Football Federation Australia hopes the Matildas' fine run at the Women's World Cup can be the catalyst for a women's football revolution back home.
More Matildas matches in Australia, a higher-profile W-League back on television and making individual players among Australia's best known female athletes are all on FFA's agenda after their break-out success in Canada.
Emma Highwood, FFA women's football chief and Matildas delegation head at the Cup, says the event has brought about a re-think for many fans.
"It's not about women's football anymore, it's about football," she told AAP.
"Us beating Brazil is as exciting as the Socceroos beating Brazil, that's the transition starting to happen."
While the impact of the Matildas' win over footballing powerhouse Brazil has people talking, it hasn't come as a surprise to those around the team.
Highwood sees the result as a combination of the players' superb performance and meticulous planning behind the scenes.
With coach Alen Stajcic, the pair plotted a build-up to Canada that would be the envy of Matildas from days gone by.
Ten training camps at the AIS, Sydney or abroad were undertaken before arriving in Canada for the Cup, with 15 matches played before their tournament opener.
When the Matildas kick off against Japan on Sunday morning (AEST), they'll have spent 129 nights away from their home beds, all in preparation for that match.
It's brought a closeness that Socceroos coach Ange Postecoglou - who must contend with a tightly packed club schedule - would die for.
And it's only now that the pre-tournament predictions from inside the Matildas camp seem less fanciful.
"Internally, were talking a lot about aiming for the semi-final target," Highwood reveals.
"We certainly feel we've got a quality side that can beat any side on its day."
So while the Matildas prepare for the Japanese, Highwood's mind is half back in Australia preparing for the W-League's eighth season, due to begin in October.
The league is without a broadcast deal after the ABC, due to government cuts, pulled the plug.
"We've been working hard behind the scenes to ensure that we do secure a broadcast partner for next year, and we're in close negotiation with a few broadcasters that are interested.
"We feel the success of the Matildas (in Canada) and growing awareness will help us to get those across the line."
On top of the extra eyeballs focussed on the domestic league, Highwood wants home fans to be able to attend Matildas fixtures more often.
While the Socceroos play home and away fixtures to qualify for their tournaments, the Matildas are usually confined to playing qualifying tournaments abroad.
"We certainly understand from this that we need to make sure there are more matches for the Matildas back home so we can build the Matildas brand outside of the key tournaments and the Olympics," Highwood says.
THE MATILDAS ROAD TO THE WORLD CUP QUARTER-FINALS: IN NUMBERS
6 - Countries visited for build-up matches (Australia, New Zealand, Cyprus, Italy, Scotland, USA, Canada)
15 - Support staff, more than any other Women's World Cup campaign
19 - Official and unofficial internationals this year prior to meeting Japan
80 - Estimated hours of video analysis
129 - Nights away from their home beds to date
280 - Meals shared together as a team
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