Socceroos Head Coach Graham Arnold: “We need to do what’s best for the game and not what’s best for commercial or politics”

Socceroos Head Coach Graham Arnold has voiced a call to action for Australia’s clubs, associations and member federations to come together in order to effectively determine the upward growth of Australian football.

Speaking as part of Football Victoria’s Community in Business (CIB) Full-Time Luncheon at Hyatt Place in Essendon Fields, Arnold touched on the Socceroos’ formidable journey through a COVID-19 affected qualification for Qatar 2022, the role clubs and associations play in the development of players, and how Australia’s historic football clubs can be critical to shaping the future of the code here.

For Arnold, the priority for Australia’s youth development pathways needn’t be anything but the overall prosperity and growth of its playing cohort.

“Everyone has a role to play to help people. And if I can say there’s one thing that really irks me in Australian football – it’s that we don’t care enough for the kids. The kids are the game, and for all the kids that play the game we should be treating them as our own kids, and helping those kids fulfil their dreams and have great lives. Because I can sit here today and say no matter what happens, football’s given me a great life,” Arnold said to CIB guests.

“We have a role in clubs, federations and in associations that you are like the father of those kids. However many is in your association or your club, you’ve got to behave like a father to help those kids achieve and fulfil their dreams.”

Graham Arnold speaking with host Michael Zappone

When questioned about National Premier League clubs having a greater influence on the production line of Australia’s future Socceroos and Matildas players, Arnold drew on his own experiences as a player and coach in Australia’s system.

“Our development side of things has gone down since the A-League started. I coached the team to the Olympics in 2008 where the players in the qualified team had played three minutes. We played against Argentina and we lost 1-0 against Lionel Messi and I had five players on the team sheet that didn’t have a club,” he said.

“We just don’t play enough football in this country, it’s crazy. When we talk about promotion and relegation, we’ve become America. And when I say that I mean we follow America’s way of having no relegation, and looking at our elite sports of AFL, cricket, NRL, rugby union – no one has relegation.

“So, one of the hardest things to drive for me, even when I was coaching in the A-League, is the winning mentality. Because when you’re sitting up in the grandstand and you’re still getting paid the same as what you’d be getting paid on the pitch playing, you don’t hurt when you lose.

“In my days of playing in the old NSL you’d get a $20,000 or $30,000 sign-on fee, and then win or draw bonuses but you’d get nothing for a loss. There’s no hurt when you lose now.”

Arnold went on to identify the necessity to push aside commercial interests and political squabbling within the game in order to facilitate its ultimate success.

“During COVID, I sat with all of the state federations about what I think and believe it’s quite easy to fix. For me personally, it’s to help the kids. And that requires all NPL clubs right around the country to lift and raise their resources and standards. And then all NPL all around Australia should play minimum 30-33 games. We don’t play enough football – right from grassroots all the way up to senior level.

“You look at the kids from the Olympic team that I’ve just recently worked with, 10 of them have gone overseas where they’re playing 48 games a year. That’s two full seasons in the A-League.

“You’ve just seen Oakleigh Cannons and Sydney United do what they’ve done in the Australia Cup, well can you imagine A-League Under-23 year olds playing against grown men? It’s already there, so, it’s not hard to fix. We just need to work together as a nation and do what’s best for the game, and not what’s best for commercial or politics.”

You can stay up to date with CIB news and upcoming events here.

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Community Spirit Shines on AFC Grassroots Football Day 2026

This week, Football Australia (FA) celebrated AFC Grassroots Football Day 2026, championing the people and communities who continue to hold up a safe, inclusive and supportive environment in the football landscape.

‘For all, for life’

In collaboration with Football NSW, Canterbury Football Association and community club, Balmain & District Football Club, the day reflected the very best of what football provides.

The event brought in participants of all ages – from 4-74 years-old – and reached a total of 400 people. Girls-only programs, all-abilities sessions and over-age football ensured all were catered for.

Such a diverse range of participants builds on a wider drive during FIFA World Football Week, which seeks to promote the sport not just as the dazzling lights of 100,000-seater stadiums, but as a way to foster community spirit and social development.

Furthermore, FA support through its Club Changer program was a welcome addition to the action, emphasising the organisation’s commitment to nurture a real love for the game across communities in Australia.

“Through Club Changer we support our clubs to provide a safe, fun and enjoyable environment where everyone is welcome; whether that be as a player, volunteer, referee or supporter,” explained National Program Manager Club Development at FA, Grace Lambourne.

“Everyone should feel they belong and are welcome to play, stay, and love the game.”

 

A welcome celebration

While the upcoming FIFA World Cup will no doubt inspire millions of future Socceroos and Matildas, events like the AFC Grassroots Football Day represent something beyond just inspiration.

It is a platform. An opportunity to express a love for football and to connect with others while doing so.

And connections between the professional and grassroots game is more important than ever if Australia is to nurture the next generation of talent.

This is particularly clear in the rise of women’s football across the nation. Since the FIFA Women’s World Cup, female participation rose by 32%, and registrations for the MiniTillies Program skyrocketed from 264 in 2023, to 1223 in 2024.

The professionals spark passion. But communities turn that passion into playing time.

That is why celebrating grassroots football – and the volunteers and families who sustain it – is a vital part of Australia’s football future. Together, FA and the AFC are creating strong foundations built on positivity, engagement, and inclusivity for all with a love for the beautiful game.

FA partners with Coca-Cola ahead of FIFA World Cup 2026

The two-year partnership will place the global soft-drink giants as the Official Supplier for Australia’s Men’s and Women’s senior national teams.

 

Global partner, global stage

As the Socceroos look to deliver performances on the pitch at this summer’s tournament, it is a move off the pitch which will capture the imagination of fans across the country.

Football Australia announced an exciting deal with Coca-Cola, designed to align the global reach of football – and of the brand itself – to unite and engage fans this summer as well as during the FIFA Women’s World Cup 2027.

Thus, through national campaigns featuring prize draws and the chance to access various rewards, Coca-Cola will help to drive passion and interest in upcoming major tournaments.

“This partnership brings together the global scale of Coca-Cola with the passion and reach of football in Australia, creating new opportunities to connect with fans across the country,” explained FA CEO, Martin Kugeler, via press release.

“The upcoming FIFA World Cup 2026 represents a key moment for the CommBank Socceroos, and the Coca-Cola campaigns will help bring supporters closer to the team through unique and engaging experiences.”

Furthermore, with the FIFA Women’s World Cup 2027 also set to enjoy similar campaigns by Coca-Cola, the partnership’s impact and reach will extend across both the men’s and women’s game.

 

Marketing power

As football continues to grow – both in financial power and population reach – collaborations with global brands are now an expected aspect of tournament build-ups.

The Royal Spanish Football Federation (RFEF) also struck a deal with fashion brand Loewe, set in place for the next four years. In a similar vein, England’s off-pitch teamwear will feature the marks of both Nike and Palace Skateboards, while France will receieve their prematch jersey from Nike and Jacquemus.

This is the state of the landscape. Aligning global brands and household names with a sport capable of reaching billions at once.

Values, reach and connecting with fans. Three key ingredients to a successful collaboration.

Such alignment is key to the partnership between FA and Coca-Cola, as recognised by Managing Director, Coca-Cola Europacific Partners, Orlando Rodriguez.

“For nearly 90 years, Coca-Cola has been a part of the fabric of Australian life – bring people together through shared moments,” said Rodriguez.

“Partnering with Football Australia reflects our continued commitment to connecting communities through experiences that unite the nation, with the CommBank Socceroos and Matildas at the heart of that.”

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