After successfully staging the 2015 AFC Asian Cup, speculation that FFA would bid to host a World Cup in Australia intensified. A joint announcement signalling the intent to bid for the 2023 FIFAWomen's World Cup was made by the Federal Government and FFA on 13 June 2017. FFA previously showed interest in bidding for the 2003 FIFA Women's World Cup but ultimately lost despite being one of two "excellent bids" with the FIFA Committee for Women's Football deciding to recommend China. Similar circumstances saw FFA show interest in bidding for the 2011 edition, however then-CEO Ben Buckley submitted a formal letter to FIFA withdrawing from the formal bidding process. With the release of the Whole of Football Plan in 2014, the FFA referenced bidding for a FIFA Women's World Cup as part of the women's football 10 year strategy. A breakthrough year in 2017 for the Matildas, who claimed the inaugural 2017 Tournament of Nations, increased support for a potential bid. A series of friendly matches against Brazil and China in late 2017 attracted approximately 50,000 fans to see the Matildas, who were subsequently voted by the public as the "Team of the Year" at the AIS Awards.
Bid development
On 13 June 2017, the Australian Government provided $1 million initial funding for a feasibility study of the chances of a bid being successful. Prime Minister Malcolm Turnbull voiced his government's support for the bid, stating that the Matildas "are wonderful role models for young women and girls right across Australia." A further $4 million was provided on 6 February 2018 by the federal government, which FFA CEO David Gallop proclaimed would "bring enormous benefits to the Australian community, not only promoting healthy, active lifestyles but inclusion and gender equality." Premier of NSWGladys Berejiklian launched plans to attract some of the biggest sporting events in the world to NSW over the next decade, which includes the 2023 FIFA Women's World Cup. The bid was officially launched on 29 October 2018 with the campaign slogan "#GetOnside". The bid logo and slogan "Limitless" was launched on 7 July 2019. The logo stylizes the blue-green outlines to form Australia with a football.
Addition of New Zealand to bid
With FIFA's plan to expand the field to 32 teams, a joint Australian–New Zealand bid was announced to be under consideration in July 2019. On 10 December 2019, shortly before the FIFA bid deadline, FFA and NZF announced an agreement to submit a joint bid with 13 stadiums in 12 host cities, the same day launched its bid logo in stylized football with a light blue "AU" curves symbolise Australia and a light green "NZ" also with curves symbolises New Zealand below 2023. It was reported in 2019 that the countries would theoretically host four groups each, and in the later stages, New Zealand would host 5 knockout games and Australia 11 games including the final at Stadium Australia in Sydney following its general renovation.
