Taylor and the Tillies - Why storytelling trumps metrics

Over recent weeks there’s been lot of talk and hype regarding the cultural phenomenon that is Taylor Swift, and rightfully so. I wasn't alive when the Beatles were around but I'd take a guess that the interest and hype was of a similar tone, albeit in very different era.

But it’s theres another cultural phenomenon which is happening a lot closer to home, and shows no sign of slowing down.

We talk a lot about numbers and metrics and for better or worse, it seems like a theme that many of us are obsessed with.

But what is driving these metrics?

Last night the Matildas romped home in a 10-nil thrashing of Uzbekistan to qualify for Paris 2024 Olympics.

Over 52,000 fans turned out for the match which made it the largest attendance for a stand alone game ever held in Melbourne, it was also the 12th straight sell-out for Matildas matches on home soil.

Like Taylor Swift, the Matildas have enjoyed an astonishing rise in fame and popularity. The once curious interest has turned into fierce passion. And for both Taylor and the Tillies it has been led by two things - story and narrative.

Whether it's the amazing rise of Sam Kerr, who was denied playing Australian Rules, instead going on to become one of the world's greatest footballers or Katrina Gorry's story of balancing motherhood with being a professional athlete, it's these stories that resonate and build and a connection with fans....and there are hundreds more Matildas' stories just like these.

Not only do the Matildas now attract a crowd, but they attract a consistent and adoring crowd, in which fans now firmly associate the Matildas and football brands with these individual names and their stories.

Once a team who, for a number of different reasons, would fail to attract crowds in their hundreds to a local park, the Matildas are now Australia's favourite 'box-office' sporting attraction.

The opportunity to host the third biggest sporting event on the planet was a godsend for football in Australia, particularly women's football. But even now, long after the hype has dissipated, international visitors departed and the corner flags packed away, the Matildas' story continues to be told, ensuring adoring fans will continue to flock for a long time to come.