A-Leagues and PFA strengthen commitment to stamping out social media abuse

A-Leagues. PFA and GoBubble

The A-Leagues and Professional Footballers Australia (PFA) are continuing their collaboration with GoBubble Community to stop social media abuse towards Australia and New Zealand’s professional men’s and women’s footballers, through to at least 2027.

First established in April 2022, the use of GoBubble’s artificial intelligence is key to identifying and blocking abusive, derogatory, harmful or offensive content.

GoBubble has implemented an automated solution that picks up sentiment and is tailored to the needs of all organisations in real-time, for example if an ongoing issue presents itself.

The GoBubble partnership is one of the first in its kind when monitoring an entire sporting league. Since the A-League’s adoption, the English Premier League and German Bundesliga and other sports rights holders globally now use technology successfully.

Since April 2022, GoBubble’s technology has protected A-Leagues players and clubs’ social media accounts, with more than 13,000 abusive comments blocked.

The A-Leagues, PFA and GoBubble (through the new GoBubble Foundation launching in 2024) will be running community outreach projects to provide access to the cutting-edge technology for those who play the role in protecting young people in their digital lives.

A-Leagues Commissioner Nick Garcia reiterated that abuse in any form is not accepted:

”Our footballers and clubs provide great entertainment to their many fans across Australia and New Zealand, both on the field as well as through social media content.

“Just like we work to ensure our stadiums are safe for our players and fans, we are also, through GoBubble Community, focused on making social media a safe space for them.

“Online abuse is absolutely not acceptable in football or any walk of life, so we are thrilled to extend our vital partnership with GoBubble Community.”

PFA Co-Chief Executive Beau Busch praised the efforts of GoBubble so far:

“Our collective ambition is to make the A-Leagues the safest competition in world football for players and fans, and that extends to ensuring everyone’s experience online is the best it can possibly be.

“GoBubble has proven to be the most effective way for our players to add a layer of protection online, so that they can continue to engage with fans and grow our football community.”

GoBubble Founder Henry Platten commended the A-Leagues and PFA approach to abuse:

“The A-Leagues’ innovative approach in providing our sentiment artificial intelligence (AI) for all member clubs has positively impacted the digital lives of millions.

“Football is the beautiful game, and by working in partnership with the A-Leagues and PFA, our patent-pending technology is helping everyone enjoy it without the risk of suffering hate or abuse online.

“We care about respectful communication at scale and are proud, together with the A-Leagues and PFA, to deliver another world first in 2024 by providing access to our AI through the GoBubble Foundation to education and charitable organisations working with schools in Australia.”

eSafety Commissioner Julie Inman Grant shared the importance of sustaining this technology:

“It’s great to see this successful partnership being extended to ensure players and fans alike can continue to enjoy the sport they love without being subjected to harmful content.

“Online abuse is an insidious problem that affects all sporting codes from elite to community level, so it’s important that initiatives like this continue to receive support.

“While we might be disappointed with a particular call or play, that doesn’t mean it’s acceptable to unleash a torrent of online abuse. Smart use of safety technologies is an important tool in every football club’s arsenal.

“eSafety has developed specialist resources with sporting organisations and integrity units to help deal with the issue. You can find these resources and report abuse at eSafety.gov.au/sport.

The research so far:

The issue of abusive behaviour on social media was examined closely by the Australian eSafety Commissioner in their Online Hate Speech report which indicated “around 1 In 7 (14%) adults aged 18–65 are estimated to have been the target of online hate speech.”

The Report also reflected on the negative impact of hateful social media content, finding that “58% (of people experiencing hate speech) report a negative impact from their experience, typically mental or emotional stress, relationship problems or reputational damage.”

Separately, the recent FIFA World Cup 2022 held in Qatar was also examined through the FIFA/FIFPRO Social Media Protection Service Report: Qatar 2022 Analysis. It reported that “targeted individual racism was high volume with more than 300 players being targeted.”

The report indicated 286,895 abusive, discriminatory and threatening comments were detected targeting World Cup participant accounts with sexism, homophobia and racism among the most detected abusive messages.

As proud signatories of eSafety’s Commitment to Online Safety in Sport, A-Leagues and PFA see this extended partnership as a further step in helping to keep all Australians safe online, and a key prevention strategy for athletes and staff who are targets of online abuse.

Find out more about GoBubble Community on their website – gobubblehq.com.

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Australian Championship set to revolutionise domestic football

Football Australia has unveiled the “Australian Championship,” a groundbreaking new competition that promises to reshape the nation’s football landscape.

Officially launching in October 2025, the Championship will serve as a vital bridge between state-based competitions and the Isuzu UTE A-League Men’s system, bringing clubs, players, and communities closer together.

This announcement comes on the heels of the October confirmation of the National Second Tier (NST) format, marking a significant milestone in Australian football.

The Australian Championship will provide a national platform for clubs and players to showcase their talent while fostering stronger connections with fans and communities across the country.

Competition Format and Vision

The Australian Championship will feature 16 teams competing in a dynamic format designed to balance competitive integrity and fan engagement. The competition will include:

Group Stage: Four groups of four teams playing home-and-away fixtures.

Elimination Finals: The top two teams from each group advancing to knockout rounds.

Grand Final: The inaugural champion to be crowned in December 2025.

This structure highlights Football Australia’s ambition to create an inclusive, exciting, and commercially sustainable competition that celebrates the depth of Australian football talent.

Football Australia Chief Executive Officer James Johnson spoke on the importance of this announcement for the future of Australian football.

“The Australian Championship is much more than a competition – it’s a national celebration of football; uniting proud historic clubs, emerging talent, and inter-generational community connection. It reflects the core values of Australian football: authenticity, opportunity, and ambition,” Johnson said in the press release.

“This competition will complement the A-League, NPL, and Hahn Australia Cup, providing a connected, meaningful pathway for players and fans alike. Today’s brand launch is a statement of our commitment to grow domestic football in Australia and unlock its full potential.”

Founding Clubs and National Representation

The competition will include eight Foundation Clubs with storied histories, such as APIA Leichhardt FC (NSW), Avondale FC (VIC), Marconi Stallions FC (NSW), Preston Lions FC (VIC), South Melbourne FC (VIC), Sydney Olympic FC (NSW), Sydney United 58 FC (NSW), and Wollongong Wolves FC (NSW), representing some of the strongest footballing traditions in the country.

Joining them will be eight Member Federation clubs drawn from the National Premier Leagues (NPL) across all states and territories.

This model ensures representation from every corner of the national football community, giving grassroots and state-level clubs an opportunity to compete on a larger stage.

Core Pillars of the Australian Championship

The Australian Championship aims to unite Australian football under the following key values:

Authenticity: Honouring historic clubs, iconic venues, and long-standing rivalries.

Discovery: Showcasing emerging talent and rising stars from across the nation.

Connection: Strengthening ties between grassroots, state competitions, and professional pathways.

Pride and Belonging: Celebrating football’s ability to bring players, fans, and communities together.

A New Era for Australian Football

With its launch, the Australian Championship is set to redefine the country’s domestic football ecosystem, creating new opportunities for players, clubs, and fans. Football Australia’s initiative reflects a commitment to building a thriving national competition while staying true to the rich heritage and passion that underpin Australian football.

As October 2025 approaches, anticipation will only grow for what promises to be a transformative moment in the nation’s sporting history.

UEFA and Unilever renew partnership

UEFA has embraced Unilever as an Official Global Partner of the UEFA Women’s EURO 2025, kicking off in Switzerland on July 2 until July 27, 2025.

Unilever’s deal with UEFA builds off of their 2024 partnership and will see a wide array of Unilever’s Foods and Personal Care brands ignite their own integrated advertising campaigns to connect with fans and consumers in and out of the stadium, including household names like Dove, Rexona, Knorr and Hellmann’s.

UEFA marketing director, Guy-Laurent Epstein expressed UEFA’s excitement to work with Unilever again.

“Building on the success of our collaboration last summer, we are delighted to be continuing our partnership with Unilever for UEFA Women’s EURO 2025,” he said in a press release.

The support and interest in women’s football is on a sharp upward trajectory, and with Unilever’s portfolio of Food and Personal Care brands reaching billions of people every day, we look forward to celebrating the power of the game and bringing excitement to fans everywhere.”

General Manager of Unilever Foods Europe, Robbert de Vreede conveyed his enthusiasm for Unilever’s involvement in the upcoming Women’s EURO 2025.

“We are thrilled to partner with the UEFA Women’s EURO 2025, enabling our Foods brands to connect with a large audience who come together enjoying the thrill of a football match with friends whilst sharing delicious foods,” he said in a UEFA press release.

“Just as a great BBQ brings people closer, football unites fans in a shared experience of passion and camaraderie. In this partnership we will create memorable moments that highlight the best of summer – good food, great company, and beautiful games.”

General Manager of Unilever Personal Care Europe, Fulvio Guarneri detailed why the collaboration between UEFA and Unilever was a perfect fit.

“This is an exciting opportunity for some of our biggest brands to tap into a big cultural moment and connect with millions of consumers who will be watching the UEFA Women’s EURO 2025,” he said via press release.

“It’s a great time for women’s football and this partnership fits perfectly with our Personal Care products which are all about feeling clean and confident, and taking part in sports. Together with our retail partners, we look forward to building on the success of last year’s men’s tournament, delivering unmissable campaigns across a variety of channels that celebrate the power of women’s football.”

Unilever joins an exciting list of brands for the UEFA Women’s EURO 2025 tournament, including household names such as adidas, Amazon, AXA, Booking.com, EA, Euronics, Grifols, Heineken, Hublot, Just Eat Takeaway.com, Lay’s, Lidl, PlayStation and Visa.

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