Assessing the path of A-League Women to become full-time

To ensure there is a deep-rooted legacy from the 2023 Women’s World Cup, the A-League Women becoming a full-time profession should be a matter of importance to develop the Australian game.

As the competition improves, the expectations on individual players increases, whereas the careers provided to them are not yet adequate for most players to financially support themselves merely through football.

Until the players are provided with full-time year-round employment structure, majority of the sportswomen are in the firing line juggling the physical and mental aspects of their commitments to football and part-time employment, of which three in five of those players work outside of football.

This topic of discussion was raised back in February during a two-day women’s football congress that was hosted by the players’ union, Professional Footballers Australia (PFA).

Under the 2021-2026 A-Leagues Collective Bargaining Agreement, the base limit was $20,608 in 2022-23 season for a 29-week contract for the ALW, with most of the players earned at or close to the minimum that season.

However, the remuneration for the past season rose to $25,000, which for the very first time it was transformed to a full home-and-away schedule, the current athletes are under contract for a 22 round regular season for 35 weeks, along with four extra weeks for finals.

Former Matilda and PFA executive member Elise Kellond-Knight expressed her opinion on this matter.

“We need aspirational leaders. We don’t need a long-term, 10-year strategy to get to full-time professionalism. Like, this is 2024. We need it tomorrow. We needed it yesterday,” she said.

“It’s important that the girls understand where we’ve come from and how much hard work we’ve had to do. Things don’t get handed to female athletes you have to stand up, you have to ask for it, you have to fight for it.

“It’s really important that we embed that philosophy in the next generation to come.”

In contrast to the A-League Men, just 15 percent had some type of job outside of their football commitments, 93 percent of those individuals worked less than 10 hours on a weekly basis.

The survey comments portray an evocative of the not so sustainable football/work/life balance the individuals have to commit to:

“I don’t want to feel like I have to work between seasons (for example: most of us do not get paid in the off season). It is a lot to juggle, especially going away for national team camps and the immense amount of traveling. I feel this weight on my shoulders from my work obligations.”

“If my work and football commitments clash, I am expected by my coach to skip work (where I get paid more and am respected more), and I am expected by my boss to skip soccer, and neither care if you suffer financially or reputation wise for it.”

According to the survey, it was made aware that all but three clubs had failed to provide players the desired two-month in advance training calendar as well as the seven day notice period, which makes matters even more complicated for those coping with various jobs to plan in advance.

The PFA admit changes such as this won’t occur overnight, generally speaking, to implement full-time professional contracts is the righteous thing to do for women players, but as the PFA report put it “should also be seen as an investment, not a cost.”

The full-time pay is such a significant goal for women’s football in this country, but the clubs can ease their path to that goal and can do a whole lot more to make sure those changes are modified sooner rather than later.

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Media Mega-Mergers, Minor Leagues: Why Global Consolidation Should Be a Wake-Up Call for Australian Football

The approval of a reported $113 billion merger between Warner Bros. Discovery and Paramount Global is being framed as the creation of a “next-generation media and entertainment company.”

But beyond Hollywood headlines, the deal signals something far more consequential for sport: a global media landscape rapidly consolidating into fewer, more powerful hands.

For Australian football, particularly the A-League, this is not just background noise. It is a structural shift that could define the league’s future.

 

A shrinking marketplace, a growing imbalance

The merger brings together an enormous portfolio of assets, such as film studios, broadcast networks and streaming platforms, under a single corporate umbrella. It reflects a broader industry trend: scale is no longer an advantage in media, it is a necessity.

Yet with that scale comes concentration. Fewer buyers now control more platforms, more audiences, and more capital. Critics of the deal have warned that such consolidation risks reducing competition and narrowing the range of voices in global media.

For sport, the implications are immediate.

Broadcast rights are no longer negotiated in a diverse, competitive market. Instead, leagues are increasingly competing for space within vertically integrated media ecosystems. This is because decisions are driven not just by audience demand, but by global strategy, bundled content offerings and long-term platform growth.

 

Why the A-League is particularly exposed

This shift lands unevenly across the sporting landscape.

Leagues like the Australian Football League (AFL) and National Rugby League (NRL) remain dominant domestic products, commanding billion-dollar broadcast deals and consistent mass audiences.

The A-League, by contrast, operates from a more fragile commercial base.

Despite its global game status, the league continues to face:

  • Inconsistent crowd figures
  • Fluctuating visibility
  • A comparatively modest broadcast deal with Paramount

In a fragmented media environment, this is manageable. In a consolidated one, it becomes a vulnerability.

Because as the number of broadcasters shrinks, so too does the margin for leagues that are not seen as “must-have” content.

 

From open market to closed ecosystem

The critical shift is not just economic, it is also structural.

In the past, leagues could leverage competition between broadcasters to drive rights value. Now, with fewer but larger players, the balance of power tilts toward the platforms.

Content is no longer simply acquired, it is curated.

And in that environment, only properties that deliver one (or more) of the following will thrive:

  • Guaranteed audiences
  • Global scalability
  • Year-round engagement
  • Strategic value within a broader content ecosystem

This is where the A-League faces both its greatest challenge—and its greatest opportunity.

 

The overlooked strength of Australian football

While often positioned as a “developing” product domestically, football offers something no other Australian code can replicate: global alignment.

As the world’s most popular sport, football operates within an international ecosystem that extends far beyond national borders. Australia’s geographic position, bridging Asian and Western markets, adds further strategic value.

For a global media entity like Paramount, this matters.

The A-League is not just local content. It is potentially exportable, scalable and aligned with global football narratives. It also taps into younger, more digitally engaged audiences, who are increasingly driving subscription-based streaming growth.

In a media environment defined by platform expansion, that is not a weakness. It is an underutilised asset.

 

Why consolidation should drive MORE investment

The instinct in a consolidating market is often caution by tightening budgets, focusing on proven performers and minimising risk.

But for Australian football, that approach is self-defeating.

Because without investment:

  • Production quality stagnates
  • Storytelling weakens
  • Audience growth plateaus
  • Commercial value declines

And in a system that rewards scale and engagement, stagnation is equivalent to irrelevance.

Instead, consolidation should be seen as a trigger for strategic investment:

  • Elevating broadcast presentation
  • Strengthening club identities and narratives
  • Expanding digital and streaming integration
  • Positioning the league within the broader global football conversation

In short, making the A-League indispensable, rather than optional.

 

The real risk: being left behind

The emergence of media giants like a merged Warner Bros. Discovery and Paramount Global signals a future where content is filtered through fewer, more powerful gatekeepers.

In that world, leagues that fail to assert their value risk being sidelined, not because they lack potential, but because they fail to meet the evolving demands of the platforms that distribute them.

For the A-League, the danger is not collapse. It is marginalisation.

A slow drift into irrelevance while larger codes capture the attention, investment, and audiences that define modern sport.

 

Conclusion: a defining moment

This merger is not about Hollywood. It is about power.

Power over distribution. Power over audiences. Power over what gets seen and what does not.

For Australian football, the message is clear.

In a world of media consolidation, visibility is earned through value, not assumed through presence.

And if the A-League is to secure its place in that future, investment is no longer optional.

It is existential.

Melbourne Victory commits to player wellbeing with P3 Recovery

In an announcement made yesterday, Victory revealed that P3 Recovery will become the club’s Official Recovery Partner.

 

Maximised recovery, guaranteed results

As a nationwide organisation specialising in recovery, performance and wellbeing, P3 Recovery’s alliance with Melbourne Victory promises to be hugely beneficial for players and members alike.

“As industry leaders, serving to inspire through the world’s game, very edge matters, and partnering with P3 Recovery provides a new dynamic to the support afforded to our players,” explained Melbourne Victory Managing Director, Caroline Carnegie.

“Melbourne Victory looks forward to seeing a positive uplift in recovery through this partnership.”

Indeed, with an extensive range of recovery methods on offer – from infrared saunas to hyperbaric oxygen therapy and more – P3 Recovery stands as a valubale partner for players looking to maximise performance and recovery during the season.

Although the partnership is new, P3’s Richmond location already provides team recovery sessions and injury rehabilitation. Their commitment to Victory’s physical and mental wellbeing is unquestionable, so it is not surprising why P3 Recovery are the latest local business to join the Victory family.

Supporting professionals and public

While P3 Recovery will help Victory’s A-league Men’s and A-League Women’s team with physical recovery, the alliance will bring many benefits to locals seeking guidance on health and lifestyle choices.

“We’re passionate about helping people take control of their health through expert-led therapies, everyday performance tools and a welcoming space designed to help you feel better, move better and live better,” said P3 Franchisee, Naum Sekulovski.

“Whether you’re managing injury, chasing a goal or just need to reset, P3 is where recovery becomes a lifestyle.”

And with sport and physical activity such a huge factor in the lives of so many Melburnians, a partnership with Victory shows the entire city that when it comes to optimal recovery and service, P3 is there to support everyone in their sporting or personal goals.

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