CulturalPulse takes home Multicultural NSW’s 2025 Marketing Campaign of the Year Award

CulturalPulse, a leader in multicultural marketing and cultural audience engagement, has been awarded the Multicultural Marketing Campaign of the Year, sponsored by Anti-Discrimination NSW, at the 2025 Premier’s Multicultural Communications Awards (PMCA).

The prestigious award, announced at the Premier’s Harmony Dinner on 12 March at the International Convention Centre, Darling Harbour, recognises CulturalPulse’s pioneering work to activate and engage cultural communities for major global events and sporting tournaments.

The company’s FIFA Women’s World Cup 2023 Multicultural Fan Engagement Program set a new benchmark in inclusive, data-driven sports marketing, ensuring Australia’s culturally and linguistically diverse (CALD) communities played a central role in the tournament’s success.

“For the FIFA Women’s World Cup, our vision was clear: to honour, engage, and mobilise Australia’s multicultural communities through sport,” said Reg Raghavan, CEO of CulturalPulse.

“We worked tirelessly to ensure that every fan, no matter their background or language, felt connected to the tournament and could celebrate their homegrown female heroes. This award is a testament to the power of cultural inclusion in sports marketing.”

Headquartered in Sydney, CulturalPulse has built a 15-year legacy of activating today’s multicultural Australia to deliver cultural communication impact and effectiveness.

The company’s network of over 5,000 CALD cultural ambassadors was instrumental in delivering the FIFA Women’s World Cup campaign that engaged communities in 24 languages, generated over 21 million digital impressions, and reached 18.2 million people.

Key achievements of the FIFA Women’s World Cup 2023 Multicultural Fan Engagement Program include:

• 40+ cultural events and match-viewing parties, attended by 400,000+ fans.
• 192 Community Champions, empowering local leaders to mobilise their communities.
• 160+ in-language assets, ensuring accessibility for diverse audiences.
• A record-breaking 1.97 million total attendance at the FIFA Women’s World Cup 2023, making it the most-watched women’s sporting event in history.
• Leading to a 23% increase in junior girls’ football registrations in New South Wales, proving the long-term impact of cultural engagement on women’s sport.

CulturalPulse partnered with FIFA to implement group ticketing, culturally tailored messaging, and multilingual digital campaigns, ensuring CALD communities were actively involved in the biggest women’s sporting event in history.

Says Raghavan: “Our goal wasn’t just to fill stadiums—it was to build a lasting legacy of inclusion and participation in women’s sport. By integrating cultural data, storytelling, and grassroots engagement, we’ve set a new benchmark for multicultural marketing.”

CulturalPulse’s award-winning approach has demonstrated how sports can unite communities, amplify cultural pride, and create economic and social benefits for Australia’s diverse population.

For more information on Cultural Pulse, head to https://culturalpulse.com.au/

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