Northern NSW Football Calls in SAPA as Participation Surge Sparks Big Plans

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Northern NSW Football has commissioned Sports Advisory Partners Australia to lead the development of its 2027 to 2029 Strategic Plan, a process that will shape the direction of one of Australia’s most significant regional football markets at a moment when the game nationally is navigating unprecedented growth and structural complexity.

The engagement, announced this week, will see SAPA conduct extensive consultation across NNSWF’s registered participants, member zones, standing committees, board of directors and executive leadership before delivering a final plan scheduled for release in September. The firm brings to the project a track record that spans Football Australia, the A-Leagues, AFL, Rugby Australia, Golf Australia and the Oceania Football Confederation.

NNSWF CEO Peter Haynes said the organisation intended to be deliberate and ambitious about what the next plan would ask of the sport in the region.

“This plan will do more than that,” Haynes said. “It will play a critical role in shaping the future of football in our region. We are going to be bold, ambitious and take this opportunity to really push our sport forward to reach its potential.”

 

Building on a period of significant growth

NNSWF’s current 2024 to 2026 Strategic Plan has already delivered measurable outcomes across participation, competition strength and community engagement, and has done so against a national backdrop that has made the job of growing football both easier and more demanding simultaneously.

The 2023 FIFA Women’s World Cup and the recent AFC Women’s Asian Cup in Australia have driven participation surges that are being felt at the regional level as acutely as anywhere. Northern NSW, which covers a vast and diverse geographic footprint from the Hunter Valley to the Queensland border, has seen women’s and girls’ football registrations climb sharply, reflecting a trend Haynes flagged publicly during Football Australia’s recent push for a $343 million NSW grassroots infrastructure fund, in which he noted that participation across the region was at record levels and still rising.

That growth creates a specific strategic challenge. Momentum is relatively easy to generate in the wake of a major tournament. Sustaining it across a three-year planning horizon, through the inevitable post-event cooling of public attention, against ongoing pressure on club volunteers and community facilities, and in competition with other codes for government funding and ground access, requires a more deliberately constructed framework than goodwill alone can provide.

The 2027 to 2029 plan will need to answer questions that the current plan did not have to confront at the same scale: how to absorb participation growth without degrading the quality of the experience for existing players, how to build the referee and coaching pipelines that expanding competitions demand, and how to make the case for infrastructure investment in regional communities where football’s political leverage is real but not unlimited.

 

The Regional Dimension

Regional football in Australia occupies a structurally distinct position within the national game. It sits outside the metropolitan NPL systems that tend to attract most of the administrative attention and commercial investment, and serves communities where football is often the largest club-based sport and where the absence of adequate pathways has historically meant talented players relocating or disengaging entirely.

NNSWF’s decision to invest in a professionally developed strategic plan, rather than producing one internally, signals an awareness that the next phase of growth requires external rigour and benchmarking against what is working elsewhere. SAPA’s familiarity with the organisation, cited by Haynes as a factor in the appointment, also suggests a desire for continuity of thinking rather than a wholesale strategic reset.

SAPA Executive Director Sam Chadwick said the firm was focused on producing something actionable rather than aspirational.

“Our goal is to deliver a clear and actionable strategy that will guide continued growth and long-term success for the game,” Chadwick said. “Northern NSW Football has built a strong platform through its 2024 to 2026 Strategic Plan and we are delighted to support the next phase of its journey.”

Community at its Centre

NNSWF Chairman Mike Parsons emphasised that the process would be driven by community voice rather than imposed from above, a commitment that carries practical as well as symbolic weight in a region where the diversity of football communities, from coastal clubs to inland associations, means that a single strategic framework must accommodate significantly different local realities.

“This will be a strategy for the entire football community and it is vital that we hear from as many voices as possible,” Parsons said. “Through genuine consultation and collaboration we will ensure the next strategic plan reflects the needs and aspirations of our community while positioning our game for continued success.”

Consultation opportunities will roll out across the coming months. The 2027 to 2029 Strategic Plan is scheduled for release in September.

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Football NSW announces 2026 First Nations Scholarships as pathway access program enters new phase

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Football NSW has announced the recipients of its 2026 First Nations Scholarships, with ten emerging Aboriginal and Torres Strait Islander players from metropolitan and regional NSW receiving support designed to reduce the financial and structural barriers that have historically limited First Nations participation across the football pathway.

The scholarship program, developed and assessed in collaboration with the Football NSW Indigenous Advisory Group, targets players across both elite and development environments – recognising that talent identification alone is insufficient without the resources to support progression once players are identified.

Co-Chair of the Indigenous Advisory Group Bianca Dufty said the calibre of this year’s recipients reflected the depth of First Nations football talent across the state, and the importance of structured support in converting that talent into long-term participation.

“Their dedication to football and the desire to be role models for younger Aboriginal footballers in their communities is to be celebrated,” Dufty said. “I’m confident we will see some of these talented footballers in the A-League and national teams in the future.”

 

Beyond the pitch and into the pipeline

The 2026 cohort spans both metropolitan clubs and regional associations, an intentional distribution that acknowledges the particular barriers facing First Nations players outside major population centres, where access to development programs, qualified coaching and pathway competitions is more limited and the cost of participation more prohibitive.

The next phase of the program will introduce First Nations coaching scholarships, extending the initiative’s reach beyond playing pathways and into the coaching and administration pipeline – areas where Indigenous representation remains among the lowest in the game.

The structural logic is clear. Scholarships that reduce financial barriers at the entry point of elite pathways matter most when they are part of a sustained ecosystem of support rather than isolated gestures. Football NSW’s collaboration with the Indigenous Advisory Group provides that continuity, ensuring the program is shaped by the communities it is designed to serve.

Football NSW Targets Female Coaching Gap with Twin Programs

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Football NSW has announced two new initiatives targeting the development of female coaches and coach education tutors, backed by federal and state government funding, as the governing body moves to address the longstanding structural absence of women across all levels of coaching in the sport.

The Future Female Coaches Mentoring Program, funded through the NSW Office of Sport’s Empower Her program, will select six female coaches holding a minimum AFC B Diploma for a structured mentoring program beginning mid-year. Participants will be paired with experienced mentors and receive three in-person visits including real-time observation and feedback, alongside regular online development sessions throughout the season.

Separately, Football NSW has opened expressions of interest for its 2026/27 Female Coach Education Tutor (CET) Program, supported by the Australian Federal Government’s Play Our Way investment, targeting C Diploma holders who want to move into coach education delivery.

Together, the programs address two distinct but connected gaps in the women’s football coaching pipeline- the progression from active coach to elite-level practitioner, and the transition from practitioner to the tutors who shape how coaching is taught.

The Pipeline Problem

The structural underrepresentation of women in football coaching isn’t a new observation. It is a documented and persistent feature of the game at every level, from community clubs to national team environments. Female coaches remain a minority in pathway competitions, and female coach education tutors are even more so.

One current tutor in the program described the environment she encountered when she came through the system. “My experience coming through as a coach, there was no females on the courses as participants and there was no females running the courses either,” she said. “That kind of inspires me to be someone that can hopefully make other females feel comfortable and confident to want to become coaches.”

“It is really important to have female role models because it shows that there is an opportunity or pathway for females,” said one program participant. “Traditionally it has been a male-dominated area and to know that yes, you can do it as a passion or a side thing, or you can actually make a career of it if you want.”

Removing barriers at the point of entry

The mentoring program’s design reflects an understanding that formal accreditation alone is insufficient to retain and develop female coaches in high-performance environments. Access to experienced mentors, observation in live coaching contexts and ongoing reflective practice address the informal development gaps that credentials cannot fill.

“Learning happens through coaching in real environments, and we recognise our role in providing both stretch and support to high-potential coaches,” said Edward Ferguson, Football NSW Head of Football Development. “This program offers tailored mentoring that complements formal coach education and enhances effectiveness in practice.”

Hayley Todd, Football NSW Head of Womens and Schools Football, framed the initiative in terms of long-term system building rather than individual development. “Creating sustainable pathways for female coaches is a key priority,” she said. “This program supports their development while also providing valuable insight into what is required to progress from state competitions into national and international environments.”

The barriers the programs are designed to remove are clear. The cost of accreditation, lack of access to mentoring networks, the absence of welcoming environments in coaching courses and the scarcity of female role models at senior levels all compound one another in ways that make progression difficult regardless of ability or commitment.

“You want to try and remove as many barriers as possible,” said one tutor involved in the program. “If you can start to remove those barriers, you actually get to engage with the females more consistently and build their confidence and competence in that space.”

A system investing in itself

The timing of both announcements sits within a broader national moment for women’s football. The AFC Women’s Asian Cup, currently underway in Australia, has delivered record crowds and sustained visibility for the female game at the elite level. The programs announced this week operate at the other end of the pipeline – building the coaching infrastructure that will determine whether the players inspired by that visibility have qualified, experienced and representative coaches to develop them.

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