Can E-Sports Captalise on this Monumental Opportunity?

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.