FCA CEO Kelly Rourke discusses future ambitions for Australian football coaching

Kelly Rourke

Football Coaches Australia (FCA) CEO Kelly Rourke has certainly had an unorthodox career on her way to taking over this role in December last year, but her wealth of sports administration experience paired with her glaring passion for football promises to help coaches in Australia progress further than ever before.

Off the back of the Matildas World Cup success and after state federation annual reports suggesting a sizeable increase in the number of coaches participating, Australian coaching education and wellbeing has never been more of an integral part of our local game.

In an interview with Soccerscene, Rourke discusses her career journey to the present day, her overall ambition for the future of local coaching in this role and how she will empower female coaches as the game surges in popularity.

About yourself, how was the journey to becoming FCA CEO? What roles have you done and what is your background in football?

My background is in policing believe it or not. Majority of my career to date has been involved in various roles of policing from patrol work to investigations so that’s the big backbone of my career and is what ultimately brought me over to Australia from England. I came out and joined the police here, got recruited whilst I was still in England because they were on the search for specialist skills.

I’ve been involved in sport my entire life. Back in the day when I was a teenager, I played for Bradford City and Huddersfield Town so I’ve been involved in football for as long as I can remember as a player. I eventually got stolen by Rugby League and played for England.

When I got to Australia and left the police, I got into various different jobs including a Management Executive role, one with Tabcorp and ultimately, I ended up becoming an administrator for the NRL which is where I get my sports admin background from.

I’m also a chairwoman for a centre in South Australia called The Marjorie Jackson-Nelson Centre for Women’s Sport which is a government-funded project that will initially go for four years where we are doing a 12-month course for females to try and bridge the gender gap across all sports, all levels and all roles.

It’s not been an obvious career where I’ve worked in sport or football my entire life, but football is by far the first sport that grabbed by attention, and my career background would probably surprise a few people.

Do you have an overall plan or ambition for coaches in Australia as the CEO of FCA?

I think we need to try and offer something like the PFA does, I think a big goal for us this year that we will try to achieve is standardised contracts in the APL and NPL. We need to be securing the futures of our coaches in order to keep the talent in Australia and also to foster coaches from Europe and across the world to come over here, and that only happens with the introduction of standardised coaching contracts across the professional leagues.

That includes formalised grievance procedures, dispute resolution, tribunals. I just think it is long overdue, we really need to be safeguarding the development of our coaches but also their wellbeing. That’s got to be our starting block, we need to secure that and then hopefully we can float it out to the APL and across community football. If we don’t take care of their wellbeing, we are going to lose coaches and without coaches, there is no football.

Working with the A-Leagues and the FA on coach development is one of our most important goals. We’ve got to be driving change forward and offering similar services to the PFA who are a great organisation to learn from.

For the local game, what’s FCA’s role in encouraging a growth in the number of local coaches?

We do a lot of coach education so the FA have moved to the UEFA way of coach development, so it used to be that coaches obtained points in order to retain their licences but now its hours. We’ve been working closely with the FA to understand what it looks like and ensure that we can deliver meaningful coach education to our coaches, and we do that free of charge to our members. We host workshops and webinars with top coaches to help with that.

As a woman in power, are there any moves that you’re making to bridge the gender gap for coaching in Australian football?

I’m not sure when FCA brought me in they had a female in mind, they just wanted fresh eyes and someone enthusiastic, and I do this role because I love it and am passionate about the game, I still play and heavily involved with coaches and community football. They wanted to bring someone who had the knowledge of the game that’s got a lot of sports administration experience behind them which I do have.

The FA have invited me to a Women’s football summit in June and I think that really shows there is progress with the FA for the fact I’ve been invited. Obviously, I want to increase opportunities for our female coaches, we’ve only got two head coaches in the A-Leagues. It was good to see Emily Husband get announced as coach of the year and we’ve got Kat Smith who didn’t have a job until a few weeks out from the season when Western United snapped her up, so we really want to drive and show the female coaches the pathway.

Being a woman does it encourage that? Of course it does for me because I know what it’s like to be an athlete or a coach and not have those opportunities so a big part of my role will involve creating more stabilised roles for our coaches but also creating the pathway for women to nurture the talent we’ve got.

We need to see more female coaches in NPL teams and in the A-Leagues for sure and I think Emily [Husband] winning coach of the year is a great start, I can’t celebrate that enough.

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Exclusive Interview with President of PLFC David Cvetkovski: How Preston Lions and the NST format are reviving Australian football’s heart and soul

The National Second Tier competition is taking on a different approach from the traditionally planned home-and-away format, with Football Australia announcing it will be a ‘Champions League’ style format starting in October 2025.

With the introduction of this format, Football Australia announced the following in regards to fixturing:

– NPL season will conclude in September before all clubs take three weeks off in preparation.

– In October, they will move in to the nationwide NST format involving the eight foundation clubs.

– There will be a group stage where the final positions will determine the fixtures for the Quarter Finals stage followed by the Semi-finals and Final which will wrap up by December.

– It will be a precursor to a full home-and-away NST.

For historic clubs like Preston Lions, one of the eight foundation clubs getting involved next season, it provides an opportunity to take that next step towards professionalism and bring back the passion that football has been missing in the top flight.

In a conversation with Soccerscene, Preston Lions President David Cvetkovski touched on several important topics surrounding the recent announcement.

He discussed the financial success of the Preston Lions, how the new format is enhancing the development of young talent, the importance of preserving the traditions of clubs founded by migrant communities, and the need to celebrate these historic ethnic clubs by bringing people together as a united football community.

PLFC’s Financial success

Preston Lions have emerged as one of Australia’s most successful football clubs, known for drawing massive crowds, strong merchandise sales, and a dedicated membership base. But what’s the secret behind their financial success, and how have they set the blueprint for other clubs moving into the NST?

Club president David Cvetkovski attributes this success to identifying and maximising key revenue streams that go beyond just match-day ticket sales.

“The key pillar of our strategy was to pinpoint the main revenue areas for football clubs—not just ours, but for all clubs,” he said.

“The success started by elevating the gameday experience for football fans, who on average might spend $20-25 dollars on a Canadian Club, chips and Kebapi roll so there’s a $25 to $55 per head potential there when the product is right.

“We then went to sponsors, we have 120+ sponsors but what’s the value proposition for them? What’s the merchandise like? Well the improvement in our merchandise sales in the last four years is incredible. What we’ve done is provide custom ranges that our merchandise team have designed the T-shirts that people enjoy. We love the fact that every Preston supporter has a Preston garment.”

Cvetkovski emphasised that match-day revenue is only part of the equation. “Every club has loyal supporters, but how can they buy that hoodie or Canadian Club or Kebapi at the right price? Because canteen and gates revenue make clubs but merchandise and sponsors elevate them” he continued.

“It’s no secret that we have the biggest attendance figures in Victorian football and with the South game, we had over 6,000 people, and we had an online portal to capture ticket sales so we’ve been innovative in driving the key revenue streams otherwise without it, you’re at risk as a club.”

David Cvetkovski at the 2024 Preston in Business launch event. (Image credit: Preston Lions Football Club Facebook)

NST format improving player development

The introduction of the new NST format is providing clubs with greater flexibility to secure player contracts and create optimal conditions for their development.

While Australia continues to produce top-tier talent, the path to recapturing the golden generation of 2006 lies in ensuring that the NST system allows players to focus on football full-time.

Cvetkovski highlighted how this change will transform clubs like Preston and others, offering younger players more opportunities to shine on the biggest stages.

“From a footballer’s perspective, I have to usually contract them for 26 weeks in VPL1, next year in NPL1  would’ve been 26 weeks + potentially three finals so 29 games, but with the NST I’ve been able to contract and take better care of both our young and mature footballers,” he said.

“They’re now being contracted for 40 plus weeks of games but they also need to do 8 weeks of preseason so it’s over 40 weeks. This makes football richer, not only financially, but us being able to play younger kids.

“40% of our team is under 23 years of age. The A-League this weekend had heaps of kids involved because of the budget reduction and this  is fantastic for the game. How do we create a platform for kids to play and let these kids find out at 22, 23 or 24 that they are still a baller.

“Look at Jordy Bos who played through the City academy, broke through at 18 almost 19 and played a few years before making a move to Belgium and now he’s playing for the Socceroos at 21. We need 17 Jordy Bos’ in the Australian team, that’s a generation! and Preston are following the same path,” he concluded.

Return of cultural heritage

During the transition from the NSL to the creation of the A-League, many of today’s NPL clubs boasted a proud history of players and staff representing their cultural heritage with passion.

These clubs served as symbols of identity, reflecting not just individual families but entire communities, offering a sense of belonging through football.

Cvetkovski is committed to preserving these traditions at Preston, ensuring that the club’s strong Macedonian roots remain a core part of its identity as they move forward whilst also encouraging the other NPL clubs to work together to achieve the same goal.

“It is the first time in a while, that we have signed 6 or 7 Macedonian boys to stay true to our heritage, the response from supporters, sponsors and members has been incredible and I’m encouraging other clubs like Avondale, Knights, Heidelberg, South [Melbourne] etc to do the same,” he said.

“You can’t get away from South’s Greek community or Marconi’s Italian community and this makes the fabric of the game richer.

“People ask why is Preston so successful? Because we stay true to our community in one sense, yes, we’re Australian but how good is the multicultural landscape of Australian football!

“I want to work together with our rivals, who are also our friends, so that when Preston plays away at these grounds, they make money.

“There’s no secret to enjoying a game. We go there, have a few drinks and something to eat on a Friday or Sunday night out and watch a good game, it’s entertaining. We’re in the entertainment business at the end of the day.”

Cvetkovski at Preston vs Pascoe Vale 2023 (Image credit: Preston Lions Football Club Facebook)

Uniting the many cultures in Australian football

These historic ethnic clubs, built by migrant communities with a deep love for football, are making a significant return to the mainstream.

They represent the foundation upon which the beautiful game in Australia was built, and the generational loyalty fans have for their local clubs and communities is finally being recognised again.

Cvetkovski passionately spoke about the importance of uniting all cultures in the top flight of football, regardless of background, to celebrate the shared love of the game and foster a sense of community across the sport.

“There’s opportunity to respect the cultural backgrounds of the clubs. I think we went too far towards cleansing the game but the migrant story of Australia is something that should be celebrated,” he said.

“My best friends are Greek, Italian, Croatian,  Bosnian, I don’t care, do I? I’ll sit in any coffee shop; I don’t care where I sit. Let’s bring that friendship to football.

“The new way of thinking is making it about the game, removing any political agendas and making football the star.

“The South [Melbourne] game there was no animosity, there was nothing but celebration of football between two communities who traditionally are rivals.

“They realise now they have a lot more to lose if they get it wrong versus working with each other to make it right,” he concluded.

David Cvetkovski with Football Australia (Image credit: Preston Lions Football Club Facebook)

Football Australia is beginning to recognise that the true beating heart of the game lies with these foundation clubs, which have not only survived but thrived since the dissolution of the NSL.

Their passion, rich history, and deep-rooted respect are unmatched in Australian football and this announcement signals an exciting new era for fans across the country.

If the South Melbourne vs Preston match earlier this year is any indication, the spirit of the game is well and truly alive, bringing back the sense of unity and pride that Australian football has been missing.

More on the details of the newly announced NST here.

Football Australia announces new format and October 2025 start date for National Second Tier

Football Australia has officially announced the launch of the National Second Tier (NST) competition, a key milestone in its commitment to advancing domestic club football in Australia.

Following extensive workshops and consultations with the eight NST Foundation Clubs, Football Australia confirmed the NST will kick off in October 2025, highlighting the best in Australian club football through a modern and sustainable competition model.

Key Aspects of the 2025 NST Competition:

Commitment to Play: Football Australia, the NST Foundation Clubs, and stakeholders are committed to launching the NST in 2025, aligning with the strategic goal of connecting Australia’s football pyramid and elevating iconic clubs to a national level.

Competition Structure: The NST will feature 16 teams, starting with group-stage matches and culminating in an elimination Finals Series. This structure is designed to balance sustainability with competitive integrity and commercial appeal.

Team Composition: The eight NST Foundation Clubs will gain automatic entry and be joined by eight invitational clubs, selected from the Member Federation NPL State Premiers, forming a truly national competition.

Season Timeline: The NST season will run annually from October to December, featuring nine match day rounds and concluding with a Championship Final in early December. This timeline aligns with the Domestic Match Calendar, ensuring optimal scheduling for players, fans, and stakeholders.

Brand Launch: Football Australia will unveil the competition’s official name, brand identity, marketing materials, and trophy design in the coming months, setting the stage for a memorable inaugural season.

Football Australia CEO James Johnson shared his excitement about the NST: “The introduction of the National Second Tier is a landmark moment for football in Australia. Following productive discussions with our eight Foundation Clubs and consultation with other stakeholders, we are committed to creating a competition that not only elevates our game but also enriches the football community at all levels. The National Second Tier will provide a new platform for iconic clubs to showcase their talent and connect with fans nationwide.”

Football Australia will continue collaborating with NST Foundation Clubs, Member Federations, and stakeholders to finalise the operational details for the competition.

Over the past year, Football Australia has conducted two detailed Request for Proposal (RFP) processes to select NST clubs. With advisory support from BDO, 14 clubs across six states and territories have met the technical requirements for the NST RFP process.

Of these 14 clubs, six did not meet the financial requirements for a standalone NST home-and-away league before the June 2024 deadline. Football Australia will monitor these clubs as they strengthen their proposals.

National Second Tier
Marconi Stallions announced as a founding club of the National Second Tier.

Additionally, Football Australia will initiate a third NST RFP selection process, extending eligibility to clubs outside the initial Expression of Interest and focusing on underrepresented regions to identify additional foundation clubs.

The eight clubs announced in November 2023—APIA Leichhardt FC, Avondale FC, Marconi Stallions FC, Preston Lions FC, South Melbourne FC, Sydney Olympic FC, Sydney United 58 FC, and Wollongong Wolves FC—remain central to the NST’s future and will continue as foundation members.

The six additional clubs that have met the NST RFP technical criteria are Adelaide City FC, Caroline Springs-George Cross FC, Gold Coast United FC, Gungahlin United FC, South Hobart FC, and Sunshine Coast FC.

Further updates will be provided as the NST evolves, with a standalone NST home-and-away league remaining a key strategic goal once minimum requirements are met.

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