Australia's location presents another challenge.Matches played in Australia would be at unfavourable times for audiences in Europe and South America, which remain two of FIFA's most valuable television markets.Fewer viewers can mean less lucrative broadcast revenues, something FIFA considers when choosing a host.Former FIFA president Sepp Blatter was quoted as saying Australia's 2022 bid "had no chance" because of its time zone, according to former Football Federation Australia executive Bonita Mersiades' book Whatever It Takes: The Inside Story of the FIFA Way.But Australia's position could become an advantage if FIFA prioritises growth in Asia "If the major television audiences become China and Japan, Australia is in the right region," Heenan said.Regardless, as the Matildas showed in 2023 and the Socceroos have again this year, the World Cup offers something money can’t buy.Heenan said he believed a future Australian World Cup would bring the country together