Psychologist Christopher Shen: How the Matildas will achieve greatness

Matildas

The FIFA Women’s World Cup has got off to a great start, where it is fantastic to see the Australian and New Zealand communities get behind their teams.

It’s exciting to follow the journey of the Matildas, who with Tony Gustavsson at the helm are sure to do the nation proud.

A tournament such as the World Cup does of course throw up some challenges, where the mental and physical wellbeing of players and coaches is of upmost importance.

In this article, I will explore the key talking points from the tournament so far and how to create a positive mindset.

Sam Kerr’s injury situation and teammate impact

It is very easy for an individual to be really impacted negatively by an injury, particularly on the eve of a competition or event. You can also be disheartened and very frustrated – affecting an individual’s mental health and causing the individual to ruminate about negative matters and issues – many of which are often outside of our control.

It will be very important for an individual such as Sam to to apply mental skills to overcome the setback of her injury and to maintain her dedication to her rehabilitation, whilst continuing to be a leader amongst the team and not become inwardly focused.

As a squad, Sam’s teammates  can also incorporate helpful mental skills and strategies to overcome worry and avoid disruption. Helpful mental skills include being able to purposefully maintain the positive culture and mood within the team by applying techniques such as mindfulness sessions, and positive psychology activities, including gratitude and savouring.

Teammates may also use cognitive reframing to overcome negative thoughts, feelings, and emotions – to foster positivity and to regain their focus upon the important things they need to do to be successful.

It’s key for them to draw upon the inner support network of coaches, staff, family, partners, their teammates, and others within the Matildas  to really foster positivity and to overcome negative rumination.

Other helpful techniques players could use are using affirming sounds, music, images and comforting statements. I’m also quite confident in surmising that the Australian team most likely has some group messages and themes to draw upon that they have devised in their camps leading up to this event. Having these ways to foster positivity will go a long way to overcoming the setback of injuries.

Pressure to perform as the tournament progresses

There’s pressure not only on the players, yet also the head coach, other coaches and staff, particularly because it’s a home event co-hosted with New Zealand and it can be overwhelming at times, especially as we saw in the lead up to the opening group stage game against Ireland with the focus on the expectations of the home fans that Australia that will do well.

The fact that Sam wasn’t playing at the last moment would have caused enormous pressure on everybody. However, helpful techniques that individuals in the group can use are relaxation techniques, which might include meditation, and mindfulness – which is what I particularly recommend for a group – which helps players focus their attention on what’s important and to let go and diminish distractions and non-essential matters. Other helpful techniques to create calm and relaxation might also include breath control, and imagery.

Mindfulness has been demonstrated by research to be especially good at diminishing and interrupting distractions and help individuals focus. For example, in my previous work with the Western Bulldogs AFLW team as their performance psychologist, we would always undertake mindfulness pre-game as a group.

Goalkeepers bouncing back when they make a crucial error

As technical specialists who have their own coaches, goalkeepers train away from the main group, so it is very helpful for goalkeepers to have a unique set of mental techniques to apply when things inevitably go wrong.

I’ve done a lot of work in AFL and AFLW football with the forwards when taking set shots, and it’s the same concept with goalkeepers to be able to regain and switch their focus rapidly back to those skills that help them be very successful and not to become mired or to be lost in negative thoughts, feelings and emotions when things go wrong in a match.

Thought stoppage techniques are particularly helpful, and an example of that is where at training and before a game, players practise a technique where they’re able to stop unhelpful thoughts and focus on important one, which is called anchoring.

This is a mental exercise which helps individuals cope with stressful events such as a goal being scored against them. At training and pre-game, what a player does is recalls the times where they’ve played successfully when they felt hopeful, optimistic, and positive. At the peak of that experience, they undertake a particular gesture such as clenching their preferred hand into a fist, or it might be touching their right boots.

Whatever that gesture or action is, they develop an operant conditioning association between that action, and the feeling of being positive, optimistic, confident, and hopeful. We build an association / connection between a particular experience, and a triggering stimuli.

There was a very famous Russian psychologist Ivan Pavlov, who conducted experiments with his dogs. Every time he fed his dogs, he’d ring a little bell, and then feed the dogs. Very rapidly, his dogs learned that if you rang the bell, that food was forthcoming and they’d start to salivate. We can deliberately create the same phenomenon by this technique of anchoring, which like a ship’s anchor, connects a triggering stimuli, that can help us recall a helpful psychological and physical state.

For example, if a player in the World Cup uses the gesture of clenching her/their preferred hand into a fist whenever they practise their helpful mental state – in the game when something goes wrong, and they recognise that they’re starting to get upset, what they can do is they clench her/their preferred hand into that fist. And that triggers the previously established helpful psychological state, which helps her/them refocus and diminish negative thoughts.

Being composed and thinking clearly during a match

Another tool that I find works successfully with the Men’s professional football players I assist is time managing worries. That’s where we tell ourselves that when a game starts, we’re going to defer any concerns or worries to before or after the game. During the game, if inevitably a worry comes into his head, what we do is we tell ourselves, “I’m going to worry about this before or after the game.”

This is a thought stopping technique, which allows us to stop negative thoughts, and defer them to a helpful and convenient time.

This is where focus and resilience skills become very important. One of the helpful skills that I use with players and sportspeople is being able to master their self-talk. At times, they may start becoming worried or panic, or even becoming disheartened, and outraged. Whatever the unhelpful emotion is, and unhelpful thoughts are, it’s helpful to master their self-talk and focus. That’s where cognitive reframing questions can be particularly helpful, where players ask themselves helpful questions to diminish negativity and refocus.

Here are some example questions below:

  • How can I face this current difficulty in a way that’s helpful for myself and my teammates?
  • How can I interpret this setback as merely being temporary?
  • How can I become a better player into the future by facing this current worrying concern?
  • What’s within my control and influence?
  • How can I draw upon the expertise of my teammates, my coaches and others?

What this reframing technique does is it helps stop and interrupt unhelpful thoughts, emotions, and behaviours, – replacing them with helpful thoughts, emotions, and behaviours through focusing on:

  • Our control and influence,
  • How we can help ourselves, our teammates and others through our actions,
  • Recognising that we can become better and more knowledgeable by facing this worry, and
  • Most importantly, the difficult worries that we’re facing will often pass and then we’ll get through them.

My general tips for anyone competing in sport

Here are my five main tips to overcome setbacks and boost your resilience.

  1. Mentally prepare for training and competition rather than merely just waking up on the day of the game.
  2. Set goals for yourself. Research consistently demonstrates when we set motivating and challenging goals to help, motivate and inspire us, it really helps us focus and perform.
  3. Build your resilience and mental toughness to face whatever challenge comes your way, for example using positive and affirming self-talk and having belief in yourself.
  4. Practise an activity to create calmness, relaxation, and focus – such as meditation, mindfulness, deep breathing or yoga – whatever your preference is to diminish stress.
  5. Create positivity and savour it. Surround yourself with positive and beloved people, undertake enjoyable hobbies, listen to music, be around animals, enjoy nature – anything and everything that creates positivity, and then really immerse and savour that positive thought, feeling and emotion to bolster your morale and mental health.

 

 

 

 

 

Christopher Shen is a Psychologist based in Melbourne, Australia. He can be contacted at: www.christophershen.com.au

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World Cup betting boom presents billion-dollar opportunity, and a growing dilemma, for Australian football

The 2026 FIFA World Cup is expected to become the biggest betting event in sporting history, with more than US$50 billion ($76 billion AUD) expected to be wagered globally across the tournament.

Financial services firm Macquarie estimates around US$500 million will be bet on each match, eclipsing the estimated US$35 billion wagered during the Qatar 2022 World Cup. The jump is driven by the tournament’s expansion from 32 to 48 teams and from 64 to 104 matches, alongside the rapid growth of legal sports betting markets in North America.

While much of the attention has focused on the sheer scale of betting turnover, the figures also underline football’s commercial importance to Australia’s wagering industry.

The World Cup has long been one of the country’s biggest betting events, sitting alongside the Melbourne Cup, AFL Grand Final and State of Origin. With Australia qualifying once again and attracting strong national interest, bookmakers have invested heavily in marketing campaigns designed around football’s month-long global spectacle.

TAB recently launched its nationwide “The Cup at TAB” campaign, positioning venues across Australia as communal destinations to watch World Cup matches, backed by research suggesting 61% of Australians prefer experiencing the tournament with others.

Sportsbet has also rolled out a major World Cup advertising campaign built around football’s global appeal, highlighting just how commercially valuable the tournament has become for Australia’s betting operators.

What about Australian Football?

Unlike Europe’s major leagues, Australian football still relies heavily on sponsorship and broadcast revenue to grow participation, develop professional competitions and improve fan engagement. The increased commercial attention generated during a World Cup inevitably benefits broadcasters, venues, hospitality businesses and wagering companies looking to capitalise on football’s largest audience.

SBS has introduced in-game advertising during FIFA’s mandated hydration breaks for the first time at a World Cup, creating additional commercial inventory during live broadcasts while maintaining uninterrupted match coverage.

Yet football’s commercial success arrives amid mounting political pressure over gambling advertising.

The Albanese Government has proposed significant restrictions on gambling promotions, including banning betting advertisements during most live sport before 8.30pm, prohibiting gambling branding at sporting venues and preventing athletes and celebrities from promoting wagering products. While described as Australia’s biggest gambling advertising reforms to date, critics argue the measures still leave significant loopholes.

What does it mean for football?

As betting companies spend millions attaching themselves to the World Cup, gambling harm advocates argue football’s biggest event also becomes one of the industry’s most effective customer acquisition tools.

Macquarie analysts have warned bookmakers face an additional challenge beyond simply attracting World Cup punters. The industry’s long-term profitability depends on converting casual tournament bettors into year-round customers across football, racing and other sports, as well as higher-margin casino products.

That concern has been repeated by gambling reform organisations, which argue global football tournaments expose younger audiences and first-time bettors to increasingly sophisticated wagering products.

For Australian football administrators, the issue reflects a broader commercial balancing act.

The sport continues to chase greater investment to compete with the AFL and NRL for fans, sponsors and media attention. World Cups generate unprecedented engagement, creating opportunities for broadcasters, pubs, clubs, hospitality operators and betting companies alike.

However, as governments tighten gambling regulations and public scrutiny intensifies, football’s commercial ecosystem may also need to evolve. The 2026 World Cup demonstrates football’s extraordinary economic power beyond ticket sales and broadcasting rights. Billions of dollars will flow through betting markets over the next month, reinforcing football as one of the world’s most commercially valuable sports.

For Australia, the challenge is ensuring that the business generated by football strengthens the game itself, rather than simply enriching industries that surround it.

The real winners of World Cup advertising aren’t paying FIFA a cent, and Australian brands should be paying attention

As the FIFA World Cup unfolds across stadiums in the United States, Canada and Mexico, the more interesting story for Australian marketers and investors is not happening on the official sponsor boards. It is happening on TikTok and across social media, where brands with no contractual relationship to FIFA are generating roughly double the engagement of those who paid for the privilege.

That gap matters tells a story beyond where value actually sits in the modern sports economy, and Australian businesses watching from a distance should be asking whether they are positioned to capture it.

The numbers behind the moment

Global advertising spend tied to the 2026 World Cup is projected to reach 10.5 billion US dollars, according to marketing research firm WARC Media, just shy of the 12.6 billion recorded for the 2018 tournament in Russia. That is an extraordinary amount of capital chasing attention around a single sporting event, and it reflects something Australian football stakeholders have argued for years: football is not a niche sport competing for marginal advertising dollars. It is one of the largest commercial vehicles on the planet.

Yet the most engaging brand activity during this tournament has not come from the companies writing the biggest cheques. Market intelligence firm Meltwater found that non-sponsor brand collaborations generated nearly 61 million engagements in the buildup to the tournament, compared with 33 million for official sponsors. Since the tournament began, non-sponsor brands have surpassed 57,000 social media mentions against just over 43,000 for sponsors.

Lego, which holds no official sponsorship, accounted for 82% of the most engaging non-sponsor posts across platforms. Nike, also outside the official sponsor tier, generated more than 70 million YouTube views for a campaign featuring Erling Haaland and Cristiano Ronaldo alongside Kim Kardashian and LeBron James. Its rival Adidas, an official sponsor constrained by FIFA’s brand guidelines, managed roughly 7 million views for a comparable campaign.

Why this should matter to Australian capital

The lesson here is not that sponsorship is worthless. It is that the value of football as a commercial asset is no longer confined to the official channels that have traditionally controlled access to it. A brand with creative freedom, cultural fluency and the speed to act on a real-time moment can now outperform a brand that paid tens of millions of dollars for exclusive rights.

“A big takeaway from this World Cup is that you don’t need an official sponsorship to own the cultural moment anymore,” Meltwater CEO John Box said. “The brands that will win the next tournament aren’t necessarily the ones with the biggest budgets, but instead the ones who are set up to see what’s trending in real time, the creativity to connect it back to your brand, and the speed to act before the moment passes.”

For Australia, that is a meaningful signal. The AFC Women’s Asian Cup, held on home soil earlier this year, generated record attendance and unprecedented engagement for women’s football in this country. Football Australia and the state federations have spent the months since making the case for sustained government and private investment in facilities and pathways to capitalise on that moment. What the World Cup advertising data demonstrates is that the commercial opportunity around football extends well beyond what governing bodies control. A brand does not need to be a Football Australia partner to build genuine equity in the sport’s cultural moment. It needs to understand the audience and move faster than the official sponsors can.

The cost of restriction, and the value of nerve

Some of the tournament’s most successful brand moments have come directly from the limitations FIFA imposes on non-sponsors. Levi’s, whose naming rights branding at Levi’s Stadium in Santa Clara had to be covered for tournament matches, turned the restriction into the most commented and shared post in the company’s history by leaning into the absurdity on social media. Gillette did the same at its Massachusetts stadium, designing its mandatory cover to resemble shaving foam.

“What started as a naming rights sponsorship restriction at the Levi’s Stadium became the most commented and shared post in Levi’s history,” the company’s chief marketing officer Kenneth Mitchell wrote. Mentions of the brand rose 44% after the tournament began, with engagement nearly quadrupling once the stadium covering campaign launched.

There is a lesson in that for Australian companies considering football sponsorship at any level, from the A-Leagues down to state league naming rights deals already common across Football Victoria, Football SA and Football Queensland competitions. Constraint handled with genuine creative nerve can generate more value than an unrestricted but conventional campaign. The companies thriving in this tournament are not simply spending more. They are reading the cultural moment and reacting to it with speed and irreverence that larger, more risk-averse sponsors struggle to match.

A market still undervalued

Andrew Rohm, professor of marketing at Loyola Marymount University, frames the split as a contest between “the expected and the unexpected.” Companies unconstrained by FIFA’s rules are simply having more fun, and audiences are responding to that authenticity.

That dynamic should be read by Australian investors and brand strategists as evidence of an underpriced asset. Football’s audience in Australia has grown substantially, driven by the Asian Cup, the Socceroos’ continued World Cup qualification and a women’s game generating record broadcast and attendance figures. The commercial infrastructure around the sport in this country, sponsorship rates, broadcast deals, naming rights, remains comparatively modest next to that of the AFL and NRL. The American experience suggests the ceiling for football-adjacent commercial value is far higher than current Australian sponsorship pricing reflects, particularly for brands willing to move with creativity rather than simply buying the largest available signage package.

As Jared Watson, assistant professor of marketing at NYU’s Stern School of Business, put it, audiences are responding to brands that feel adversarial to the commercialisation of the game itself, even as that commercialisation accelerates. FIFA’s introduction of mandatory in-game hydration breaks, criticised by fans as a thinly veiled advertising mechanism, has only sharpened that appetite for brands seen as standing apart from the money grab.

For Australian businesses weighing whether football deserves a larger share of marketing budgets, or whether the sport represents a genuine investment opportunity beyond marketing spend, the message from this World Cup is consistent. The capital is already flowing toward football at a scale most other sports cannot match. The only open question is which brands move quickly enough, and with enough creative conviction, to capture the value before the moment passes them by.

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