News that Australia will host the 2026 Women’s Asia Cup and the Matilda’s strong showing in the FIFA Women’s World Cup in 2023 is seeing women’s football in this country reaching fever pitch.
And that was what was expected when event production specialist AV1 collaborated with Bursty Group to deliver PUMA Australia’s historic activation in Sydney that coincided with the excitement and attention surrounding the FIFA Women’s World Cup.
AV1 provided creative development, technical delivery and event production to Bursty Group for PUMA’s historic activation to celebrate the trailblazers of women’s football in Oceania.
PUMA presented an epic rematch between the first Australian and New Zealand women’s football teams, who faced off in the Asian Cup in 1975. A specially created field on Cockatoo Island in Sydney, designed by indigenous artist Brittany Paulson, hosted the match.
AV1 collaborated with creative agency Bursty by providing AV and technical support for the production of match day activities and high-profile speaker presentations at an accompanying two-day immersive event. It also included creating a remarkable ‘Legacy Tunnel’ and rockface projection to welcome the esteemed ‘OG’s (The Originals) who helped pave the way for women’s football in Oceania.
From the initial site inspection, AV1’s Event Team understood PUMA’s passion for creating both a memorable experience for the OGs, media and aspiring young footballers, and the sportswear company’s desire to capture branded iconic images to share globally to finally recognise and honour the trailblazers.
Alison Shier, Bursty’s event operations manager said, “AV1 provided advice on what was achievable on the island in terms of AV in line with the power limitations available, scoped the equipment, and contributed creatively to the audio and lighting design used to transform the Legacy Tunnel, to the impressive rockface projection, outdoor media call, and to the atmosphere when the players took to the pitch in the re-match.”
Immediately on arrival, the OGs, guests and media were transported back to the players’ heyday as they journeyed through the Legacy Tunnel with 60 metres of colourful uplighting highlighting picture boards of the players participating in the event. The display was paired with a speaker system playing stadium cheers and whistles to give the effect of running onto the field. Emerging onto the pitch, the participants were greeted by a beefed-up sound system and DJ Lavida pumping up the crowd of spectators. Pyro special effects, singers welcoming the teams, and the two national anthems followed. Luke Fosbury, AV1’s Event Producer said: “It was such an electric environment for the players, their guests and the crowd. A very special moment.”
The young women spectators, representing the next generation of footballers from Australia and New Zealand, also participated in PUMA’s Accelerator Program, an immersive two-day event that included talks from current Australian of the Year Taryn Brumfitt, comedian and actor Celeste Barber, the inspiring Jazz Thornton, and sailor Jessica Watson. AV1 supported the high profile speakers with an array of technical requirements, testing and conducting sound checks in advance to deliver what the participants described as a life changing event.
To secure the iconic shots for PUMA’s global campaign to acknowledge these women, AV1 also worked around the clock, enabling photographers to capture night shots of the spectacular puma cat lighting activation on the rockface, and were available 24/7 in response to client requests or early morning media calls.
Bursty Group event operations manager, Alison Shier, said AV1’s flexibility was integral to the success of the activation.
“This project was a moving feast. Taking place on an island, all equipment needed to arrive by barge, and staff by water taxi or ferry, and AV1 managed all the logistics seamlessly,” she said.
“They understood that it wasn’t just a lock and load scenario and were flexible throughout, not phased even when we brought the football game forward a day due to the weather. A company the size of AV1 has the resources and staff to be able to effortlessly manage such a complex activation. I have subsequently used them for other events as a result.”
Bursty’s account director, Carla Monforte, said AV1 played an important part in bringing this ambitious activation to life “resulting in the provision of an end product, which both we Bursty, the creative agency, and Puma, the client, were extremely happy with.”
AV1 Managing Director, Nigel Mintern, said: “Being part of such a groundbreaking event that celebrated the trailblazers of women’s football in Oceania was an honor and a privilege. Collaborating with Bursty Group to bring PUMA’s historic activation to life was truly inspiring. We are looking forward to the continued success in Women’s football and look forward to bringing more activations to life in the lead up and execution of the 2026 Women’s Asia Cup.”
The 2026 Women’s World Cup will see games played in New South Wales, Queensland and Western Australia with sellout crowds expected, particularly at Matilda’s matches.
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