO of the successful 2022 FIBA Women's World Cup at the same venue. It recorded the highest attendance across the event in the tournament's history.

Lauren Jackson is chaired off the court by her Opals teammates at the World Cup.

Lauren Jackson was chaired off after playing her final game for the Opals at the 2022 FIBA Women's Basketball World Cup in Sydney. (Getty Images: Kelly Defina)

King met with Netball Australia at the end of that year to share her lessons from the event.

One of basketball's main strategies was also to tap into the story behind the athlete.

Legend Lauren Jackson came out of retirement to play for the Opals, so they leaned hard into that narrative with clever marketing strategies.

King said it was just as integral for organisers to engage the multicultural community in Australia linked to the travelling teams.

The 2022 FIBA Women's World Cup captured the attention of the Chinese community. (Getty Images: Kelly Defina)

"The United States and China were in the final and we had former NBA player Yao Ming here watching with FIBA," King told ABC Sport.

"The Chinese community really got into it, so it's important to keep promoting and telling people about who's coming to Sydney.

"We had a situation where Lauren Jackson had a birthday during the tournament, so we created a ticket promotion around her birthday number.

"Of course, an Australian team being there on the final day creates a powerful connection too, but that's out of your control and just a bonus, not a strategy."

What are the challenges?

Although the entire event happening in one place is easier logistically, it does create challenges.

It can make it harder to draw attention across the country. There is risk that activation outside the arena could start to feel stale for returning fans, and Homebush isn't the easiest place to get to in the city.

Aside from that, there could also be crossover in timing with the NRL and AFL finals.

Fernandez said transport would be included with each ticket and there would be a considerable uplift in bus and train services.

She is confident about their position in the sporting calendar, placing a higher value on international competition and its appeal to a different audience.

"You can't compare a World Cup to a week-in, week-out national sporting league," she said.

"Our promotion is focused on it being the pinnacle of netball and that's what sets us apart."

Three types of tickets will be available to subscribers at NWC2027.com from today.

Vouchers will be available for Christmas gifts in December, while single-match tickets will go on sale in February.

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