Football Australia and TikTok combine to launch national team accounts

Staff Writer
TikTok
Image credit: Solen Feyissa via Flickr

The CommBank Matildas and Subway Socceroos have launched TikTok accounts, as part of a new collaboration between Football Australia and the social media platform.

In what will be the most exciting 12-months for Australian football in the sport’s history as both senior national teams compete in their respective FIFA World Cups, their TikTok accounts complement the teams’ existing digital and social media offerings and provide an opportunity to create fresh and unique content for fans, including exclusive behind-the-scenes access for Australia’s two most popular national sporting teams.

Peter Filopoulos, Football Australia Head of Marketing, Communications and Corporate Affairs. said via press release:

“Football is the world game and with TikTok having over a billion users globally, this new partnership is an exciting one for both the CommBank Matildas and Subway Socceroos.”

 “Our senior national football teams resonate deeply with all communities and our playing group have a strong following both at home and abroad. These TikTok accounts present the opportunity for fans to engage with both teams in a different and unique way, using the power and popularity of short-form mobile video.

“With our Subway Socceroos taking on the world at the FIFA World Cup Qatar 2022 and our CommBank Matildas to take centre stage when Australia co-hosts the FIFA Women’s World Cup 2023, we are using this moment in time to engage new and diverse audience, and not only entertain and educate but inspire a new generation of footballers through this presence on TikTok.”

TikTok will feature images and content of both CommBank Matildas and Subway Socceroos in out of home and above the line campaigns.

Jonathon Oake, Sport Business Development for TikTok APAC, added via press release: 

“We’re excited to partner with Football Australia to launch both the CommBank Matildas and Subway Socceroos on TikTok.”

“During a time of incredible excitement for football here in Australia, we welcome them both to our platform which reaches millions of Australian sport fanatics. I have no doubt that this partnership will deliver some of the best content we have seen on TikTok, all whilst we cheer for them from the sidelines!,” Oake concluded.

The launch of CommBank Matildas and Subway Socceroos on TikTok, follows the highly engaged Football Australia TikTok account @footballaustralia which was one of the first TikTok accounts to be established in Australia.

Follow the CommBank Matildas on TikTok @Matildas

Follow the Subway Socceroos on TikTok @Socceroos

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Mbappé move from Nike to On signals new battle for Football’s sponsorship market

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Kylian Mbappe UEFA Euro 2024 Qualifier
Image Credit: Shutterstock

Kylian Mbappé’s decision to leave Nike after almost 20 years has opened a new chapter in the commercial battle for football’s biggest names. The Real Madrid and France star has joined Swiss sportswear brand On, a significant boon for the company on entry into the football market.

Mbappé’s departure is a significant commercial loss for Nike. The forward joined the company as a nine-year-old and grew into one of its leading football figures. His loss compounds the recent transition of Spanish star Lamine Yamal to long-time rival Adidas.

On built its reputation in running, before expanding into tennis via Roger Federer. It will now use Mbappé’s experience as it develops football products, with its first boots expected to become widely available in the near future. Former France star Thierry Henry has also joined On as its football director and is a shareholder.

On has confirmed that Mbappé’s agreement includes both cash and equity, although the financial details have not been released, gives the partnership a deeper commercial connection than a traditional endorsement deal. Nike still holds significant football contracts, including long-term partnership with numerous national teams.

However, Mbappé’s move gives On an opportunity to challenge the established order, including Nike, Adidas, Puma and other emerging competitors. But will they turn this prized signature into lasting football credibility? To do so, the brand must now deliver products that can compete on performance, design and price.

Mbappé’s switch is therefore more than a sponsorship change. It signals an increasingly competitive fight for football’s most influential athletes and the billions of fans who follow them.

SBS expands Australian Championship broadcast coverage for 2026

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Image Credits: Football Australia

The Australian Championship will enter its second season with an expanded broadcast partnership between Football Australia and SBS. The 2026 competition will feature two live SBS broadcasts in every round, marking an increase from the tournament’s debut season.

Thursday night football will form a key part of the new broadcast schedule. The opening match will see Preston Lions face Wollongong Wolves on October 15th, with the game broadcast live on SBS2 and SBS On Demand. Saturday football will also remain part of the free-to-air schedule; first up, Sutherland Sharks’ clash with South Melbourne on October 17th will be shown live on SBS and SBS On Demand.

The expanded agreement gives the competition a greater presence across SBS’s linear channels while retaining its full streaming coverage, with every match across the 2026 Australian Championship available live on SBS On Demand. The platform also provides full replays and highlights for viewers to access at their discretion.

In addition to SBS’ coverage, Football Australia will also stream the competition via YouTube.

The Australian Championship consists of a six-round group stage, finals beginning at quarter-finals from November 26, and a Grand Final scheduled currently between December 10-12.

It features 16 clubs from seven states and territories. The broadcast schedule places several historic fixtures in front of a national audience: South Melbourne will meet Sydney United 58 in a repeat of the 1999 NSL Grand Final, and Sydney Olympic and Marconi Stallions will also renew a rivalry that includes NSL Grand Final meetings in 1989 and 1990.

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