Deploy Football’s Kurt Johnson on momentum generated from the FIFA Women’s World Cup

Deploy Football

With the FIFA Women’s World Cup on the horizon, Deploy Football is supporting women and girls of all ages to get involved in the game.

As Australia and New Zealand are showcased on the world stage, it’s a reminder as to the size of the sport and the growth of the women’s game.

Having partnered with leading state federations and clubs across Australia, Deploy is the go-to place to get women’s teamwear, apparel and equipment.

Predictably, there is set to be a boom in participation at least in the aftermath of the tournament, with Deploy catering for an already-popular sporting code.

Chief Commercial Officer of Deploy Sports, Kurt Johnson, spoke to Soccerscene about the need for tailor-made products and resources.

You specalise in two main areas, the first being footballs themselves – tell us about the developments you’ve made for young players coming through the ranks?

Kurt Johnson: As a brand, Deploy has always had a focus on junior development, but also safety.

We differ from larger brands in the fact that our balls sometimes are on the softer side. We do that because it does assist community footballers in general, but specifically females in terms of the touch, the control and how the ball is played both off the feet and off the head.

We are constantly developing different textures and different weights, with unique cushions of balls.

One thing we’ve been really at the global forefront of in recent years is developing junior training aids for footballs, that come in lighter versions.

We’re also working on footballs that can be used moreso in training, that are less in weight but still bounce and play like a traditional football. This specifically helps girls, because having a lighter product is better for their development and makes the game more enjoyable for them.

Thinking about the growth in participation for the girls’/women’s side, where does your teamwear fit in?

Kurt Johnson: For our teamwear, we have a complete female cut or female range for both on field and off field products.

We do this because female football is more in demand now and that they must have specific garments for their bodies. That’s imperative for clubs.

These days, most clubs won’t engage with a teamwear provider unless they provide specific female cuts.

So that’s one thing we’ve really invested in over the last few years – developing female cuts with female footballers, that’s for all shapes and sizes as well.

You currently have a product called Heading Pro, what does that involve?

Kurt Johnson: This is the product we have on the market at the moment and it was specifically designed for head education.

Our theory in developing this ball was based on rather than just banning heading of footballs, which they’ve done in other countries, we’ve taken the approach that we should educate people about the correct technique.

When you come to a real game, rather than hitting it off your nose or off the top of your head, you’re actually hitting it in the correct technique and neck position.

Concussion in sport is a major talking point – what has Deploy done to address this?

Kurt Johnson: This topic is the key reason why we developed a Heading Pro football, where it’s a 40% lighter ball which has been used in studies by the University of New South Wales. Their research has identified that the heading pro ball that it reduces head impact by up to 40%, as opposed to a standard size five football.

So that’s just one of the products that we have on the market that’s specifically designed for head impact, head education and the effects of concussion.

Additionally, we have a product called Headstrong. It’s a unique and comfortable headgear specific for football, as opposed to the Rugby type headwear that’s on the market. This is for players who are either conscious of their head protection, or those who are forced to wear protection from previous injuries.

We also support Boob Armour as a reseller of their product, where they offer protective breast inserts for female footballers that they can use, especially as there’s impact around the breast area.

Are there any trends you’ve observed in buyer behaviour from the Women’s World Cup?

Kurt Johnson: We’ve noticed a significant increase in ball sales from our clubs, purely due to participation increases.

As a football provider, we at Deploy have seen the direct result – I don’t know if you call it from the Women’s World Cup (I’d like to hope so), but there is definitely an increase in participation this season.

We’ve seen a huge increase in football sales, especially at the younger age groups, because there’s a lot more size threes sold than there normally would be.

In terms of the Women’s World Cup impact, I honestly can’t judge that just yet. I think there’ll be more flow-on effects after the tournament, rather than prior.

We might need to revisit this question in 12 months’ time to get a fully accurate picture.

Previous ArticleNext Article

‘We’re on our own’: Malvern City’s fight for a fair go

At Malvern City Football Club, the problem isn’t finding girls who want to play football.

It is finding appropriate facilities for their growing cohort of young girls to play at.

The club now has close to 100 girls in its female program, built up over the past six years. But at Sir Zelman Cowen Park, which Malvern City has called home for decades, there are no dedicated female change rooms or toilets.

Instead, there are shared facilities, public toilets and, according to club President John Hatzis, situations in which parents, coaches and team managers have had to effectively stand guard so girls can use the toilets without others entering.

“The problem we’ve got is that the public toilets are often locked, or they’re just not accessible,” Hatzis told Soccerscene

The result, he says, is a bizarre and frankly uncomfortable workaround: adults physically blocking the toilets so girls can use them.

That is the human face of what has become a much bigger argument about sporting infrastructure in the City of Stonnington.

It is the sort of arrangement that might have been observed decades ago.

Not something we see in 2026.

Malvern City isn’t a small club asking ratepayers to build it a palace.

It has more than 800 registered players. Its female program is approaching 100 participants. Its junior high-performance program is thriving, while its senior men’s side just earned promotion to VPL1.

And yet its president says the club has spent years being told, essentially, to wait.

“We’re doing everything right as a club,” Hatzis says.

“But every year around this time, we get teams of girls, we get teams of boys coming over to us and we’re saying, ‘We can’t help you. We just don’t have the facilities.’”

That should concern more than just football people.

Where Stonnington chooses to spend

Stonnington is not a municipality that pinches its pennies on sport – far from it.

The council recently completed the Stonnington Sports Centre at Percy Treyvaud Reserve, a $49.9 million project described by council as its largest-ever investment in community sport. The project delivered new facilities for tennis, lawn bowls, cricket, lacrosse, netball and basketball, as well as four indoor courts and more than 200 undercover car spaces. A project where the council contributed $45.9 million.

There are also millions more in the current and forward capital programs.

The 2026-27 budget includes $600,000 for maintenance and renewal works at Malvern Valley Golf Course. Sports-ground asset renewal and oval reconstruction programs amount to about $13.5 million over the forward program to be carried over the next decade. Pavilion renewal is worth roughly $7.3 million over the same period, while outdoor tennis facilities have a forward renewal program of about $3.3 million.

There is a roughly $10.4 million forward program attached to Central Park Pavilion and about $7 million for Waverley Oval Pavilion.

None of this means football is entitled to an equal slice of every dollar.

Many of these facilities are shared between sports. A cricket oval can also be an AFL ground. A sportsground renewal program can benefit soccer as well as football. Money allocated to floodlights or pavilions cannot simply be stamped with one sport’s logo.

A $66 million gap — and a question of priorities

There is no doubt Stonnington, too, has a legitimate argument on the other side.

Council has identified an enormous backlog of sporting infrastructure needs. Its own figures suggest about $124 million in required investment, with only about $58 million currently funded over the coming decade.

That leaves a gap of roughly $66 million.

The council cannot fix everything at once.

But that is precisely why the argument over Malvern City is worth having.

Hatzis does not dispute there are competing demands. In fact, one of the more revealing parts of our conversation was his admission that football itself bears some responsibility.

For years, he says, football clubs have simply found a way to survive.

“The squeaky wheel receives the oil,” he said.

“Obviously, we haven’t been squeaking enough over many decades and we’ve just made do with what we’ve got.”

That is a remarkably candid admission from a club president trying to make a case against his local council.

But Hatzis believes patience has run out.

A decade of planning, but no clear timeline

Malvern City has been at Zelman Cowen for almost half a century. The club says the pavilion dates back to the late 1980s, and despite repeated approaches to council, there is still no funded redevelopment of the facility in the current budget.

The council is now undertaking a 10-year Sport and Recreation Plan for Zelman Cowen, following consultation with more than 400 community members. The park contains five sports fields covering roughly 47,500 square metres and caters for football, Australian rules football, baseball, cricket, athletics and ultimate frisbee.

Council acknowledges that the precinct is under increasing pressure and that its future planning needs to consider accessibility, safety, gender equity and universal design.

But planning is not building.

And a plan without funding is a very long way from a toilet that actually works.

That is Hatzis’ frustration.

“We’re being constantly told that there’s a plan to redevelop Zelman Cowen,” he says.

“But the problem is that there is no funding.”

His estimate is that Malvern City could be seven-to-ten years away from seeing meaningful redevelopment.

Fair Access in policy, barriers in practice

That is where the council’s own rhetoric around women’s sport becomes important.

Stonnington’s sports infrastructure planning recognises that many older sporting facilities were not designed for equitable participation by women and girls.

That is not an abstract policy problem at Zelman Cowen.

There are girls standing outside a toilet.

There are parents being asked to intervene.

And there are young players who, he fears, could eventually decide that the inconvenience isn’t worth it.

“If they’re not willing to fund it, then how long can clubs fund it?” he asks.

That is the question Stonnington needs to answer.

Not because Malvern City should automatically jump to the front of the queue, but because the council needs to be able to explain why it has placed this particular queue in the order it has.

The comparison with other sporting facilities is inevitably going to be uncomfortable.

Hatzis points to the state-of-the-art facilities available to some AFL and cricket clubs. He points to major investment at Toorak Park and the new Stonnington Sports Centre.

His argument is that Malvern City would be prepared to meet council halfway.

Malvern City is willing to meet council halfway

The club would lobby state and federal governments. It would seek private funding. It would even ask its own support base to contribute.

“We’d be happy to go and lobby the state and federal government to help us with the funding,” Hatzis says.

“And even creating some private funding. I’d be happy to get our support base to help with that also.”

That matters, because this isn’t simply a demand that ratepayers write Malvern City’s club a cheque.

It is a demand for a pathway. Give us a plan. Give us a timeframe. Give us something to work towards.

Instead, Hatzis says, the message from council has become increasingly difficult to accept.

“The communication coming down the line that we don’t have any funding is absolutely wearing thin.”

Football’s missing support

One of the more damning parts of our conversation wasn’t even about the council.

Hatzis says he has repeatedly contacted Football Victoria seeking support. He says he has been told someone would contact him to begin an engagement process and that Malvern City is an important part of the fabric of Victorian football.

That call is yet to come, which raises an uncomfortable possibility: perhaps Malvern City’s problem isn’t just that it has failed to convince Stonnington; perhaps it’s that football itself has historically been too willing to accept second-best facilities and making do.

Football has grown enormously in the past 25 years, while girl’s and women’s football in particular has exploded across the past decade. Clubs are increasingly expected to provide pathways from junior participation to elite competition.

Yet the infrastructure beneath that growth has not kept pace.

A story bigger than one club

That is where Stonnington’s own Fair Access Policy becomes particularly difficult to reconcile with what is happening at Zelman Cowen.

The council says the policy is designed to address “known barriers” experienced by women and girls in accessing community sport facilities, before acknowledging in its budget that implementing Fair Access will require “significant new funding”.

It is a remarkable admission: the council recognises the barriers, recognises that its sporting infrastructure needs to change, yet the girls at Malvern City are still being asked to wait for the money to make that change happen.

Malvern City’s story is therefore bigger than one pavilion.

It is about what happens when a sport grows faster than the facilities designed to accommodate it.

And it is about whether councils can continue to promote female participation while asking girls to accept facilities that would be considered unacceptable in other parts of community life.

Stonnington says it has limited resources.

That is undoubtedly true.

But scarcity does not remove the responsibility to explain the choices being made.

If there is $600,000 available for one year’s renewal and maintenance at a golf course, if millions are flowing through tennis, pavilion and sports-ground programs, and if a $49.9 million flagship sporting centre can be delivered, then telling Malvern City simply that there is “no funding” is not really an answer.

It is only the beginning of the question.

Why that facility?

Why now?

Why them?

And why not Zelman Cowen?

Malvern City has spent decades making do.

Its president admits the club has not always been loud enough.

But over the last decade, that has changed.

“We’re doing everything right as a club,” Hatzis says.

“We need to be heard”

Perhaps the real test for Stonnington now is not whether it can find enough money to fix every sporting facility in the municipality.

It clearly cannot.

The test is whether, when the council sits down to decide who waits another decade and who moves forward. Malvern City, a club with more than 800 players, a senior men’s program that is among Victoria’s elite, and a growing cohort of girls can make a convincing enough case to finally move up the list.

Because asking girls to wait years for a proper place to change is not a particularly convincing way to build the future of women’s sport.

Netflix’s Women’s World Cup deal puts IMG’s technology in the spotlight

Netflix’s first exclusive football deal will see the next year’s FIFA Women’s World Cup at the centre of it’s live-sport strategy. The US-streaming service company has appointed IMG as its production partner for all 64 matches in Brazil, as well as more than 100 hours of live studio programming. The deal includes English and Spanish coverage for viewers within the US, and English and French-language coverage for those in Canada. IMG will also support Netflix’s coverage of the tournament’s draw in December.

The 2027 Women’s World Cup runs from June 24 to July 25 across eight host cities, and will be the first edition to feature 32 teams. The scale of the tournament makes it an ambitious first foray into sports broadcasting for Netflix – which means IMG’s involvement will be of great significance.

IMG’s production engine

IMG has built its reputation on producing and distributing live sport at scale. It’s Stockley Park, London facility includes broadcast studios, production galleries, edit suites and facilities for radio, podcasting, dubbing and visual effects. The company has worked across major properties including the Premier League, Major League Soccer and other international sporting events.

For a World Cup, this infrastructure provides more than a place to make television; it creates a central point where production teams can manage feeds, graphics, replays, commentary, editing and distribution while events are taking place thousands of kilometres away.

Remote production is the key

The most important technology for a tournament spread across eight Brazilian cities is connectivity. IMG has invested in remote-production workflows that allow production teams to work across locations, rather than putting every specialist inside each stadium. Its wider production operation has used fibre, satellite, cloud and IP-based connectivity to move live signals between venues and production centres.

That model can reduce the amount of equipment and specialist staff required at every venue while allowing senior producers, directors, replay operators and graphics teams to work from centralised facilities. IMG has also demonstrated long-distance IP production, including a 20,000-kilometre link between Tokyo and London that carried uncompressed, low-latency video. For Netflix, those capabilities are particularly relevant. The platform is building a single viewing experience for audiences in two markets, but the raw ingredients will come from stadiums spread across Brazil. A resilient network becomes just as important as the cameras themselves.

From stadium to stream

The technology chain does not end when the pictures leave the venue. A modern sports production operation has to manage ingest, replay, media asset management, graphics, audio, quality control, archiving and transmission. IMG’s facilities have been built around those workflows, with master control and transmission capabilities alongside post-production and archive operations.

That infrastructure also gives IMG the ability to turn the live tournament into a wider stream of content. A goal can become a replay, a highlight, a social clip or part of a studio package without waiting for the match to finish. For Netflix, that fits a platform built around on-demand discovery as much as live viewing.

A new test for Netflix

Netflix has already made a significant investment in football through documentaries and other programming. The 2027 Women’s World Cup takes it up a level. FIFA describes the agreement as the first competition Netflix has acquired in full, making the tournament a major test of its live sports operation. IMG therefore has a job that goes beyond producing 64 matches; it must help Netflix build the technical backbone for a month-long, multi-venue broadcast, while maintaining consistent production standards across languages and locations.

The viewer may simply press play and see a World Cup match appear instantly. Behind that button will be a complex network of cameras, connectivity, control rooms, production systems, people and data. That is the real significance of Netflix’s IMG deal: the streamer is bringing the tournament to its platform, but IMG is providing much of the machinery that can make a global football event feel seamless.

Most Popular Topics

Editor Picks

Send this to a friend