The 2023 FIFA Women's World Cup launch campaign relied on the creation of a powerful and inclusive music composition to unite and engage a global audience.

For the first time, the FIFA WWC had 32 different countries competing, so the music needed to cross-cultural and language barriers. Our all-female music production team and neuroscience department created “The Unity Beat” starting with a heartbeat at its core, developing a celebratory and catchy non-lyrical vocal melody, combined with a driving, primal, percussion rhythm to generate excitement and participation. It was launched on TikTok, and picked up quickly by news, online and broadcast media. It was sung by every participating team and nation, also creating electrifying moments with record-breaking stadium crowds. Due to its success 2023 launch success, The FIFA Unity Beat will now be used for all future WWC events, demonstrating the power of music composition as the global language.

The idea was to create an engaging and inclusive song that could cross-cultural and language barriers to unite fans and players from 32 nations to launch the FIFA Women's World Cup.

It was very important to FIFA that this was not a 'war cry', but a catchy uplifting song to generate awareness, interest and ticket sales in the lead up to the event. It also needed to be a song that could be performed live in stadiums easily at every game to create excitement and community involvement. Something that everyone could join in and participate in as an inclusive message.

A true celebration of Women's Football.

Using our All-Female team of staff composers and producer, along with our neuroscience department, we strategised to make the greatest connection with a global audience through music. Music is a global language and our approach was to take the rhythmic element common to us all - a heartbeat. This also tied in with other FIFA brand pillars of courage, determination and community. We used the heartbeat at the core, developing a celebratory and catchy non-lyrical vocal melody, combined with a driving, primal, percussion rhythm to generate excitement, participation and joy. 'The Unity Beat' was created to unite fan, players and the global community. It was launched 100 days ahead of the event to spark excitement, awareness, community engagement and ticket sales.

We utilised our All-Female in-house music composition and production team, all working together across the global timezone - New York, Chicago, Sydney and Melbourne to collaborate in the creation and final production of The Unity Beat.

It took 6 weeks to produce, including live percussion and drum recording (in studio and outdoor for ambiance)

Various and numerous recording and layering of individual and group vocalist across native English, Australian, New Zealand, American, South American and Asian voices and fans.

As a TikTok Sound Partner we engaged with the TikTok Music team in the final stages to make sure all assets were ingested ready for maximum reach and in alignment with the News Channels and Live date.

200,000 ticket sales in 24 hours after the launch

- 1.5 million Tickets sold to the event

- Event Coverage reached 1.3 Billion people across 126 countries

- It became the biggest women's sporting event ever.

- The event elevated the FIFA WWC brand to never before seen heights

Due to the launch success, The FIFA Unity Beat will now be used for all future WWC events, demonstrating the power of music composition as the global language.