Dan Birrell Confirmed as Football Victoria CEO

Football Victoria (FV) has officially appointed Dan Birrell as its Chief Executive Officer following a competitive national recruitment process.

Birrell has served as Interim CEO since March 2025, during which time he delivered significant improvements across both the organisation and the wider football community.

His leadership over the past six months has been credited with reshaping internal culture, strengthening stakeholder relationships and aligning day-to-day operations with FV’s long-term strategic plan.

Before stepping into the interim role, Birrell was a senior member of FV’s executive team with responsibility for Football Operations. His previous positions within the organisation have included oversight of commercial programs, refereeing, coaching, high-performance initiatives and player pathways, giving him an extensive understanding of Victorian football.

The FV Board confirmed that the decision followed a rigorous process managed by an independent agency and drew a strong field of qualified candidates.

Birrell’s appointment provides continuity and stability as FV continues to deliver on its strategic goals and support the game’s rapid growth across the state.

Dan Birrell expressed his excitement and pride in his own appointment after hard work behind the scenes in recent months.

“It is an immense privilege to lead Football Victoria,” he said in a press release.

“I am incredibly proud of the progress we have made together over the past six months, and I look forward to continuing to work with staff, clubs, government and partners to build an even stronger, more united football community.

“Football is the most inclusive and accessible sport in Victoria, and I am committed to ensuring that it continues to thrive for generations to come.”

Birrell joined Soccerscene for an episode on the Off the Pitch Podcast whilst he was interim CEO, where he discussed topics like the cost barrier for juniors, marketing the NPL better in this state, and ensuring more stability in the organisation.

It will be interesting to see how he implements the many different plans he has discussed and with his experience in football operations, he can drive a bigger change on the pitch than we have seen before with previous CEO’s

Click below to listen to Birrell speak about his plans for Football Victoria on Episode 11 of the Off the pitch Podcast, which is available on all major podcasting platforms.

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Football Australia Expands Mental Skills Program for Match Officials Amid Sustained Focus on Referee Retention

Football Australia has confirmed a second national webinar for match officials, led by sports psychologist Dr Liam Slack, extending a referee development series introduced after strong engagement with an initial session on managing match-day pressure.

The upcoming session, themed “parking with purpose,” will focus on decision-making strategies designed to help referees process on-field calls and reset attention quickly across a match that can present hundreds of individual decisions. Dr Slack, who also consults with The Football Association and the AFC Referee Academy and previously spent over a decade as a performance psychologist with the Professional Game Match Officials Limited in England, brings substantial elite-level experience to a program open to officials at every level, from grassroots to professional.

The theme builds on work Dr Slack has already delivered within Australian officiating. He recently led a session with Football Australia’s National Referee Academy on the same concept, framing the ability to consciously park a decision and refocus on the next phase of play as a trainable skill rather than an innate trait, one that separates officials who reset quickly under pressure from those who don’t. He has also addressed more than 100 Football Australia elite match officials and staff on developing a stronger match-day mentality, an indication of how embedded this psychological framework has become across the officiating pathway rather than remaining a one-off intervention.

The expansion of the webinar series reflects a broader shift in how football administrators are approaching referee attrition. Rather than treating retention purely as a recruitment or pay problem, the program signals an institutional acknowledgment that the psychological demands of officiating, particularly the compounding pressure of split-second decisions under public scrutiny, are a material factor in whether officials remain in the game.

It rests alongside other measures adopted across Australian football in recent years, including visible identification programs for junior referees and structural reviews of referee departments at state federation level, all aimed at the same underlying issue: a shrinking pool of match officials relative to demand.

Football Australia has not detailed metrics for assessing the program’s impact on referee numbers, though the recurring engagement of an internationally credentialed specialist across multiple tiers of the officiating pathway suggests sustained institutional investment in the approach.

Football Victoria elevates fan enjoyment with Streets partnership

Football Victoria (FV) revealed last week a new partnership with ice cream giants, Streets. The brand will become an exclusive ice cream partner for the next three years.

 

An iconic brand for joyful experiences

As a well-known and popular ice cream brand with people all around the nation, Streets will now look to support the fan experience in Victoria through its products.

It reflects FV’s commitment to delivering a family-friendly and memorable experience for spectators. Both on and off the pitch, the organisation is striving to elevate the experience for fans and families alike.

“Football Victoria is always looking for ways to elevate the experience at The Home of The Matildas, and this partnership does exactly that,” explained FV Executive Manager of Commercial and Facilities, Chris Speldewinde.

“It’s a fantastic fit for our community and we’re looking forward to what the next three years will bring.”

Furthermore, Senior Brand Manager at Streets, Ryan Katz, emphasised the brand’s role in community sport and in creating memories beyond the action on the pitch.

“Streets is proud to join Football Victoria as its exclusive ice cream partner,” Katz said.

“There’s nothing better than enjoying a great game with a classic ice cream in-hand, and we’re excited to be part of those moments across the state.”

 

Understanding community football

Community football is all about these moments. Sunny days, the family together, and a sweet treat in-hand while supporting a local team alongside friends and neighbours.

This is why a partnership between FV and Streets is particularly important.

Not for its commercial value, but for what it tells us about both parties’ understanding of what matters to fans. From young fans to experienced matchday-goers, everyone wants to find enjoyment while watching the game.

And while the 90 minutes of action is the focus, the experience of a local matchday is truly defined by interactions with fellow supporters and smaller – but no less significant – moments of happiness during the day.

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