APL announce extended Liberty A-League season and 12th team for 2023/24

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The Australian Professional Leagues (APL) have today announced that the Liberty A-League Women’s competition will become a 12-team competition, with a full home and away schedule of 22 rounds by the 2023-24 season.

This investment brings the professional game in Australia in line with global standards for match minutes, and is part of a broader strategy to ensure a lasting legacy for the game following the FIFA Women’s World Cup Australia and New Zealand 2023TM.

Western United will officially join in season 2022-23 for a 20-round competition, and Central Coast Mariners have been given a provisional licence by APL and, subject to FA Board approval, will become the 12th team for 2023-24, taking the league to 22 rounds and a total of 132 matches.

A-Leagues CEO Danny Townsend said via press release:

“In the 18-months since we have been running the professional game in Australia, we will increase the number of regular season matches from 70 to 132, finally bringing Australia in line with global benchmarks and ensuring more opportunities for women to play at the highest level and for girls to benefit from the role models and expanded professional pathways this investment creates.”

“We are just 12-months out from the 2023 FIFA Women’s World Cup, and we want to make sure that every girl and woman in Australia has the opportunity to build and grow a lasting relationship with football, the country’s most participated in sport.”

The changes to the Liberty A-League follow close consultation with players and Professional Footballers Australia (PFA) and will lead to the minimum salary in the competition increasing by more than 50% over the next two years.

Kate Gill, Co-Chief Executive of PFA, said via press release:

“Today represents a significant step forward for women’s football in Australia that not only brings to life the players’ vision for a full home and away competition, but indicates the APL’s intent and belief in growing the women’s game.”

“Thanks to the genuine partnership with the APL, the players have played a central role in helping to design a competition that delivers meaningful employment, a professional career path and a strong and sustainable league that will develop the next generation of Australian talent.”

Liberty Chief Executive Officer James Boyle added the expansion of the Liberty A-League competition was welcome news that Liberty was proud to celebrate as naming rights sponsor.

“We’re passionate about championing women in sport and the growth of the Liberty A-League helps to elevate the profile of women’s football. The more women role models in the professional sporting arena, such as the A-Leagues, the richer the opportunities for future generations. APL shares our pioneering spirit and culture of diversity as it continues to take strides towards creating a more inclusive sport. We are proud to share with the A-Leagues our passion – and action – for fostering gender equality on and off the field.”

Chief Operating Officer of the 2023 FIFA Women’s World Cup Jane Fernandez said via press release:

“Huge congratulations to APL for this growth, and it really does follow the growth trajectory of women’s football right around the world.

“This is a once in a generation opportunity. We are heading towards Qatar, where the Socceroos have just qualified to play. Then we move towards the expanded Liberty A-League, with the Grand Final to be held right on the eve of the expanded FIFA Women’s World Cup with, for the first time, 32 teams playing in the competition.

“The benefits and the opportunities are huge, and it’s not just for the players, there are benefits also for those who want to volunteer, to coach and to be leaders in our game.”

This is the second expansion announcement in twelve months, following the addition of Wellington Phoenix’s women’s team in 2021. APL also signed an historic 5-year CBA last year, and launched the Club Championship trophy, designed to encourage better fan engagement with women’s football.

The expanded and extended 2022/23 Liberty A-League season kicks off on 18th November 2022 and all matches will be broadcast live on Network 10 and Paramount+, the Australian home of football.

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WSL triples viewership after move to YouTube

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Image credit: Jason Ilagan / Shutterstock.com

Viewership for Women’s Super League (WSL) matches streamed live on YouTube has more than trebled during the 2024/25 season.

This success is no coincidence. Beyond the clear rise in quality and star power across teams for the 2024/25 season, it’s also the first time in league history that non-televised games are streamed for free on YouTube.

Last season, the main issue with viewership was accessibility, where matches not picked up by domestic broadcasters were only available on the FA Player app or website, requiring users to create an account on a platform that was already unpopular.

In the 2023/24 season, the highest viewership for an online-only WSL game was Arsenal’s home fixture against Bristol City, which attracted 78,050 viewers.

However, this season has already shattered records. Over 250,000 fans tuned in on YouTube to watch Leicester face Arsenal in September, setting a new high for a WSL game not televised.

In total, the first three weeks of this season have seen a staggering 1,576,848 live views for WSL matches streamed on YouTube.

Women’s Championship matches have also benefited from the platform, with the season opener between newly promoted Newcastle and London City Lionesses setting a new record for the league, drawing 46,050 live viewers.

This spike in viewership comes at a crucial time for both the WSL and the Championship, as they are holding out for a new broadcasting rights deal set to begin after 2025. Both leagues smartly delayed signing earlier this year to avoid locking into a premature agreement.

The gamble absolutely paid off and the Women’s Professional Leagues Limited (WPLL), now in charge of the top two leagues, will be using these numbers as leverage in discussions over the next major TV rights deal which should include the BBC and Sky Sports amongst other suitors.

Streaming must remain free for A-League Women’s growth 

The A-League Women’s impressively saw a 114% increase in viewership on 10 Play, where every game is streamed for free, and 125% on Paramount+ for the 2023/24 season.

While a switch to YouTube seems unlikely given Channel 10’s monopoly over A-League football, it’s crucial to keep every game available for free on 10 Play if they want viewership to continue rising.

As the WSL and previously the NWSL have demonstrated, offering free streamed games draws in viewers of all ages and ultimately helps turn them into paying fans. The league’s primary focus should be on building an audience as quickly as possible.

Conclusion

The impressive figures from this season suggest that the demand for women’s football is only increasing.

The WSL has made a brilliant move that is sure to enhance the upcoming record-breaking broadcast rights deal, helping the league continue to improve both on and off the field.

The next step is to take it mainstream, and the Ninja A-League should look to follow the blueprint set by the WSL, which has demonstrated how to rapidly gain widespread popularity.

Major grant boost for women’s football in NSW

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NSW Government - Level the Playing Fund
Image credit: Football NSW

In a major win for women’s football growth in NSW, a $654,000 grant from the Federal Government has been awarded to support the ‘Play Our Way’ initiative for women and girls.

Football NSW’s ‘Empower Her’ project, focused on leadership, education, and inclusion for women in football, was among 120 grants awarded as part of the Federal Government’s $55 million scheme.

The grant will focus on three key areas—leadership, education, and inclusion—to attract, retain, and develop women in football. It will also support intersectional communities through initiatives like the NAIDOC Cup for First Nations youth and community sustainability efforts for priority groups via Football4All and the State Parafootball team.

Football NSW CEO, John Tsatsimas, mentioned the crucial role that the funding will have for Football NSW.

“The generous funding from the Federal Government will play a pivotal role in supporting Football NSW’s mission to expand and elevate female participation in football across the state, ensuring that more women and girls can thrive in the sport at every level,” he said via press release.

“Female football continues to soar following the incredible success of last year’s FIFA Women’s World Cup Australia & New Zealand 2023™.

“Over the past 12 months, female participation has surged by an impressive 23%, reflecting the growing enthusiasm and opportunities for women and girls in the sport.

“We are incredibly grateful to the Federal Government for their invaluable support. This funding will help us grow and create more opportunities for women and girls to participate in all facets of football across NSW.”

Sport Minister, Anika Wells, added her comments about the Play Our Way initiative.

“Play Our way is the single biggest package for women’s sport participation and facilities ever and these 120 projects will create greater opportunities for women and girls to enjoy being physically active,” she said via press release.

“The huge response to this grant opportunity, and the range of great project ideas, show that Australian communities want to be more supportive of women and girls.”

The grants are part of the participation stream, the first funding confirmed under the Albanese Government’s $200 million Play Our Way program.

A second phase of the Play Our Way program, focused on facility grants, will be confirmed soon.

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