AFC announce first ever female match commissioner

In a statement made earlier today. the AFC have announced that South Korean Kim Se-in will become the first ever match commissioner in their history.

The news comes as female match commissioners were announced for the 2022 World Cup and the 2023 Asian Cup. Stephanie Frappart was also named as the first female referee for a men’s major UEFA event.

Clearly, the AFC want to stay up to date and frankly, we couldn’t be happier to see it.

Full statement below:

Korea Republic’s Kim Se-in will make Asian football history by becoming the first female match commissioner to take charge of the Asian Qualifiers Round 2 game between Guam and Maldives after FIFA and the Asian Football Confederation (AFC) confirmed her appointment.

Kim will be joined by three other female match commissioners in the Asian Qualifiers – Nguyen Thanh Ha of Vietnam, Lau Cheuk Chi of Hong Kong and AFC Executive Committee member Kanya Keomany of Laos – who were confirmed by FIFA after being nominated by the AFC.

The appointment of the female match commissioners for the FIFA World Cup Qatar 2022 and AFC Asian Cup China 2023 Joint Qualifiers underlines the AFC’s steadfast commitment to promote women in Asian football.

AFC General Secretary Dato’ Windsor John said: “The Asian football family is proud to have four female match commissioners appointed to manage the Asian Qualifiers. The AFC values the contribution of women in the sport and we will continue to support women in the workforce.

“The AFC encourages more women to take up the varied roles in football and we hope more will follow in the footsteps of all the women who have – and continue – to play pivotal roles in the success and development of the sport.”

It will be a proud day for the experienced Kim when she oversees the Guam and Maldives tie which will be played at the Guam FA Field on September 5 as 40 Asian countries begin their journey to qualify for the FIFA World Cup Qatar 2022 and AFC Asian Cup China 2023.

The other female match commissioners will also play their part in future Asian Qualifier matches.

Kim, who is the Head of Public Relations for the Korea Football Association (KFA), said: “I’m surprised but also proud to be given this opportunity by FIFA and the AFC. I have experience of being a match commissioner in women’s competition, but I can expect a big difference between a men’s and women’s tournament, in terms of size and scale, so I’m excited with this opportunity. Although it is bit different but the fundamentals are still the same because it is all about football.

“In the past, there were no female match commissioners in Korea Republic, and that motivated me to be the first female match commissioner in my country. I’ve surpassed my expectations and it is great to see other women going for the match commissioner exams this year. I’m also happy to hear that some of our national players are also considering to become match commissioners after seeing how I achieved this.

“People need to believe that it doesn’t matter if you are female or male – you just need the proper talent and knowledge to be selected for a job. We must do our best and be willing to go beyond our comfort zones,” she added.

Kim has been involved in football for many years and has been a match commissioner in AFC women’s competition since 2017. She was also the team manager and head of administration for the Korea Republic women’s national teams.

She also served as a Media Officer in international competitions and in 2018 was appointed by the KFA as a general coordinator for Men’s A matches in Korea Republic.

In May, the trio of Japanese referees Yoshimi Yamashita alongside assistant referees Makoto Bozono and Naomi Teshirogi became the first all-female cast to officiate an AFC Cup match between Myanmar’s Yangon United FC and Naga World of Cambodia.

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Spain’s Liga F receives history-making investment into women’s football

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Image credit: Liga F

The deal, worth AUD 91 million (€55 million) across four seasons, represents a monumental investment into Liga F and women’s football by Gasol16 Ventures and Fortified Partners.

 

Setting the pace

The investment comes as a hugely signficant moment in the history of women’s football not just in Spain, but across Europe.

But, given Spain’s commitment to growing the women’s game in recent years (and the world-beating teams it produces as a result), it is hardly a surprise that Liga F is at the centre of this milestone.

In the 2024-25 season, Liga F distributed AUD 28 million to its clubs, as well as doubling television audiences across two years.

The rate of growth is astounding, and shows no signs of slowing down.

“Women’s football in Spain has made a spectacular leap in recent years: audiences have almost doubled in two seasons, and stadiums are incresingly full,” explained Founder and President of Gasol16 Ventures, Pau Gasol.

“Therefore, this is not a sentimental commitment to women’s sport. It is an investment decision based on data, market trends, and the conviction that women’s football represents a growth opportunity with enormous potential for value creation.”

Thus, Gasol’s motivation reveals much about his own reasons for investing, as well as about the current status of women’s football in Spain.

The landscape does not want, or need, sentimental commitment. It is a financial and sporting powerhouse in its own right, and one which can grow to new heights year-on-year.

 

Securing a successful future

Furthermore, the long-term nature of the deal (set for the next four seasons from the 2026-27 campaign) shows vision and ambition for what the league can become.

“This agreement allows us to look further ahead and equip ourselves with the necessary tools to continue building an increasingly strong, more competitive league with greater capacity to generate value for our clubs,” outlined President of Liga F Beatriz Álvarez Mesa.

“What excites me most about this alliance is not just the investment it brings, but the message it sends: there are people and institutions who believe in the potential of Liga F and want to be part of its growth.”

 

Final thoughts

This is in stark contrast to the current situation of the A League Women in Australia, which PFA Chief Executive Beua Busch described as at a “tipping point”.

The problems remain the same as they were several years ago. Investment, player satisfaction and attendances are well below other major leagues. The key is creating a product which presents the immense value of clubs, players and commercial opportunities.

Because when intentional investment comes, the question stops being ‘who will invest?’ but ‘who wouldn’t?’ .

World Cup betting boom presents billion-dollar opportunity, and a growing dilemma, for Australian football

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Image Credit: Shutterstock

The 2026 FIFA World Cup is expected to become the biggest betting event in sporting history, with more than US$50 billion ($76 billion AUD) expected to be wagered globally across the tournament.

Financial services firm Macquarie estimates around US$500 million will be bet on each match, eclipsing the estimated US$35 billion wagered during the Qatar 2022 World Cup. The jump is driven by the tournament’s expansion from 32 to 48 teams and from 64 to 104 matches, alongside the rapid growth of legal sports betting markets in North America.

While much of the attention has focused on the sheer scale of betting turnover, the figures also underline football’s commercial importance to Australia’s wagering industry.

The World Cup has long been one of the country’s biggest betting events, sitting alongside the Melbourne Cup, AFL Grand Final and State of Origin. With Australia qualifying once again and attracting strong national interest, bookmakers have invested heavily in marketing campaigns designed around football’s month-long global spectacle.

TAB recently launched its nationwide “The Cup at TAB” campaign, positioning venues across Australia as communal destinations to watch World Cup matches, backed by research suggesting 61% of Australians prefer experiencing the tournament with others.

Sportsbet has also rolled out a major World Cup advertising campaign built around football’s global appeal, highlighting just how commercially valuable the tournament has become for Australia’s betting operators.

What about Australian Football?

Unlike Europe’s major leagues, Australian football still relies heavily on sponsorship and broadcast revenue to grow participation, develop professional competitions and improve fan engagement. The increased commercial attention generated during a World Cup inevitably benefits broadcasters, venues, hospitality businesses and wagering companies looking to capitalise on football’s largest audience.

SBS has introduced in-game advertising during FIFA’s mandated hydration breaks for the first time at a World Cup, creating additional commercial inventory during live broadcasts while maintaining uninterrupted match coverage.

Yet football’s commercial success arrives amid mounting political pressure over gambling advertising.

The Albanese Government has proposed significant restrictions on gambling promotions, including banning betting advertisements during most live sport before 8.30pm, prohibiting gambling branding at sporting venues and preventing athletes and celebrities from promoting wagering products. While described as Australia’s biggest gambling advertising reforms to date, critics argue the measures still leave significant loopholes.

What does it mean for football?

As betting companies spend millions attaching themselves to the World Cup, gambling harm advocates argue football’s biggest event also becomes one of the industry’s most effective customer acquisition tools.

Macquarie analysts have warned bookmakers face an additional challenge beyond simply attracting World Cup punters. The industry’s long-term profitability depends on converting casual tournament bettors into year-round customers across football, racing and other sports, as well as higher-margin casino products.

That concern has been repeated by gambling reform organisations, which argue global football tournaments expose younger audiences and first-time bettors to increasingly sophisticated wagering products.

For Australian football administrators, the issue reflects a broader commercial balancing act.

The sport continues to chase greater investment to compete with the AFL and NRL for fans, sponsors and media attention. World Cups generate unprecedented engagement, creating opportunities for broadcasters, pubs, clubs, hospitality operators and betting companies alike.

However, as governments tighten gambling regulations and public scrutiny intensifies, football’s commercial ecosystem may also need to evolve. The 2026 World Cup demonstrates football’s extraordinary economic power beyond ticket sales and broadcasting rights. Billions of dollars will flow through betting markets over the next month, reinforcing football as one of the world’s most commercially valuable sports.

For Australia, the challenge is ensuring that the business generated by football strengthens the game itself, rather than simply enriching industries that surround it.

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