The first World Cup in South America would reshape women's football
In the quiet diplomacy of international sport, Brazil's President Lula has chosen to remain home rather than travel to Australia and New Zealand for the 2023 FIFA Women's World Cup — a tournament that carries weight beyond the pitch. In his place, Sports Minister Ana Moser carries a dual mandate: to stand witness to Brazil's campaign on the field, and to negotiate a future in which South America, for the first time, hosts the women's game's greatest stage. It is a moment where the politics of presence and the ambitions of a continent quietly intersect.
- Lula's absence from the Women's World Cup is confirmed and final, leaving Sports Minister Ana Moser as the face of the Brazilian government at the tournament.
- Moser arrived in New Zealand ahead of the opening match and will follow Brazil through all three group-stage games — Panama, France, and Jamaica — beginning July 24.
- Behind the scenes, she carries a high-stakes diplomatic mission: to secure Brazil as host of the 2027 Women's World Cup, which would be a historic first for South America.
- The federal government has declared optional holidays on Brazil's match days, signaling a deliberate effort to draw the public into the women's game and raise its domestic profile.
- Brazil's group-stage path is defined, but the real prize Moser is chasing may be written not on the scoreboard, but in the negotiations happening off the field.
President Lula will not be traveling to Australia and New Zealand for the 2023 FIFA Women's World Cup. Despite meeting the Brazilian women's national team before the tournament began, his office confirmed the decision was final. Representing the federal government in his place is Sports Minister Ana Moser, who departed for New Zealand on Monday and was present for the opening ceremony and the tournament's first match.
Moser will attend Brazil's three group-stage matches: against Panama on July 24, France on July 29, and Jamaica on August 2. Brazil competes in Group F, facing a range of opponents that will test the squad across two weeks of play.
Beyond her role as official representative, Moser carries a second and arguably more consequential mission — to negotiate Brazil's bid to host the 2027 Women's World Cup. A successful bid would make South America the first region on the continent to host the tournament. Moser has spoken of the region's vast untapped potential for women's football, calling a South American World Cup the defining breakthrough the global women's game still needs.
The government has also declared optional holidays on Brazil's match days, encouraging workers and students to organize their schedules around the games — a gesture that reflects a broader institutional commitment to elevating women's football within the country. Whether Brazil advances deep into the tournament or not, Moser's presence ensures the government is watching both the immediate results and the longer horizon they are quietly working to shape.
President Lula has decided he will not travel to Australia and New Zealand for the 2023 FIFA Women's World Cup, despite having met with Brazil's women's national team before the tournament began. The decision was final, according to his office. Instead, Sports Minister Ana Moser will represent the federal government at the competition, which kicked off on Thursday with New Zealand defeating Norway 1-0 in the opening match.
Moser departed for New Zealand on Monday and was present for the opening ceremony and that first game. She will continue her duties by attending Brazil's opening match on Monday, July 24, against Panama at 8 a.m. The minister will also be on hand for Brazil's subsequent group-stage games: France on July 29 at 7 a.m. and Jamaica on August 2 at 7 a.m. Brazil sits in Group F alongside France, Jamaica, and Panama.
Beyond her role as a spectator and representative, Moser carries a second assignment from Lula with considerably larger stakes. She has been tasked with conducting diplomatic negotiations to bring the 2027 Women's World Cup to Brazil. If successful, this would mark the first time South America has hosted the tournament. The region, Moser noted, represents significant untapped potential for women's football development. "The major breakthrough for global women's football would be the first World Cup in South America," she said. "It's a region with enormous room for growth in the women's game. For Brazil specifically, it would be tremendously important, given that we've made women's football development a priority and are preparing a comprehensive strategy to support the sport's advancement."
The federal government has also declared optional holidays on days when Brazil plays in the tournament's group stage. This means workers and students will have the flexibility to adjust their schedules around the matches. The decision reflects the administration's effort to encourage public engagement with the women's competition, part of a broader push to elevate the sport's profile domestically.
Brazil's path through the group stage is now set. The team will face three opponents across two weeks, beginning with Panama, then moving to a match against France—a considerably stronger opponent—before closing out group play against Jamaica. How far the squad advances will depend on results in these early matches, but Moser's presence ensures that Brazil's government will be watching closely, both for immediate sporting outcomes and for the longer-term opportunity to reshape the global women's football calendar.
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The major breakthrough for global women's football would be the first World Cup in South America. It's a region with enormous room for growth in the women's game.— Sports Minister Ana Moser
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Why wouldn't Lula attend in person? It seems like a significant sporting moment for Brazil.
The decision was made and announced as final, but the source doesn't explain his reasoning. It could be scheduling, health, or other priorities—we simply don't know.
So Moser is essentially doing double duty—watching matches and negotiating a bid?
Exactly. She's representing the government at the tournament itself, but her real mission is to convince FIFA that Brazil should host in 2027. It's a long game.
Has South America never hosted a Women's World Cup before?
Never. The tournament has been held in Europe, North America, and now Australia and New Zealand. A South American host would genuinely be new ground.
What makes Brazil think they can win that bid?
Moser points to the region's growth potential and Brazil's own commitment to developing women's football. But she's also acknowledging that the infrastructure and investment aren't there yet—that's part of what they're trying to build.
The optional holidays on match days—is that unusual?
It signals that the government is treating women's football seriously, at least rhetorically. Whether it translates to sustained support is another question.