This year’s AFC Women’s Asian Cup 2026 was not just another tournament. It was a momentum shift for women’s football in Australia. Match quality, crowd numbers and national pride have never been higher – but how do we ensure this success continues after the final whistle?
Financial input and output
Ahead of the tournament, the Australian Government demonstrated their support and commitment through a $15 million investment.
With such significant financial backing behind the Matildas’ pursuit of victory on home soil, the tournament seemed poised to be hugely successful – and it didn’t disappoint.
Projections point towards an overall revenue of over $250 million, with over 24,000 international visitors and 1000 jobs created. It proves that when money is invested into the women’s game, the rewards on and off the pitch are undeniable.
Federal Minister for Sport, Anika Wells, was present at the official announcement of the Australian Government’s funding boost.
“The Tillies and the 2023 Women’s World Cup redefined Australian sport and now the Albanese Government is backing the Matildas again with a $15 million investment for the Women’s Asian Cup,” said Wells.
“Women’s sport is not nice to have or a phase, it is brilliant, nation-stopping, and here to stay.”
With huge revenue numbers and contributions to local economies, this year’s AFC Women’s Asian Cup has demonstrated the financial power and potential of the Matildas, and ultimately of women’s football across Australia.
Attendance numbers skyrocket
Beyond finances, however, the standout factor throughout the tournament was the record-breaking crowd sizes.
60,279 fans packed into Stadium Australia in Sydney to witness an entertaining 3-3 draw between the Matildas and South Korea, a huge number which was later smashed by Saturday’s final attendance of 74,397.
However, support wasn’t exclusive to the Matildas. At Japan’s semi-final demolition of South Korea, a 17,367 crowd set a record for the highest attendance at a Women’s Asian Cup match between two visiting teams.
Although skeptics will highlight that many games failed to sell out, the crowds attracted during this year’s tournament highlight two decades of immense growth. In 2006, the final brought in little more than 5000 people.
In fact, with 250,000 attendees over three weeks, and ticket sales increasing five-fold from the previous record, the proof of a nationwide buzz is there for all to see.
But creating a buzz is not enough. We must act on it, and sustain it, if we want to see true, long-term development.
Avoiding past mistakes
Following the excitement of the 2023 FIFA Women’s World Cup, women’s football in Australia looked set to launch into a new era of development and expansion.
Although female participation increased in New South Wales by 31% between 2022 and 2025, attendance numbers at ALW matches fell by 26% between the 2023-24 and 2024-25 seasons. The ‘buzz’ – without genuine commitment or backing to sustain it – wore off far too quickly.
This year’s AFC Women’s Asian Cup was a second chance for Australia’s football industry to correct its past mistakes, and ensure that state federations, governments and teams align in their commitment to growing the ALW and women’s football as a whole.
Furthermore, given the on-pitch prowess and off-pitch success over the past few weeks, the Asian Cup could play a major role going forward. It may yet be the catalyst, the long-awaited springboard that can propel women’s football to new heights in years to come, both on the international stage and within Australia.
How do we prolong the buzz?
So, while the success of the Asian Cup can encourage important discussions, the key is to inspire stakeholders and decision makers into taking real action.
On Saturday, Football Australia expressed their commitment to progressing the women’s game in NSW after the tournament ends. Joined by Football NSW and Northern NSW Football, they called upon the NSW government to address facility imbalances over the next decade.
“The growth of women’s football in New South Wales is not a short-term trend – it represents a fundamental shift in participation and expectation across our communities. To sustain this momentum, we must invest in infrastructure that is inclusive, accessible and fit for purpose, ensuring everyone has the opportunity to play, develop and thrive in the game,” said Football NSW CEO, John Tsatsimas.
“We call on the government to invest in the largest participation sport in NSW to bridge the growing facilities gap in NSW which will deliver economic and social long-term benefits through connected communities.”
To this end, a proposed NSW AFC Women’s Asian Cup Australia 2026 Legacy Fund – worth $343 million over a ten-year period – would address several issues at grassroots level. These include:
- Delivering upgraded community facilities to accommodate growing participation numbers among women and girls
- Improving accessibility, safety and playing capacity across metro, regional and remote communities
- Supporting multi-use and multi-sport facilities
- Strengthening pathways for women and girls across all age groups
- Continuing the legacy of the AFC Women’s Asian Cup 2026
Should this fund be implemented in NSW over the next ten years, fans and players within the women’s game will be at the heart of a major, long-overdue realignment.
Final thoughts
Despite the bitter disappointment of losing in the final on home soil, there is nevertheless an important reminder to take away: we can’t control results on the field, but we can control intent, attitude and commitment off it.
The AFC Women’s Asian Cup 2026 was a huge success for women’s football in Australia. Matches were of extremely high quality, crowd numbers smashed tournament records, and the nation was united in their support for one of Australia’s most popular sporting outfits.
There may not be silverware to show for it, but the past few weeks have provided something far greater: recognition, respect and a platform to continue growing long after the final whistle. The demand is undeniable, participation and interest is soaring, and the voice of the women’s game can no longer be ignored.
