For Hyland, the underestimation of the FIFA Women’s World Cup suggests a worrying lack of diversity within the media industry at a senior level. Seven was one of the few to see the opportunity presented by the World Cup. In advertising material sent ahead of the World Cup, the network described it as the “most anticipated mass cultural experience on our shores in decades”. “I do believe that so many more viewers and so much larger audiences would have watched the free-to-air Women’s World Cup, had there been the ability to actually broadcast more than just the Matilda games,” Hyland said. Despite the ratings success of the Matildas – the semi-final game against England gained 11.5 million viewers – there have been some doubts raised about just how commercially viable the World Cup is for broadcasters.