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AFC World Cup Qualifiers smash landmark digital engagement records
The AFC Asian Qualifiers – Road to Qatar Final Round was the most engaging in history, surpassing all previous editions of Asia’s FIFA World Cup qualifying tournaments with more than 788 million impressions observed on the Asian Football Confederation (AFC)’s digital channels.
Held across 10 Match Days from September 2, 2021, to March 29, 2022, as well as last week’s AFC Asian Qualifiers – Road to Qatar Playoff between eventual winners Australia and the United Arab Emirates, Asia’s top 12 sides battled across 61 matches with the Islamic Republic of Iran, Japan, Korea Republic and Saudi Arabia eventually clinching the Continent’s four automatic places, before the Socceroos claimed a record sixth AFC spot to join hosts Qatar.
The COVID-19 pandemic forced the lead up to the qualifiers to be postponed on several occasions, but the necessary interruptions did little to dampen the appetite for and consumption of Asian football as passionate fans from across the globe continued to engage in record numbers.
Further underlining the fervour for the Asian game, the 788 million impressions was an astonishing 2,108% increase from the 2016-2017 campaign. At the same time, engagements on the AFC’s social media channels rose immensely across the two editions surging by 2,350% from 2.8 million to 70 million.
The AFC’s YouTube and Instagram platforms led the way in galvanising football fans from all corners of the globe, with 290.9 million and 212.3 million impressions, while Twitter received impressions of 46.3 million and Facebook gathered 142 million.
There was also a stunning 12,530% increase in video views on YouTube, as viewership rose from 1 million in 2016-2017 to 134.6 million in the recently concluded campaign, where nearly 2 million hours of watch time was recorded.
The introduction of several language platforms also contributed to the staggering increase with the newly introduced Mandarin-based channels attaining close to 100 million impressions as the AFC’s Weibo, Toutiao, and Douyin channels garnered 42.6 million, 18.2 million and 35.4 million impressions respectively.
Meanwhile, the world’s most reliable information and coverage hub of Asian football – the-AFC.com – witnessed a notable 155% increase in page views and a 136% increase in users.
In the modern football economy, the transition from elite athlete to administrator is rarely seamless. For two decades, David Williams’ existence was governed by the binary metrics of the professional game: goals scored, contracts signed, and minutes played. From the freezing training pitches of Brøndby to the humid pressure cookers of the Indian Super League, his career was defined by the relentless demand for performance.
Now, following his retirement in November 2025 due to a career-ending ACL injury, the former Socceroo is swapping the stadium penalty box for the grassroots pitch. As the newly appointed Program Development Lead at Football West (FW), Williams is tasked with reshaping the foundational layer of West Australian talent.
A Strategic Coup for the State
For the state governing body, securing Williams is a significant coup. The “ex-pro” circuit is often littered with tokenistic ambassadorial roles, but Williams offers tangible intellectual property. His journey began as a teenage prodigy at the Queensland Academy of Sport, carrying the heavy burden of being labelled the “best Australian prospect since Harry Kewell” by Miron Bleiberg.
He has lived the entire spectrum of the industry: the hype of a European transfer at 18, the volatility of the A-League loan system, and the cultural adaptability required to win titles in India. He understands the mechanics of the “football business” better than most.
“I’m very excited to have this opportunity to stay in football and work with young people,” Williams said. “I’m passionate about youth development and helping them grow, whether that’s as a coach, a mentor or just as a role model.”
The “Role Model” Mandate
In his new capacity, Williams will oversee the Coles MiniRoos, Football School holiday camps, and school clinics. On paper, these are participation programs. In practice, they are the first point of contact in the talent pipeline.
For FW, leveraging Williams’ heritage is a strategic necessity. As a member of the Indigenous Football Australia Council, Williams understands the structural barriers facing indigenous players. His presence provides a tangible pathway for kids who often feel disconnected from the metropolitan elite.
“Being indigenous, I would love to do some work in the regions and work with young indigenous children through football,” Williams noted. “It would be great to support the regional CPOs (community participation officers) and deliver sessions with these kids. That’s something I’m extremely passionate about.”
This is not a post-retirement affectation. Throughout 2025, while still nominally a Perth Glory player, Williams was already building his coaching resume as head coach of the Charles Perkins XI: Football Australia’s First Nations youth program. He isn’t just a figurehead; he is an operator actively closing the gap between regional talent and elite opportunity.
Proving the Concept: Success in the Dugout
Williams’ administrative portfolio is backed by growing tactical acumen. In December 2025, he coached the WA Paras State Team to their inaugural national title. For a squad that had frequently been the “nearly men” of the competition, Williams’ high-performance mindset was the catalyst for a historic breakthrough.
“That was an unbelievable experience, especially for the people who have been in the Paras program for a long time and seen them go close so often,” he reflected.
Crucially, this role sits alongside his appointment as Technical Director for NPL WA powerhouse Stirling Macedonia. Williams sits at the intersection of the state’s entire ecosystem as he drives grassroots participation for the federation by day and steers elite NPL structures for a club by night. It signals an ambition to master the technical direction of the game, not just the commercial side.
A Global Perspective, Locally Applied
Williams’ value to the WA system lies in his resilience. He was the first Indigenous player to represent Melbourne City. Williams scored in the UEFA Cup against Eintracht Frankfurt. He won the Indian Super League with ATK.
David Williams understands the technical demands of European academies and the harsh realities of the transfer market. When he speaks to a 12-year-old at a holiday clinic, he isn’t reciting a coaching manual. He is speaking from the experience of sharing a pitch with Alessandro Del Piero. He knows what “elite” actually looks like.
“After I finished at Perth Glory last year, I had some other great opportunities, but I am more passionate about my role within Football West,” Williams said. “This is different.”
As 2026 approaches, Williams faces a new kind of pressure. He is no longer responsible for scoring the winner at HBF Park. Instead, he is charged with ensuring that the thousands of kids in the MiniRoos programs fall in love with the game, and that the pathways he once navigated are accessible to them. It is a different game, but one David Williams is uniquely qualified to play.
When Tom Glover, the former Melbourne City goalkeeper, jets to Japan in mid-January and lines up for Japanese J-League 2 club RB Omiya Ardija, firmly entrenched in his mind will be the prospect of selection in the Socceroo squad for the World Cup Finals during the North American summer of 2026.
Little would he have known when first asked to don a pair of gloves in a U/10 futsal final all those years ago that he could be part of the Greatest Show on Earth.
“Until this time, I played as a striker, but my progress to U/11s and U/12s representing Sutherland Sharks was rapid, which vindicated my change to goalkeeping,” says Glover.
Glover’s pathway as a goalkeeper was clearly mapped out at this early stage, as he participated in the Project 22 program at Football NSW on Monday, Wednesday and Thursday, and on Tuesday and Thursday with former Canberra NSL custodian Ron Tilsed at Sutherland Sharks.
“Tilsed fast-tracked my career when he had me training with the first team at the age of thirteen, and well-known coach John Haynes threw me in at the deep end in the U/20s when I was only fourteen,” added Glover.
The dream of a lifetime occurred when Tom Glover went to Tottenham Hotspur for a six-week period at the tender age of fourteen.
In the following year, Glover received a call from Spurs to return so they could have another look at him. After the three-month viewing, he was offered a scholarship.
Tom Glover pursuing his World Cup dream ahead of the 2026 tournament
Glover remained at Spurs for seven years before returning to Australia in August 2019 to sign with Melbourne City.
“I had offers from lower leagues in England, but my preference was to play at the highest level in men’s football because my appearances for Spurs had been confined to the U/21s.
“Therefore, the plan was to play in the A-League and eventually return overseas.”
“On reflection, the experience at Spurs was incredible, especially when I was involved in shooting training with the likes of Harry Kane, who I learned so much from.
“In the goalkeeping department, I was exposed to the legendary Northern Ireland keeper Pat Jennings, former USA and Spurs keeper Brad Friedel, and I also worked with Hugo Lloris, the former French number one.
“Also, to be on the same training ground as superstars Christian Eriksen, Mousa Dembélé and Jan Vertonghen was something, as a young player, you would never think possible.”
Glover’s signing at Melbourne City wasn’t an immediate success because he had to wait from August until December 2019 to claim a first-team place from Dean Bouzanis.
Once that transpired, he never looked back.
In total, Glover made 107 first-team appearances for City before leaving for Middlesbrough in July 2023.
“I really matured as a keeper at Melbourne City and still have many great memories and close friends at the club.
“Nevertheless, the time had arrived when the overseas opportunity came beckoning again.”
Middlesbrough is a club with a proud tradition of Aussie players who have worn its colours proudly, including the immortal Craig Johnston, Mark Schwarzer, Paul Okon, Mark Viduka, Scott McDonald, Luke Wilkshire, Brad Jones, Tony Vidmar, Rhys Williams, and most recently Riley McGree and Sam Silvera.
“Mark Schwarzer even has a pasta named after him which is served in the club canteen, and there is still a photo of him at the training ground.”
At Middlesbrough, Glover didn’t play as much as he would’ve liked but was part of a strong Carabao Cup run when the club reached the semi-finals in January 2024 before being defeated heavily in the second leg by Chelsea at Stamford Bridge.
“Previously, we had beaten Leicester City 1–0 at the King Power Stadium and gained a 1–0 home win in the first leg against Chelsea.
“However, in the return leg, the Chelsea scoring machine progressed into top gear and put six goals past us, with Cole Palmer scoring two and Enzo Fernández and Morgan Rogers scoring one each.
“There was a touch of irony because I had been a Chelsea supporter since childhood, and playing at Stamford Bridge was a highlight of my career and one I’ll never forget, despite the 6–1 scoreline.”
This was a challenging time for Glover, as he only played 29 matches for the club from July 2023 until September 2025, when he was given a free transfer.
Yet he has no regrets about being at the club, despite his limited game time.
“It was hard to dislodge the first-choice keeper, Sol Brynn, who was a local product and popular with the Middlesbrough supporters.
“Both Michael Carrick, the former manager, and Rob Edwards, the recently departed manager, were always fair with me, and I left the club knowing I had always played to the best of my ability when selected.”
Now Glover has an exciting opportunity with RB Omiya Ardija, which all begins on February 6 when he is scheduled to play 18 matches up to the start of the World Cup Finals commencing on 11 June.
He could’ve gone to Queens Park Rangers but wasn’t guaranteed regular first-team football.
There were also offers from the MLS and the Saudi League.
“I just saw more potential playing in Japan, where football is booming.”
It’s now an exciting prospect for Glover to play every week so he can prove to the Socceroo coaching staff, particularly goalkeeping coach Frank Juric, that he should be selected for the North American colossus.
“Although the club is currently in J-League 2, it has just been bought by the Red Bull Corporation, so there is a great vibe for the future to gain promotion to the J-League.
“The stadium is boutique, holding 15,000, but it feels like 20,000 due to the marvellous atmosphere which the fans create.
“There are five foreigners in the squad, including myself.”
Tom Glover has made thirteen appearances for the Olyroos, being the number-one choice at the Tokyo Olympics, and has attended ten senior Socceroo camps between June 2023 and September 2025.
However, he has not been capped for the Socceroos, but now that he will be playing regularly, he has every chance to make the final squad for North America.
“I can only control from my end by playing every week and putting in good performances to give the selectors a headache in considering me being number one in the squad.”
Certainly, he has stern competition for a place, with Mat Ryan returning to form in Spain, Paul Izzo playing consistently in Denmark, and Patrick Beach experiencing his first taste of international football against Venezuela.
One thing there is no doubt: Tom Glover will do everything in his power to make that World Cup dream come true.
