AFC continue #ItsMyGame campaign following 2019 Asian Cup

After a successful campaigning stint during the 2019 Asian Cup earlier this year, the AFC is pushing on with the goal of raising awareness for women who both work and play in the soccer industry.

With the Women’s World Cup only just finishing up, now is an ideal time for the AFC to reach out to as many people as possible.

It’s also notable that this media release has come during a time when USNWT captain Megan Rapinoe has been in the news promoting the women’s game. Many people have been lauding her and her opinions, but there is still a large contingent who don’t appear to be moving with the times.

Rapinoe has been making serious headlines and with this in mind, the AFC clearly want to generate more positive news when so many people still feel the need to negatively influence the women’s game.

The AFC’s media release from Monday night can be found in full below:

The Asian Football Confederation (AFC) continues the “It’s My Game” campaign which celebrates the role of women working in football. In the latest segment, the AFC focuses on Svetlana Kashuba of Kyrgyz Republic and how she plans to shape women’s football.

Kashuba enjoyed a notable playing career for Kyrgyz Republic and after hanging up her boots, she is now striving to make a difference in the sport as the women’s football manager in her country.

Respected by her peers and looked up to by young female footballers, Kashuba rose through the ranks by representing her national team in the U-16 and U-19 women’s competitions before playing at the club level in Kyrgyz Republic.

She looks back fondly at how she started playing football and the memories serve as a reminder of how important her current position is.

“I walked with a friend from school and she told me that neighboring stadiums had football trainings only for girls. I was very interested because I could express myself by playing with other girls.

“Before that, I only played with boys. I was always the only girl among them, so I wanted to go and see women’s football. When I saw only girls playing, it motivated me even more.

“I joined the training and with the very first kick I hit the crossbar! The coach told me, ‘You will play and train with us.’ That inspired me because it was my dream to find a place where I could show my potential,” Kashuba recalled.

She is delighted to see how women’s football has developed over the years and hopes the momentum will continue.

“Looking at the girls now, I can see that they play football with more enthusiasm and the number of girls playing the sport is steadily growing. More and more girls are playing football in schools and we have more women’s teams. We are very happy to see so many women’s teams taking part in competitions at a very young age.”

Kashuba believes that women have a huge role to play in football and hopes more will join her and make a career in the sport as a result of the “It’s My Game” campaign – which has reached more than 800,000 fans so far and have received more than 300,000 views on the AFC’s digital platforms.

“Football is not just a game, it is our life and we must prove to ourselves and those around us that we can be successful. I hope that we will see more participation of women not only on the field but also in senior positions in the future,” she said.

To watch the full video, please click here.

AFC #ItsMyGame statistics so far:

Facebook: 351,949 impressions, 251,153 Reach, 51,732 video views
Twitter: 193,176 impressions, 24,663 video views
LinkedIn: 25,032 impressions, 3,732 video views
Instagram: 500,362 reach, 236,922 video views


Caelum Ferrarese is a Senior journalist with Soccerscene. He reports widely on micro policy within Australasia and industry disruptions at grassroots level.

100 years of women’s football to be celebrated by Football Queensland


Football Queensland have announced upcoming celebrations for the 100-year anniversary of women’s football in the sunshine state.

Friday, September 24 will mark 100 years of women’s football throughout the state of Queensland, with the first public game of women’s football taking place nearly a century ago.

The game is also historically significant given it was the first ever public match of women’s football to be played across the entirety of Australia.

The centenary celebration will be held at the Gabba in Brisbane where the game was held in 1921 between North Brisbane and South Brisbane.

Football Australia CEO James Johnson is excited to see the celebrations that are set to unfold on the day.

“Football Australia is delighted to support Football Queensland in celebrating the past, present and future of the women’s game as we welcome key figures from Australian football to the very place where the first women’s match was played on its 100th anniversary,” he said.

“This is an incredible milestone for football in this country, and a timely celebration not only for Football Queensland but for all of our Member Federations as we prepare to welcome the FIFA Women’s World Cup to our shores in 2023.”

Next month’s celebration of 100 years of women’s football will see every Queensland club invited, for them to hear from guest speakers including FIFA Women’s World Cup 2023 Chief Operating Officer Jane Fernandez as part of the milestone.

“Football Queensland is honoured to celebrate 100 years of women’s football and the significant contributions of those who shaped the women’s game not only here in our state but across Australia at the upcoming centenary celebrations,” Football Queensland CEO Robert Cavallucci said.

“We are thrilled to be able to celebrate this national milestone here in Queensland in what will be a once in a lifetime event for all involved.

“Football Queensland is committed to strengthening opportunities for women and girls to join our game not only as players but also as coaches, referees and volunteers, and the celebration of 100 years of women’s football provides us with the perfect platform to do this as we look ahead to the FIFA Women’s World Cup in 2023.”

Football Australia’s new initiative to boost female representation in coaching


In what comes as a major step towards the growth of female representation, Football Australia have launched a new initiative aimed at addressing the recruitment, development, and retention of women in coaching.

The push for women in the role has received little attention over the past decades and has subsequently left the space stagnant and disproportionately low in representative numbers.

While Australian women across the sporting landscape have continued to achieve sustained success on the field – as witnessed at the recent Tokyo 2020 Olympic Games – the representation of female coaches at all levels of the game is minimal.

The High Performance Coaching Initiative looks to move beyond the well documented barriers, by taking on an evidence-based approach to how women coaches in football will be supported, engaged with, developed, and retained to increase the numbers in high performance.

The initiative directly reflects the Leadership and Development Pillar of the Legacy ’23 plan in that it encourages a greater number of women to participate in the game at all levels.

Football Australia will work via a three-phase approach with coaches currently in high performance football, particularly those who have demonstrated potential to work in high performance football and elite players looking to transition to coaching roles.

Rae Dower, one of the initiative’s architects, is the Women’s Technical Advisor for Football Australia and the Head Coach for the Women’s U17s. She expressed her delight at seeing the initiative come to fruition at such a pivotal time in women’s football.

“This is an exciting period for women coaching in Australian football,” she said.

“We have a real opportunity to spark change in how we consult and deliver programs and address the barriers that have long been identified.

“It is essential that we finally allow women coaches to articulate what their reality is and express what they require to acquire skills, obtain knowledge and experience to work in high performance football.

“We want to move beyond the barriers and enable women coaches to have the necessary development opportunities to reach their own potential.”

In an Australian football first, over 150 women coaches at various levels will partake in a comprehensive study to better understand their coaching landscape in the first phase of the Initiative.

Phase 2 and Phase 3 will see findings of the study underpin the design of a pilot program tailored to facilitate the development and progression of the participants.

Heather Garriock, Vice President of Football Coaches Australia, acknowledged the importance of the initiative’s arrival.

“Since our inception, FCA has worked hard to gather extensive knowledge of the barriers and challenges experienced by women in coaching,” she said.

“We regularly hear commentary from women who coach that they aspire to work in environments where ‘coaches are coaches’ and ‘football is football’, with equal opportunities to coach all genders, at all levels. This won’t be achieved until there are women coaching in the high performance and professional landscapes of men’s football.

“This will require the development of integrated culture and leadership education programs, designed to teach coaches, technical directors and those in football management and administrative roles about how best to engage, develop, support, and retain women in coaching roles.

“Football Australia’s Coach Education Strategic Plan for FIFA Legacy ’23 presents an outstanding opportunity to make this a reality in Australian football, and FCA offers its full support to the initiative.”

© 2021 Soccerscene Industry News. All Rights reserved. Reproduction is prohibited.

Most Popular Topics

Editor Picks