Dr Shona Bass delivers powerful speech outlining the growth of women’s football in Australia

Dr Shona Bass

In the recent Football Victoria Community in Business (FVCIB) Half-Time Luncheon, Football Victoria Hall of Famer and Matilda cap #2 Dr Shona Bass delivered a powerful speech about the history of women’s football in Australia – before the Matildas embark on a huge step forward when the nation co-hosts the FIFA Women’s World Cup with New Zealand.

The domestic and international successes have included the introduction of the W-League in 2008 as well as The Matildas becoming AFC Asian Cup champions in 2010. The women’s game in Australia is only progressing further in the current day and this World Cup will bring millions of new eyes to the Matildas team and their culture.

Shona Bass, originally from Greensborough in Victoria, was part of a group of pioneers in 1974 who started a state competition with enough teams for two divisions – western and eastern.

In 1979, history was made when The Australian Women’s National Team competed in their first ever ‘A’ international, facing Trans-Tasman opponents New Zealand. Shona Bass was part of the 16-women squad who participated.

No governments were willing to pay an expense for the women’s teams to travel abroad, one of the major obstacles that Shona mentioned in her recent speech.

She worked multiple jobs in order to pay for the privilege of putting on the Australian shirt and it was symptomatic of the troubles they faced earlier in the development of women’s football a decade earlier.

Eventually, Bass would be involved in coaching and player development and was studying for a career in teaching at the time.

“Being a full-time footballer as a woman in Australia at the time was beyond dreaming,” she explained in the speech.

Bass outlined the importance of taking a stand and progressing the game for women in order to create the current environment that has allowed them to co-host the World Cup.

“There have been key pivotal moments in Australian Women’s football, and my own journey, and its those things that bring us to the world stage right now,” she said.

Bass summarised her speech by explaining that how against all the odds and disapproval from the men in the 70’s, they were able to create a force and change for women.

She also mentioned that the courage to make mistakes, persistence to pick themselves up from major obstacles and a healthy group of advocates by her side were the main reasons for their overall success in building a foundation for the next generation of women to progress.

It’s the three C’s that were vital in her journey; Choice, Chance, and Change.

“I cherish the strong women contributors who tirelessly invested and supported the women who played the game, and the game itself,” Bass said.

“You must make a choice to take a chance, or your life will never change.”

The growth of the game has grown exponentially over the last 25 years in particular, with the 1999 Women’s World Cup marking a stepping stone in how the players were treated.

Australia still did not have much attention and respect, with the Matildas forced to train with second-hand equipment from the Socceroos, not getting paid and with very few games to play. However after that event, the 2000 Sydney Olympics provided them with a great chance to leap forward into the mainstream, and they took advantage of that opportunity.

Even in the current day, with the excitement, sold-out crowds, and parades around the country, there has been a lack of a real media push or presence through advertisements to sell the event as something even bigger than what it already is. A talking point that highlights there is still a long way to go in the progress of making the Matildas a household name in the country.

There is absolutely no doubt that the roaring success of the Matildas in this century would not have been possible if it was not for some of the amazing and inspirational people that brought the women’s game out of decades of obscurity in the 1970’s, with Shona Bass being one of them. Her hall of fame status in Football Victoria ranks as a symbol of her impact.

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GIS Sydney continues to connect students with Australia’s sports industry

Following the launch of its Sydney campus in 2025, the Global Institute of Sport (GIS) is continuing to establish itself in the nation’s sports industry. A leading provider of degrees and executive education in sport, GIS provides students the chance to study at two of Australia’s biggest sporting venues: Allianz Stadium and the Sydney Cricket Ground (SCG).

Programs such as Sports Analytics and International Sports Business are delivered in collaboration with the University of Newcastle, and feature the chance for students to gain exclusive access to the sports industry.

More than 50 guest speakers have shared their experience with students studying at GIS Sydney, representing organisations like FIFA, Red Bull, Cricket Australia, and the AFL. While learning about the regional and national sports industry in the classroom, students have also had the chance to gain an international perspective through GIS’ signature Global Sports Summits, which have given Sydney students access to iconic sporting venues around the world from London to Miami.

Outside of the iconic venues students can call their classrooms, the organisation prioritises the real, industry placements needed to put theory into practice by providing each student with 140 hours of relevant work experience throughout their studies. Included in this are several sporting organisations who are keen to welcome GIS students on board, including the Professional Football Scouts Association (PFSA), Football Coaches Australia, and Basketball NSW.

GIS also has a partnership with popular network and app Yakka Sport to connect students with paid employment opportunities while they study.

Behind these advancements at the GIS Sydney campus is an Industry Advisory Board which features a host of experienced figures from the world of sport. Included in the Asia-Pacific branch is Chair James Rosengarten, GM of the Melbourne Renegades; Kevin Jang, Managing Director of CAA Stellar Korea; and Brad Lloyd, GM of the Carlton Football Club.

Since launching, GIS’ Sydney campus has ultimately combined its locations and industry connections to provide the next generation of sports professionals with the knowledge, network, and confidence to tackle the rapidly evolving sports industry.

Brazil is coming. But what is the real price of bringing football’s giants to Australia?

There is something undeniably exciting about Brazil coming to Australia. The five-time World Cup winners will face the Socceroos twice in Queensland from Friday, with Townsville and Brisbane set to host the blockbuster fixtures.

For Australian football, these are the kind of games that should be anticipated, celebrated and capture the public’s attention. But they also raise questions: how much should Australian football pay to bring the world’s biggest nations here, and when does the bill become too big? 

The cost of bringing the big names

Australia has always paid up to bring big names down under. Last week’s NFL game in Melbourne, at a cost of between $10 and 15 million dollars to the Victorian Government, is just the latest example.

It could cost the same amount to bring Brazil to Queensland. A report in The Sydney Morning Herald last year revealed Brazil was reportedly seeking around $7.5 million per match to play in Australia. The fee is in line with other major international events; Western Australia reportedly faced a bill of around $12 million in taxpayer funding for the recent Perth Italian Football Festival.

I’m worried Football Australia won’t get return on investment to make this particular event worthwhile. The enormous fee to bring Brazil to Australia can’t immediately be justified as an investment in our footballing future. Instead, Football Queensland and the state government could have put these funds into grassroots facilities. Part of Football Queensland’s scrapped state headquarters investment plan was to spend $8.5 million to refurbish fields, lights, drains and irrigation at Mappas and Meakin parks. Instead of these plans to invest in the state’s youth players and academies, money has been spent on two international friendlies.

So ahead of the fixtures, the question remains: will these games inspire the future generation, and will participation grow? The NFL match was impossible to ignore: a sold-out MCG and a live audience of 2.1 million on free-to-air, not even including those watching on ESPN and Netflix. Football Australia is not simply buying 90 minutes of football; it is buying the attention that comes with Brazil. So let’s see if they can maximize returns. 

Ticketing Tells a Story

Ticket sales provide insight into the interest in the fixture. Brisbane has sold much quicker than Townsville, but neither have sold out as yet. The fact these games didn’t immediately sell out may be considered surprising as there is a genuine appetite in Australia for elite international football at the moment, evidenced by SBS’ World Cup viewership numbers of 17.1 million.

Brazil is bringing some of its brightest stars: Vinicius Junior, Raphinha, Bruno Guimaraes, Marquinhos and Endrick are among the headline names in their squad. The star power is there. So why haven’t these matches sold out? There’s a chance it comes down to the competition and the visibility of the event.

The viewing problem

The timing of this fixture could raise eyebrows amongst fans. As much as Australia and Brazil will draw huge crowds, both games fall on either side of the AFL Grand Final. The 2024 AFL Grand Final, which involved Queensland’s Brisbane Lions, drew over 4 million viewers on free-to-air. Brisbane, who have won the last two premierships, will feature once again on Grand Final day. Therefore, fans who could’ve attended may instead be making the trip to Melbourne.

Then comes the strangest part: one of the fixtures Australia will play will not even be available on free-to-air television. The Townsville match will be shown free on Network 10 and 10 Streaming, as well as Paramount+. The Brisbane match, however, will be available exclusively on Paramount+. That creates a disconnect. If governments and football administrators are spending millions to bring a global sporting brand to Australia, why should a large section of the Australian public need a subscription to watch the second match?

The Brisbane game is behind a paywall, limiting the national reach of the event. Reach is surely part of the justification for spending big on Brazil, it’s not just that 50,000 people get to sit inside Suncorp Stadium. It is that millions of Australians get exposed to the spectacle and if that audience is restricted, the value of this fixture is limited.

A solution could be to spend the money on advertising the match to the public to try to generate interest across streaming and free-to-air. With less than a week until the first game I don’t believe the advertising has done enough to generate enough interest to justify a $15 million price tag for the two game series. 

The Brazil friendlies will be spectacular. They should attract big crowds, create memories and give the Socceroos an excellent test against one of football’s most recognisable nations. But for the appropriate return, attention must be measured. Does this fixture carry on the Socceroos hype and keep the eyeballs of the general public on our sport? I’m not convinced. However, if these matches bring new fans to football, strengthen the national team and create lasting investment in the sport, the enormous price tag could still be justified. But if they simply produce two nights of football before the attention disappears, then Australian football has paid a premium for a very expensive show.

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