FFA makes clever choice with Gustavsson appointment

Football Federation Australia announced the appointment of Tony Gustavsson on Tuesday night, as head coach of the Matildas for the next four years.

The 47-year-old Swede will take up the role from the beginning of next year, with the chance to lead Australia’s most loved sporting team to World Cup success on home soil in 2023.

Before then he will have to prepare the current crop of Matildas stars for an Olympic campaign in Tokyo next year and an Asian Cup in India in 2022.

It is of little doubt, Gustavsson’s assignment is a very difficult one.

With four major tournaments (the final one being the Paris Olympics in 2024) in four years there will be a pressure to perform, as the FFA continue to prioritise women’s football in this country, to resurrect the overall outlook of the game.

But is he the right person for the job?

Initial impressions are positive, and on paper, the FFA seems to have made an astute appointment.

Gustavsson’s CV is well rounded with a deep knowledge of the women’s game.

His greatest achievements include winning two World Cups in 2015 and 2019, as an assistant to Jill Ellis for the US Women’s National Team (USWNT).

He was lauded as the “brains” behind the success of the USWNT in the subsequent World Cup victories, as his analytical and tactical execution was instrumental to their setup.

The newly-announced head coach of the Matildas also has an Olympic Gold Medal to his name, as an assistant in a USWNT squad led by Pia Sundhage in 2012.

In club coaching, he guided Swedish club Tyresö FF to the 2014 UEFA Women’s Champions League Final where they lost to German side VFL Wolfsburg.

Gustavsson’s extensive experience and familiarity in women’s football, his proven track record of success in major tournaments, alongside his willingness to maximise the potential of the current women’s squad, ticked a lot of boxes for the FFA and the panel charged with filling the vacant Matildas role.

“Having worked closely with some of the best female footballers and coaches in the world and, through his time with the USWNT, Tony has developed an excellent understanding of what it takes to prepare for and perform in the intense, high-expectation environments of major international tournaments,” FFA CEO James Johnson said.

“We believe that in Tony, we have appointed a coach who will not only surpass the benchmarks and criteria we set as an organisation, but the standards that are expected by our players, football community and fans.

“Throughout the process it was evident that Tony is eager to buy in to what we are working to build with the Westfield Matildas – a uniquely Australian team with a strong identity that is recognised as world class.”

While his impressive CV will contribute to the Matildas’ fortunes on the field, in his opening press conference he exuded enthusiasm for the project and presented himself as a passionate, colourful manager which will likely benefit the team off the pitch.

“To balance my passion (for the game and people), I also need to work with what I call ‘love and joy’,” Gustavsson said.

“Passion, love and joy.

“Love in the sense of loving the game, love to work with people, love the people for who they are but see them for who they can become.

“I want to create a culture where we embrace differences and work together every day to get one day better as an individual and as a team. Hopefully, together with the staff – I talked to the staff this morning and said, ‘without the staff, I’m nothing. I need the staff; I need a team behind the team; we need each other’ – and if everyone can bring their piece to the puzzle and we, together, make that puzzle beautiful, I think we can create a culture where everyone feels important and included.”

The question, of course, is how far can the Swede take this team?

He has spoken about having a proactive part in the process of producing the next batch of Matildas and with a governing body eager to invest in women’s football, it is a promising development for the long-term future.

But I’m sure the FFA realises the enormity of the upcoming World Cup in Australia and New Zealand.

It very well may be Australia’s best ever chance to win football’s biggest prize and optimisation for that tournament should be the main priority.

Will Gustavsson be able to deal with the expectation of a nation on his back at the World Cup?

The man himself doesn’t believe that will be an issue.

“I’ve experienced a lot of pressure throughout my career, both on the men’s and women’s side,” he said.

“I’ve been in that pressure cooker and know what it takes to deliver, when it means the most.”

As always, the proof will be in the pudding, but for now there is cautious optimism amongst Australian football circles around the appointment, which is refreshing to say the least.

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Community Spirit Shines on AFC Grassroots Football Day 2026

This week, Football Australia (FA) celebrated AFC Grassroots Football Day 2026, championing the people and communities who continue to hold up a safe, inclusive and supportive environment in the football landscape.

‘For all, for life’

In collaboration with Football NSW, Canterbury Football Association and community club, Balmain & District Football Club, the day reflected the very best of what football provides.

The event brought in participants of all ages – from 4-74 years-old – and reached a total of 400 people. Girls-only programs, all-abilities sessions and over-age football ensured all were catered for.

Such a diverse range of participants builds on a wider drive during FIFA World Football Week, which seeks to promote the sport not just as the dazzling lights of 100,000-seater stadiums, but as a way to foster community spirit and social development.

Furthermore, FA support through its Club Changer program was a welcome addition to the action, emphasising the organisation’s commitment to nurture a real love for the game across communities in Australia.

“Through Club Changer we support our clubs to provide a safe, fun and enjoyable environment where everyone is welcome; whether that be as a player, volunteer, referee or supporter,” explained National Program Manager Club Development at FA, Grace Lambourne.

“Everyone should feel they belong and are welcome to play, stay, and love the game.”

 

A welcome celebration

While the upcoming FIFA World Cup will no doubt inspire millions of future Socceroos and Matildas, events like the AFC Grassroots Football Day represent something beyond just inspiration.

It is a platform. An opportunity to express a love for football and to connect with others while doing so.

And connections between the professional and grassroots game is more important than ever if Australia is to nurture the next generation of talent.

This is particularly clear in the rise of women’s football across the nation. Since the FIFA Women’s World Cup, female participation rose by 32%, and registrations for the MiniTillies Program skyrocketed from 264 in 2023, to 1223 in 2024.

The professionals spark passion. But communities turn that passion into playing time.

That is why celebrating grassroots football – and the volunteers and families who sustain it – is a vital part of Australia’s football future. Together, FA and the AFC are creating strong foundations built on positivity, engagement, and inclusivity for all with a love for the beautiful game.

FA partners with Coca-Cola ahead of FIFA World Cup 2026

The two-year partnership will place the global soft-drink giants as the Official Supplier for Australia’s Men’s and Women’s senior national teams.

 

Global partner, global stage

As the Socceroos look to deliver performances on the pitch at this summer’s tournament, it is a move off the pitch which will capture the imagination of fans across the country.

Football Australia announced an exciting deal with Coca-Cola, designed to align the global reach of football – and of the brand itself – to unite and engage fans this summer as well as during the FIFA Women’s World Cup 2027.

Thus, through national campaigns featuring prize draws and the chance to access various rewards, Coca-Cola will help to drive passion and interest in upcoming major tournaments.

“This partnership brings together the global scale of Coca-Cola with the passion and reach of football in Australia, creating new opportunities to connect with fans across the country,” explained FA CEO, Martin Kugeler, via press release.

“The upcoming FIFA World Cup 2026 represents a key moment for the CommBank Socceroos, and the Coca-Cola campaigns will help bring supporters closer to the team through unique and engaging experiences.”

Furthermore, with the FIFA Women’s World Cup 2027 also set to enjoy similar campaigns by Coca-Cola, the partnership’s impact and reach will extend across both the men’s and women’s game.

 

Marketing power

As football continues to grow – both in financial power and population reach – collaborations with global brands are now an expected aspect of tournament build-ups.

The Royal Spanish Football Federation (RFEF) also struck a deal with fashion brand Loewe, set in place for the next four years. In a similar vein, England’s off-pitch teamwear will feature the marks of both Nike and Palace Skateboards, while France will receieve their prematch jersey from Nike and Jacquemus.

This is the state of the landscape. Aligning global brands and household names with a sport capable of reaching billions at once.

Values, reach and connecting with fans. Three key ingredients to a successful collaboration.

Such alignment is key to the partnership between FA and Coca-Cola, as recognised by Managing Director, Coca-Cola Europacific Partners, Orlando Rodriguez.

“For nearly 90 years, Coca-Cola has been a part of the fabric of Australian life – bring people together through shared moments,” said Rodriguez.

“Partnering with Football Australia reflects our continued commitment to connecting communities through experiences that unite the nation, with the CommBank Socceroos and Matildas at the heart of that.”

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