Universal Music collaborates with FIFA to create official anthem for FIFA Women’s World Cup 2023 via BRING

The countdown is on for FIFA Women’s World Cup and with just over four weeks away from kick-off FIFA has today announced the expansion of its global collaboration with Universal Music, further showcasing music as part of this year’s championship.

BRING – Universal Music for Brands has been engaged to bring its music creation expertise to the tournament, producing the official anthem to unite players, clubs and fans everywhere. To be released on June 29, DO IT AGAIN – BENEE ft. Mallrat will be showcased by two powerhouse female artists from the host nations; the billion streaming New Zealander BENEE and Australian alt/indie musician, producer Mallrat at the opening ceremony.

Says Brooke Pilton, executive partnerships director at BRING: “We are thrilled to be collaborating with FIFA. Globally, Universal Music has been working closely with the organisation over the past couple of years to strategically grow their presence in music. Now, we can take that strategy to one of the world’s most exciting sporting moments. We have brought together two brilliant female talents for this project, using our industry-leading expertise to create a musical partnership that is bound to make a splash and generate excitement for this international sporting event.”

The official anthem will be released in advance of the first game and BRING/Universal will lead the release strategy for the song positioning DO IT AGAIN as a premiere track, as well as delivering the artists for the song’s live opening ceremony performance at Eden Park on July 20. (New Zealand vs Norway).

Says Stella Bennett aka BENEE: “Being a small part of this incredible celebration of women’s sport is an absolute dream come true for me. As a keen young football player, I just couldn’t have imagined this! I’ve loved the experience of writing a song which I hope reflects my excitement at having the world’s biggest women’s sports event held on my home turf…and I can’t wait to perform “Do It Again” live with Mallrat at the opening ceremony.”

Says Grace Shaw aka Mallrat: “I was so excited when FIFA asked me to be involved in this massive event, alongside Benee, who is one of my favourite artists and also people. I am really looking forward to this experience and feel super grateful that I get to share it with my friend.”

Adds Natasha Walsh, director of brand partnerships, Universal Music New Zealand: “This is such a monumental moment in women’s sport, and a one-of-a-kind opportunity to put New Zealand on stage in front of millions. To know that stage will also be shared with two of Australia and New Zealand’s most aspirational women in music is a joy. We simply cannot wait to hit play on this song ahead of the tournament and unite fans around their love of the game.”

Says RedOne, creative entertainment executive, FIFA: “My two loves are football and music – this new FIFA song is the next instalment of our push at FIFA to celebrate and bring the world together for the FIFA Women’s World Cup 2023.”

The project marks another milestone for BRING fusing the world’s of music and sport. The agency recently collaborated with R/GA to create the official anthem for the A-Leagues, a campaign that picked up a number of awards around the world, including 2x Silvers at AWARD. In addition, its recent work with 2K Games, combining the worlds of Hip-Hop and basketball, picked up a bronze for original composition at the international Clio Awards.