AFC Women’s Football Conference 2024 proclaims optimistic future

The AFC Women’s Football Conference 2024 has heralded a positive future for women’s football after a successful three day gathering.

Hosted in Kuala Lumpur, Malaysia, the conference welcomed women’s national team coaches and technical staff to share insights from November 12 to 14, building off an incredibly prosperous year of women’s football.

The opening day of the conference celebrated the achievements of Asian teams, including Australia’s semi-final appearance at the Women’s World Cup 2023.

AFC General Secretary, Datuk Seri Windsor John, outlined the importance of celebrating these achievements to power women’s football.

“The AFC has underlined the development of women’s football as one of the key drivers in bringing to life our Vision and Mission statements and nowhere are these ambitions more pronounced than in the Asian women’s game with our teams, across all ages, already being a global force,” he said via press release.

“This year, we’ve celebrated several milestones such as an all-Asian final in Colombia, DPR Korea’s incredible triumphs, and the launch of the AFC Women’s Champions League™. We must keep up the momentum and use this platform to unlock the true potential of women’s football in Asia.”

Day two of the conference provided participants an overview of the upcoming AFC Women’s Champions League, the AFC Women’s Calendar for 2025-29 and changes to Asian women’s competitions.

The final day of the conference presented an analysis of the Women’s Olympic Football Tournament 2024’s teams and a forum on the future of women’s football, featuring Australia U20 women’s national team head coach Leah Blayney.

Australia U17 women’s national team head coach, Rae Dower, expressed excitement for Australian women’s football with the Asian Cup heading down under in 2026.

“The future is so exciting, especially now that we have the dates and venues confirmed for the AFC Women’s Asian Cup™,” she said via press release.

“The football fever from the FIFA Women’s World Cup is still very strong with the Matildas continuously selling out stadiums. We can’t wait for the rest of Asia to come and share the experience with us.”

The AFC Women’s Asian Cup Australia, will begin March 1, 2026, learn more here.

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Football Australia Expands Mental Skills Program for Match Officials Amid Sustained Focus on Referee Retention

Football Australia has confirmed a second national webinar for match officials, led by sports psychologist Dr Liam Slack, extending a referee development series introduced after strong engagement with an initial session on managing match-day pressure.

The upcoming session, themed “parking with purpose,” will focus on decision-making strategies designed to help referees process on-field calls and reset attention quickly across a match that can present hundreds of individual decisions. Dr Slack, who also consults with The Football Association and the AFC Referee Academy and previously spent over a decade as a performance psychologist with the Professional Game Match Officials Limited in England, brings substantial elite-level experience to a program open to officials at every level, from grassroots to professional.

The theme builds on work Dr Slack has already delivered within Australian officiating. He recently led a session with Football Australia’s National Referee Academy on the same concept, framing the ability to consciously park a decision and refocus on the next phase of play as a trainable skill rather than an innate trait, one that separates officials who reset quickly under pressure from those who don’t. He has also addressed more than 100 Football Australia elite match officials and staff on developing a stronger match-day mentality, an indication of how embedded this psychological framework has become across the officiating pathway rather than remaining a one-off intervention.

The expansion of the webinar series reflects a broader shift in how football administrators are approaching referee attrition. Rather than treating retention purely as a recruitment or pay problem, the program signals an institutional acknowledgment that the psychological demands of officiating, particularly the compounding pressure of split-second decisions under public scrutiny, are a material factor in whether officials remain in the game.

It rests alongside other measures adopted across Australian football in recent years, including visible identification programs for junior referees and structural reviews of referee departments at state federation level, all aimed at the same underlying issue: a shrinking pool of match officials relative to demand.

Football Australia has not detailed metrics for assessing the program’s impact on referee numbers, though the recurring engagement of an internationally credentialed specialist across multiple tiers of the officiating pathway suggests sustained institutional investment in the approach.

Football Victoria elevates fan enjoyment with Streets partnership

Football Victoria (FV) revealed last week a new partnership with ice cream giants, Streets. The brand will become an exclusive ice cream partner for the next three years.

 

An iconic brand for joyful experiences

As a well-known and popular ice cream brand with people all around the nation, Streets will now look to support the fan experience in Victoria through its products.

It reflects FV’s commitment to delivering a family-friendly and memorable experience for spectators. Both on and off the pitch, the organisation is striving to elevate the experience for fans and families alike.

“Football Victoria is always looking for ways to elevate the experience at The Home of The Matildas, and this partnership does exactly that,” explained FV Executive Manager of Commercial and Facilities, Chris Speldewinde.

“It’s a fantastic fit for our community and we’re looking forward to what the next three years will bring.”

Furthermore, Senior Brand Manager at Streets, Ryan Katz, emphasised the brand’s role in community sport and in creating memories beyond the action on the pitch.

“Streets is proud to join Football Victoria as its exclusive ice cream partner,” Katz said.

“There’s nothing better than enjoying a great game with a classic ice cream in-hand, and we’re excited to be part of those moments across the state.”

 

Understanding community football

Community football is all about these moments. Sunny days, the family together, and a sweet treat in-hand while supporting a local team alongside friends and neighbours.

This is why a partnership between FV and Streets is particularly important.

Not for its commercial value, but for what it tells us about both parties’ understanding of what matters to fans. From young fans to experienced matchday-goers, everyone wants to find enjoyment while watching the game.

And while the 90 minutes of action is the focus, the experience of a local matchday is truly defined by interactions with fellow supporters and smaller – but no less significant – moments of happiness during the day.

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