The co-hosts swept to the semi-finals of the World Cup, creating then riding a wave of national fervour only to be beaten by a more clinical, ruthless and efficient European opponent. Quickly overriding the initial disappointment was pride at what had been achieved and optimism over the start of a new era. Politicians wore scarves inside stadiums and out, newspapers were wall-to-wall with football coverage and broadcasters who had been lukewarm in the past couldn’t get enough. The future looked dazzling.
Sound familiar? But this is not just the current Australian experience – South Korea found itself in a similar situation when it hosted the Men’s World Cup in 2002. But as Australia basks in the magical afterglow of the Matildas’ run, South Korea can serve as a cautionary tale.
