Never assume ethnicity is the problem, without addressing the behaviour

The association between a violent brawl at a NPL game and Football Australia rescinding the ban on ethnic club names couldn't be further from the fact, and only helps pernicious issues within Australian sporting culture remain unchallenged.

The association between a violent brawl at a National Premier League (NPL) game and Football Australia (FA) rescinding the ban on ethnic club names couldn’t be further from the fact, and only helps pernicious issues within Australian sporting culture remain unchallenged.

The fight between spectators at a NPL game between Rockdale Ilinden and Sydney United 58 on Sunday was an alarming scene of violence. The fight began after a spectator entered the pitch and interfered with a player, which sparked a full-blown melee where objects were thrown by spectators as police were called to quell the conflict.

In the aftermath, media outlets were quick to jump to the narrative that this fight was caused by the FA’s Inclusivity Principles for Club Identity (IPCI). Previously, clubs had been banned from using names that alluded to ethnic boundaries or events at the advent of the A-league and the death of the NSL, under a National Club Identity Policy which was replaced by the IPCI. While the clubs eschewed their ethnic names and insignia during the period this policy was in place, their heritage and supporter base remained untouched.

FA CEO James Johnson was forced to defend the policy on 2GB radio, while host Ray Hadley grilled him on the incident. To argue that the IPCI caused the violence in the stands on Sunday is to ignore a history of violence in Australian sport. Hadley insinuates that this is an issue for football particularly: “It’s almost unheard of in modern-day sport in Australia. Sometimes things get out of hand at Rugby league, Rugby Union, more particularly your sport”. In his favourite sport – one that hasn’t been “captivated by PC BS” as he eloquently states – spectators are regularly charged with assault after violent clashes.

As recently as this year, Parramatta fans fought in a wild brawl with their fellow supporters at a game. The issue is present within AFL, where spectators are regularly charged with assault. In 2018 two men were hospitalised after being attacked after an AFL game in Melbourne by men wearing their club colours proudly. In 2010 at the WACA, during a one-day test between Australia and Pakistan, a spectator stormed the field and tackled a Pakistani player and was charged with assault and trespass. The problem is a cultural one, that is endemic across all of Australian sport. To blame a spectator brawl on something as irrelevant as the name and identity of the clubs involved, while turning a blind eye to a history of violence that is perpetuated throughout Australian sport is to condemn ourselves to never fixing the cause, and never finding the solution.

Even within the world of football, violence between fans is not a new phenomenon despite what critics of the IPCI would like you to think. It happened before the ban on ethnic club names, it happened during the ban, and it will continue to happen after the introduction of the IPCI. Why is this so? Because a small minority of Australian spectators, regardless of their sport, are prone to violence. Violence between spectators is a worldwide phenomenon and amazingly remains so in countries whose populations are homogeneous and don’t divide themselves into clubs based on their heritage or ethnicity.

NSW Police Detective Superintendent Anthony Cooke stated that it was only a small minority of the spectators involved in the melee on Sunday, and there was no clear link to ethnic violence. With the former National Club Identity Policy in place, football was less inclusive of those of other cultures and ethnicity with little benefit to the game, while suppressing communities that embraced the world game.

This isn’t an effort to downplay the violence in the stands on Sunday however, but to blame the IPCI however is to ignore the fact that it is a minority of people who engage in anti-social behaviour. It remains easier to direct fault towards the policy of the FA instead of addresses the cultural issues that remain within football and Australian sport as a whole.

“We need to focus on the behaviours, not the ethnicity,” Football Australia CEO James Johnson stated in his interview with Ray Hadley. To remove spectator violence from all levels of the football pyramid we need to do exactly this. To villainize supporters based on the heritage of the club they support is to ignore the very real dangers of anti-social behaviour that is fuelled by far greater animosity than the name on their badge. Hadley misses this point completely and seems to believe that if the club had an anglicised name then the spectator violence wouldn’t have happened. The evidence shows this is objectively wrong and drawing upon ethnicity is simply a media narrative that damages the clubs and the footballing industry. The NSL, the precursor to the A-league, was severely damaged and ultimately destroyed by this stigma being attached by the media.

Hadley’s and 2GB’s attempted stitch-up of Johnson shouldn’t be a surprise. Football within Australia has a long history of being some sort of ethnic boogeyman, with the foreigner with the strange name being an easy target for disdain. While the FA has made it clear it won’t tolerate this behaviour from spectators, fans, and club officials, it has also taken the correct stance in deciding to punish those who do wrong based solely on their behaviour. While the violent brawl was unacceptable, and those involved need to be heavily punished with bans as Football Australia intends to do, it isn’t unheard of in the slightest. These issues aren’t self-contained to football or ethnically named clubs and are instead just a symptom of a much larger illness in Australian sporting culture. To ignore the violence that continues to permeate with Australian sport in an attempt to blame a policy that
contributes little to the issue will only allow the real causes to remain unchecked.

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Mizuno’s Australian gamble: can a 120-year-old brand break through?

When Mizuno unveiled a mural of Socceroos captain Harry Souttar on a Richmond wall during the 2026 World Cup, the company’s name did not appear on the artwork. The artist, Rory Ledge, painted Souttar as the “Minister of Defence” behind a brick wall. Channel 7 and Channel 9 turned up. The Herald Sun ran it in their Saturday edition. Mizuno’s brand director called it “mainstream awareness” without paid media.

The mural sat within a broader push by the Osaka-based company to expand in Oceania. For the fiscal year ending March 2026, Mizuno reported sales of ¥259 billion, up 7.8 per cent year-on-year, with net income of ¥18.4 billion representing 20.5 per cent growth . Operating profit rose to ¥22.6 billion. The Asia and Oceania segment is central to the company’s medium-term plan, which targets net sales of ¥290 billion by fiscal 2027.

The growth imperative

Australian football has not historically been kind to specialist boot brands. Nike, Adidas and Puma dominate retail shelves. A-Leagues collective bargaining agreements and club deals have locked in incumbents. For a brand without the marketing budgets of its competitors, the path to relevance runs through the players.

Mizuno has grown its Australian ambassador base from one athlete to around 20 across the A-Leagues in recent seasons. Melbourne City’s Tolgay Arslan, who played in the Bundesliga and Serie A before arriving in Australia, told Front Page Football: “If I discovered these boots ten years ago, I would wear these boots overseas in my career.” Western United midfielder Angus Thurgate called them “the comfiest boots I’ve ever worn”.

The mural moment

Richmond was chosen for the mural because of its location. The suburb sits at the centre of Melbourne’s sporting precinct, five minutes’ walk from the MCG and AAMI Park. It is already home to murals of AFL players. Rowena Corner Store owner Con, who agreed to host the artwork, had previously welcomed murals of Dusty Martin and an AFLW player.

“We didn’t have access to Harry because he was in the US competing,” brand director Rishi said. “We couldn’t do a photoshoot. So we had to be clever. The best ideas come from real time, aligned with what the public discourse looks like. Once we saw his Wikipedia page updated to refer to him as the Minister of Defence, we knew we could play into this.”

Ledge incorporated an existing window into the design to create a net behind Souttar’s figure. The mural appeared the morning of the Paraguay match, when Australia’s clean sheet sent them into the knockout phase.

The World Cup provided a massive backdrop. The Socceroos’ run captivated the nation: 4.84 million Australians tuned in to the Paraguay match, making it the most-watched World Cup match in SBS history at the time, with an average audience of 3.086 million . The final reached 5.26 million viewers, and cumulative tournament reach hit 18.04 million— 64 per cent of Australia’s population. SBS director of sport Ken Shipp said: “We’ve never seen engagement at this level.” Mizuno spent comparatively little and had Channel 7 and Channel 9 on site.

The commercial question

For a brand with limited marketing firepower, organic PR coverage is the prize. The question for the company’s Oceania division, still in growth mode, is whether a mural and a handful of player endorsements can convert into sustained commercial traction. Retail partnerships with Ultra Football, which has created a dedicated Mizuno space at its Melbourne store, suggest the company is thinking beyond campaigns.

Mizuno’s European expansion has taken a different path. The company signed a five-year deal to become AS Monaco’s technical equipment partner from the 2025-26 season, its first entry into Ligue 1. It already has a presence in Germany’s Bundesliga and Italy’s Serie A. In Australia, institutional partnerships are harder to secure. The approach has been slower: build through athletes, then through community, then through culture.

The Queensland government signed a Memorandum of Understanding with Mizuno in March 2026 to explore the Japan-Australia Sports & Health Innovation Exchange (JASHIE), a two-year partnership focused on sport and health innovation . The agreement supports Queensland’s preparations for the 2032 Olympic and Paralympic Games.

The mural campaign reflected a broader trend in sporting brand marketing, where IP restrictions and athlete availability increasingly demand creative solutions. “I love what Levi’s did because they were able to lean into their brand codes and tell what I believe to be the most memorable advertising story from the World Cup,” Rishi said. “This is a different page out of fundamentally the same playbook.”

Mizuno’s boots are not cheap. The Made-in-Japan models retail well above competitors’ offerings. The brand’s pitch rests on quality and heritage, not price or volume. That is a harder sell in a country where discounting dominates and cost-of-living pressures are squeezing households.

The Souttar mural will eventually fade or be painted over. Mizuno is betting that by the time it does, enough Australian football fans will have noticed the three stripes’ quieter rival.

Governance, guidelines and game integrity: Did the 2026 FIFA World Cup uphold all three?

The FIFA World Cup 2026 is now over. Aside from the action and drama on the pitch, it is how FIFA performed off it which will dictate its lasting legacy.

 

Money talks

Projections for this year’s tournament placed total revenue at an eye-watering figure of AUD 16 billion (USD 11 billion); in the end, the number reached AUD 21 billion (USD 15 billion).

The newly-introduced hydration breaks – much bemoaned by fans accustomed to a more traditional 45 minute half – generated further income. Fox Sports was expected to earn more than AUD 356 million (USD 250 million) from these breaks alone, taking global revenue upwards of AUD 1.4 billion (USD 1 billion).

Four minutes and 20 seconds per match, worth more than 1 billion dollars. For FIFA, therefore, time truly is money.

As the most profitable World Cup in history, it also raises further questions (and potential ideas) for how to continue the success. FIFA President, Gianni Infantino, is already considering ways to “unleash the commercial potential and opportunity that FIFA has” going forward.

“I think I can say that this FIFA World Cup here in particular has opened a lot of doors, a lot of opportunities, a lot of possibilities,” Infantino said.

“This will have an impact on what we can do all over the world, but the revenues and the financial economic success come only if the sporting side is right.”

Expanded participation – marking the first time a World Cup features 48 teams compared to the previous 32 – was a major factor in increasing revenue. More teams, more games, more sponsorship and advertising opportunities.

“There are discussions about whether we should increase more (from 48) to 64 (teams), but this will be debated and this will be discussed,” Infantino affirmed.

More revenue for FIFA should also mean its 211 Member Associations also benefit from further investment, although details regarding this remain unknown.

Record-breaking attendance

Going into the tournament, the issue surrounding ticket prices was widespread. Many fans accused the governing body of pricing fans out of the game they love – and the numbers justified it.

While tickets opened at AUD 85 (USD 60), the dynamic pricing led to resales worth tens of thousands of dollars. For the final between Spain and Argentina, fans seeking last-minute tickets needed closer to AUD 3 million (USD 2 million).

But despite the criticism aimed at the dynamic pricing system, FIFA’s resolve paid off. Attendances smashed previous records, with total attendance double the figure seen in Qatar 2022.

FIFA reported that 6,810,966 fans packed into stadiums across the 104 matches, reaching an average crowd of 65,490. With higher attendances also comes more revenue generated from hospitality within the stadium itself.

Clearly, the price of a ticket to the world’s biggest sporting tournament does not affect demand. If FIFA sets the price, people will pay.

Or rather, people who can afford these prices will.

 

Red card, rescinded

As USA and Bosnia & Herzegovina went toe-to-toe in their round-of-32 clash, few could have known the drama would continue far beyond the referee’s whistle after 90 minutes.

A red card for star-striker, Folarin Balogun, in the 64th minute prompted concerns among US fans not only for the remaining half-an-hour of play, but for the following round of the tournament: as per FIFA rules, a player who receives a red card automatically misses the subsequent match.

This was the case for Balogun, until external pressure entered the field. And for football’s global governing body, external pressure arrived in the form of the President of the United States of America.

The legality over the rescinded red card is irrelevant to the wider issue. People will dispute the various articles outlined in the FIFA Disciplinary Code, but the incident itself sets a problematic precedent for football’s global governing body: if FIFA compromises its rules and political neutrality for one nation, where does it draw the line in future tournaments?

The tournament’s integrity had already come under pressure before a match had kicked-off, following the first ever FIFA Peace Prize awarded to President Trump in December 2025. The rescinded red card ultimately added fuel to the fire.

 

A game of two halves

The FIFA World Cup 2026 was as entertaining on the pitch as it was controversial off it.

It featured some incredible individual performances from stars like Mbappe and Kane, as well as Cabo Verde’s Vozinha – the 40 year-old overnight sensation who became a tournament icon.

308 goals were scored, surpassing with flying colours the previous record of 172 in 2022. A goal-per-game ratio fo 2.96 was the highest in recorded history since 1970.

Celebrations like Norway’s ‘Viking Row’ took the world by storm, and several brands including Levi’s, Gillette and Under Armour (the latter being the tournament-winning boot sponsorship) enjoyed huge public attention online for their unique marketing approaches.

These are the stories which represent the World Cup at its very best and the side of football fans want to see: action-packed matches, world-class talent, inspirational underdog stories and moments which generate discussions between fans from all over the world.

Beyond the pitch, however, memories of this year’s tournament will be comprised of financial success marred by a failure to govern and uphold the game’s integrity throughout.

It is a disappointing contradiction, that the cost of the most entertaining and economically successful World Cup in history, is the growing concern whether we can believe in those delivering the game to us at all.

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