Series of posters unveiled to capture theme of FIFA Women’s World Cup

Distinctive posters have been unveiled to promote the FIFA Women’s World Cup in the tournament’s host cities, including Auckland, Hamilton, Wellington and Dunedin.

The posters are being displayed in pop-up outdoor gallery installations in Wellington and Adelaide, and will be available for purchase from as artwork.

Commissioned to celebrate the world’s largest women’s single-sport event, and released in time for International Women’s Day, the official poster encapsulates the iconic tournament’s theme of Beyond Greatness.

Main photo: The posters on display at a pop-up gallery in Wellington. Photo credit: FIFA, photograph by Mark Tantrum/

‘ … a unifying experience for the host countries and the world’

Explaining the poster concept, FIFA said:

“At the heart of the official poster are three strong female silhouettes symbolising the creation of positive change in women’s sports.

“The winner’s trophy is positioned proudly in the centre, bringing focus to sporting excellence as we continually strive to elevate the game.

“The football element set in the background embraces a unifying experience for the host countries and the world.

“The silhouettes of the players in the foreground depict the athleticism, skills and passion displayed in play and the joy of celebration.

“The set of destination posters were created in partnership with the nine Host Cities to form a unified collection, highlighting the iconic and historical landmarks, wildlife and vibrant cultures that are unique to each city.”

Artworks on display in Wellington and Adelaide

FIFA Secretary General Fatma Samoura said:

“With just 135 days until the tournament kicks off, this is another wonderful milestone to celebrate. These posters not only showcase the distinctive identities of our nine Host Cities across Australia and Aotearoa New Zealand, but also celebrate the tournament’s theme of unity with football at its core.”

The artworks will be on display in Wellington/Te Whanganui-a-Tara at Kumutoto on the waterfront until Tuesday March 21, and in Adelaide/Tarntanya at Festival Plaza until Wednesday March 22. These locations also provide a link to the new FIFA Fan Festival.

READ MORE: Fan Festivals to provide free entertainment during FIFA Women’s World Cup >>>>


Concept explanation

The Host City Poster showcases the city’s constantly evolving skyline, including the 328-metre-tall Sky Tower – the tallest structure in the Southern Hemisphere and a symbol of economic strength and vitality in Auckland / Tāmaki Makaurau.

Opened in 1959, Auckland Harbour Bridge stands sentinel across the Waitematā Harbour, connecting the central city to the North Shore and beyond to Northland. In Māori culture, the tūī songbird, which is unique to Aotearoa New Zealand, is associated with life fulfilment, confidence, and spiritual harmony.

When in bloom, the tūī feed on the vibrant red flowers of the pōhutukawa, also known as New Zealand’s Christmas tree. Harakeke flax is another source of food and shelter for the tūī and has a rich history in Māori culture as a source of food and medicine; its leaves woven into mats, nets and building materials, and the fibre harvested and woven into clothing.

Rangitoto Island is one of the city’s most recognisable natural features, rising out of Waitematā Harbour, with waterways home to an amazing diversity of marine mammals, such as the bottlenose dolphin.


Concept explanation

The Host City Poster seeks to capture a compact city with a powerful mix of culture, history, nature and cuisine.

With kea flying overhead, the biodiversity and nature that surrounds the city is represented, along with the world’s first fully fenced ecosanctuary: Zealandia Te Māra a Tāne.

The recognisable Parliament Building affectionally known as ‘The Beehive’ has a place in history for the country and the world. This city is the place where the Kate Sheppard-led campaign, which allowed women the right to vote, was enacted.

The bright red, globally recognised Wellington Cable Car is a showpiece of the city and offers truly spectacular views.

The wind turbines represent the clean, green energy created right here in the city, and these can be seen along the ridgeline of the city, while the Wellington Regional Stadium is depicted alongside the silhouette of sporting wāhine (women).


Concept explanation

The Host City Poster for Hamilton / Kirikiriroa celebrates the region’s heritage, iconic landmarks and events. The poster highlights three strong female silhouettes, symbolising footballing heroes and hopes for the future.

The Waikato River, flowing through the heart of Hamilton / Kirikiriroa, is depicted as a treasure (taonga) of the city. The river once provided physical and spiritual sustenance for large populations of Māori living along its catchment. With its elegant arches, the historic Fairfield Bridge is one of six bridges that crosses the Waikato River within Hamilton City.

For Māori, the waka (canoe) is a powerful symbol of culture and heritage and is celebrated today through ‘waka ama’ – outrigger canoe racing.

The carved Whatanoa Gateway at the entrance to Waikato Stadium commemorates the ancient Pa and burial ground that once existed near the venue. The Whatanoa Gateway symbolises passion, determination and dedication of ancient Māori warriors and modern-day sports stars.

One of the most iconic events in Hamilton / Kirikiriroa is Balloons over Waikato, an event that attracts balloonists from across Aotearoa New Zealand and the globe who come to experience the fun, friendship and warmth of the city.


Concept explanation

The elements of the Host City Poster weave together the strands of a unique and diverse city. Central to the poster’s design is the historic Dunedin Railway Station regarded as an ‘outstanding monument of Edwardian architecture in Aotearoa New Zealand’, as well as being the most photographed building in the country.

Framing Dunedin railway country, the silhouettes of three women represent sporting heritage and the female leaders of tomorrow and yesteryear in Dunedin / Ōtepoti.

Dunedin / Ōtepoti is regarded as the ‘wildlife capital of Aotearoa New Zealand’ and is home to the Otago Peninsula, which is globally renowned as an eco-tourism destination where you can visit the world’s only mainland breeding colony of royal albatross at Taiaroa Head and little blue penguins, both represented in the poster, among many others.

Tucked into a long, sheltered harbour on the east coast of Aotearoa New Zealand’s stunning South Island, Dunedin / Ōtepoti is rich in heritage and distinctive character. With over 30 beaches close to the city centre, water activities are popular, and the woman surfing in the poster demonstrates Dunedin / Ōtepoti as an active and healthy city.

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