The Australian media rights for the event in four years’ time will not necessarily balloon significantly, given the next tournament will likely be held outside Australia’s time zone.

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But having it played in Australia and New Zealand this time has elevated the sport to a new level.

Clive Dickens, vice president of television, content and product development at Optus, correctly opined that: “The FIFA Women’s World Cup 2023 has changed the sporting landscape in Australia, forever.”

It has certainly provided a huge boost to Football Australia, which manages the broadcast, sponsorship rights and merchandising for Matildas and their male counterparts the Socceroos friendly internationals and World Cup qualifying games.

Football Australia’s media partner Paramount/Ten paid $100 million for broadcasting the non-World Cup games, but this amount will be superseded when it comes up for renegotiation at the end of next year, with expectations Seven and Nine will become involved.

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Until now, the free-to-air television operators have focused their attention and their balance sheets on securing one of the two major football codes, AFL and rugby league, and the two major summer sports, tennis and cricket.

But the Matildas’ popularity through the World Cup has garnered viewer numbers never seen before, surpassing TV audience numbers for NRL and AFL grand finals and State of Origin.

The Matildas’ numbers are more akin to moments such as Cathy Freeman’s Sydney 2000 Olympics run or Ash Barty winning the Australian Open in 2022.

The value of Football Australia’s broadcast rights is difficult to compare to rugby league and AFL.

The biggest Matildas and Socceroos games are huge viewing events, but there is a lot more weekly content contained in packaging up NRL and AFL.

Johnson says he expects a record-breaking investment in the game with the coming broadcasting rights deal. He believes the Socceroos and the Matildas are bringing in the numbers – and the dollars should follow.

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