Football first, then the money

This is the nice part. The celebrations started at 3.45am yesterday, when football’s global controlling body, Fifa, announced the joint New Zealand and Australia bid had won the right to host the 2023 Women’s World Cup.

After months of Covid-19-related restrictions and anxiety about the economy, the announcement was just the blast of good news the country needed. Logistical difficulties, fights with Australia, unexpected costs, complaints about venues and various yet-to-emerge issues all lie in the future.

For a few weeks at least the country can enjoy the warm glow of looking forward to staging an international event that will bring the world to the doors of Australia and New Zealand.

It’s tempting to tick off the economic spin-offs but foremost this should be a tournament in which great football can be played and watched. If it is good for football, other benefits will flow.

The tournament should be an inspiration for female footballers of whatever age and ability to play and keep playing. It should provide that spark that can transform a gifted player into a national and international sportswoman. In New Zealand, administrators should be planning to capitalise on the expected wave of interest in football. The goal should be to broaden the base and the pool of talent from which the top teams can be drawn.

Women’s football in New Zealand is in good heart but it still has a small fan base. The cup could change all that. Former Football Ferns stalwart and now New Zealand assistant coach Wendi Henderson said the cup would ‘‘really demonstrate to the country just how far the women’s game has come globally. It’s often hard to articulate the heights it has reached and where it’s continuing to grow’’.

The president of New Zealand Football, Johanna Wood, described the cup as a treasure. ‘‘We will look after that treasure. We will work towards putting women’s football even more front and centre on the world stage.’’

Benefits off the pitch can, of course, be expected. Women’s football is very popular in some of our biggest markets, including China, Japan and the United States. Hosting the cup is an opportunity to remind the world of the qualities that make up the New Zealand brand.

Money will flow into the usually cash-strapped New Zealand football administration, and team camps and games will see thousands flocking to towns and cities. The hospitality industry should be in for a windfall.

Putting dollar figures on benefits is an inexact business. Visitors can only be estimated and per head spends are based on a good guess. Indirect spending is even murkier. Many big sporting tournaments provide disappointing returns and even incur losses for the tax and rate payer.

Football Federation Australia says it expects about A$250 million in direct revenue from ticket sales, hospitality, broadcast deals and government contributions. Analysis has predicted the flow-on economic value to be as much as A$500m over the two countries.

It’s also hoped the 32-team tournament will help improve relationships between the hosts and other countries. Australia and New Zealand have an opportunity to show they have no beef with ordinary citizens from any part of the world. Prime ministers Scott Morrison and Jacinda Ardern have promised to create ‘‘a profound and enduring legacy for women’s football within the region and beyond’’. That’s a lovely goal.

If it is good for football, other benefits will flow.