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FFA seeks to bring AFC youth women’s qualifiers to regional Australia
Football Federation Australia (FFA) has submitted a second bid to host Asian Football Confederation (AFC) youth women’s qualification fixtures in Australia in 2021.
Round one of qualifiers for the AFC U-20 Women’s Asian Cup 2022 are scheduled to take place in March next year.
FFA has already bid, along Cessnock City Council, to host a round one qualification group for AFC U-17s and furthermore partnered with Greater Shepparton City Council with the aim of hosting a round one qualification group for AFC U-20s.
If FFA’s bid is successful, three or four Asian nations would join the Young Matildas in regional Victoria for a tournament that would inject significant investment into the local economy.
“We are excited to have partnered with Greater Shepparton City Council to submit another bid to host AFC youth women’s football content in Australia next year,” said James Johnson, FFA CEO.
“This bid – alongside our submission with Cessnock City Council announced in August – aligns with our vision to host more national team matches on home soil, particularly in the lead up to our hosting of the FIFA Women’s World Cup in 2023.”
Johnson added that FFA remains acutely aware of the ongoing COVID-19 restrictions and guidelines in Victoria and nationally, meaning any event FFA event would only be held in close cooperation with authorities.
“We recognise and acknowledge Greater Shepparton for their foresight to work with us on this bid, which may result in some of the potential stars of 2023 featuring in regional Victoria just two years prior to the FIFA Women’s World Cup on our shores.
“The tournament will be a wonderful opportunity for our future stars to showcase their talent in front of friends and family. Football is a global game and we want to create more opportunities for our communities, particularly in regional Australia, to see international matches and connect with the game,” he said.
Greater Shepparton City Council Mayor, Cr Seema Abdullah, said the potential hosting of the qualification tournament would help her region on its road to recovery from the COVID-19 pandemic.
“Council is very excited to partner with FFA to bid for such a prestigious international women’s tournament. Securing an event of such calibre would be a real coup for Australia and our region,” Cr Abdullah said.
“Our community has a proud football history and it would be great for the promotion of the sport in Australia and so inspiring to see our country’s best junior women’s footballers go up against Asia’s best, in our own backyard at the Shepparton Sports City precinct.”
“Local businesses in our visitor economy are doing it tough right now and if the tournament is secured and safe to go ahead it would be a real boost to our business community.”
Cisco and FIFA partnered up for the 2023 FIFA Women’s World Cup with one goal in mind; to produce a flawless broadcast experience for lovers of football around the world.
An industry leader in connecting and protecting the largest sports and entertainment events in the world, Cisco deployed its networking technology across nine host cities and 10 competition venues.
Cisco’s network also connected the non-competition venues necessary to support the operation of the FIFA Women’s World Cup 2023, including the International Broadcast Center (IBC), which deployed Cisco’s IP Fabric for Media solution to allow for the secure and efficient delivery of 4K content to fans everywhere.
Cisco’s core values consist of their commitment to connect more people and things, and power a more inclusive future for all which played a big role in how their network team would be selected.
Cisco used the partnership with FIFA to make history, with an All-Female Cisco Networking Academy team being tasked with the huge role of providing a fantastic broadcast across all 64 games in the tournament.
FIFA’s Director of Technology Jose Ignacio Fresco discussed the success of the partnership with Cisco, which enabled the tournament to run smoothly in the network space as record numbers were achieved.
“Technology enabled the biggest sports event in women’s sports history to happen through an amazing partnership with Cisco. It was possible through such an amazing network and through such a wonderful, united team we have,” Ignacio Fresco said via video.
“Having a strong, reliable, scalable and secure network is the key component to make sure it happened without any single problem. Cisco and FIFA both prepared and planned for this huge wave of support that was expected for such a brilliant tournament.
“I see the success of this year’s FIFA Women’s World Cup was not just the victory of Spain, it was the victory of women’s football. New role models, new stars for the girls and the boys. A tournament that moved the world to a beautiful, inclusive future with the beautiful game.”
The delivery of quality and flawless digital and TV content has never been so important in the current sporting landscape, and this success by Cisco played an underrated role in the positive impact the tournament will have on fans around the world.
Before becoming Brand Director of Nike Pacific – an organisation he’s been part of since 2015 – Nick Atkinson knew very early on that he’d be working in football.
Growing up in Wales of the UK, he was brought up through the school, college and university system that paved the way for his passion to come to life.
From starting off with his first training session at Wick Dynamos in West Sussex, football has been a consistent part of his life.
In this interview with Soccerscene, Nick discusses his role of Brand Director in more detail, Nike’s involvement with the Matildas, working with Sam Kerr and giving back to the grassroots level.
As Brand Director, can you outline your role in helping promote football?
Nick Atkinson: I’ve been involved with Nike since 2015 and even before becoming part of the swoosh family, football has very much been something I am deeply passionate about.
I remember during the final round of my job interview for Nike, I was asked why I wanted to join the team. I didn’t give a great answer, but I had said that I wanted to work on a brand that propelled the game of football and had close ties to the World Cup. And I feel that my love for the game really shined in that moment.
Since taking up the role I’ve been fortunate to be part of so many firsts – seeing how football can uniquely unite and inspire people and nations.
With Nike’s level of global impact, I am aware of the responsibility and part I play in shaping how our athletes are seen, and leading this work on home soil has been a dream.
The Women’s World Cup in Australia and New Zealand for example, was a major project that I led. It was Nike Pacific’s most significant investment in a sporting moment yet – from unmissable out-of-home, a world-first tiktokumentory, football accelerator legacy programs to the first female football-led retail door – the Dream Arena.
I’m immensely proud of what we, as a team, achieved to build a better game for all. It makes all the work we do behind-the-scenes so satisfying when we know it means that the next-gen athletes will have new-found heroes to look up to.
On a local level, after personally playing eight to nine seasons in Victoria’s state and metro leagues, I knew I wanted to get Nike involved as there was so much potential for impact at that level.
Seeing so much success in the sport both at the domestic and international level is a true highlight.
Nike proudly sponsor the Matildas; how do you reflect on FIFA Women’s World Cup 2023?
Nick Atkinson: I’ve worked with both our national teams (Matildas and Socceroos) for many years and have had so many amazing moments – I even remember a free-kick competition with Brett Emerton and Mark Bresciano in 2016 on ANZ Stadium!
If you look at the Socceroos performance in 2022, you can say it’s the ‘greatest assist’ before the 2023 Women’s World Cup because they had set that benchmark for performance and awareness across the country and reignited football.
This year’s tournament has undeniably been a generational moment for sport and culture, having the global tournament on home soil and the home team of the Matildas was the moment to accelerate sport into the future – we know sport creates change, and this was the largest accelerator of women’s sport and culture for the next five years.
The Matildas post tournament are now household names and have shown the world the power of women’s sport. From record-breaking crowds, jersey sales and viewership – the Matildas continue to inspire us all with their captivating performances and genuine love for each other, their fellow athletes and the game.
It felt like it’s been a while coming, but we saw the nation finally galvanise and get behind our national teams – and without a doubt, we’ll look back on the 2020’s as the greatest decade of women’s sport.
Living and breathing football in both my professional and personal life, I can say that we’ve got such a unique Australian football identity. We’re in arguably the most dynamic period that Australian football has ever seen and we’ve opened the sport up to the most diverse audience, which is so exciting and refreshing.
What did you make of user/social media engagement throughout the World Cup – was there anything significant you or your team saw in relation to aspects like shirt sales?
Nick Atkinson: We started working on our plans almost the day after the bid win got announced, so we were 100% ready going into the Women’s World Cup.
We have so much equity and history to elevate women’s sport at Nike, so this wasn’t new for us and has been a journey we’ve been on for a very long time.
When you look at a Matildas match, it is so different compared to the Socceroos. For example, lots of school trips and big groups of young fans, so that is really amazing.
One of the things that we anticipated was going to happen, was the emergence of new voices wrapped around this game. We knew this moment would be successful because it opened opportunities to grow and nurture these new voices in the game. That was one of the rewarding elements, to see different sections of the media and social platforms emerging to give us a new and youthful perspective on the sport.
Our partnership with TikTok saw the creation of 1000 Victories – one of the most successful pieces of media that we worked on through the Women’s World Cup.
This was co-created with a young generation of fans who emerged with a point of view on football and women’s sport. That enriched the game and really took it to new heights, making it bigger and more diverse and gives people a bunch of ways to be involved.
Sam Kerr is hugely popular in Australia and overseas – what was it like building her brand campaign?
Nick Atkinson: It’s been amazing, this is something I’ve personally worked on for a really long time, I’ve enjoyed and am so proud of.
It’s not only Sam but the whole group that we’ve had a relationship with for so long now and that has allowed us to get to know who they are as individuals as well as athletes.
To build a brand plan, you do need to have that full understanding of a person or team to work out how to best approach it.
I placed Sam in her first brand campaign for Nike in 2017 for the launch of the Mercurial Superfly 360 boots. That was at a time where she had just came off winning a Golden Boot in the NWSL and we knew at that point, we had a superstar on the rise.
We featured her in the launch campaign for the boots using billboards and the like, as well as an athlete experience at Rebel. We had an incredible turnout, not only from supporters but across the entire community.
At that time, it was clear that Sam had that star power to take her even further which proved to be the case. Fast Forward and she’s shared a few Mercs with Cristiano Ronaldo and Kylian Mbappe.
I’ve had the privilege to get to know Sam over the many years of collaboration and it has helped us build a strong, authentic platform and brand around her journey.
There’s nothing that we believe in more at Nike than listening to the voice of the athlete and doing work that resonates with them – such as their values and beliefs, and what they stand for. An example of this is something we’ve always told Sam, “We’ll get it right on the pitch first and then build from there.”.
The journey has been amazing and to be part of that is truly special. Our goal is to support Sam and build her brand while she’s delivering ground-breaking performances on the pitch and creating an unbreakable connection with fans.
More broadly, at Nike we believe that it’s not a one-person team with the Matildas by any stretch.
We have an incredible roster of athletes across the Matildas such as Elle Carpenter, Steph Catley, Kyah Simon, Alanna Kennedy, Mackenzie Arnold, Hayley Raso and more, and we’re focused on supporting and elevating the whole roster.
Our brand investment in the Women’s World Cup was the single biggest investment we’ve ever made in this country to elevate the team. We were prepared, we started early and I believe played a critical part in connecting the fans and the team.
You are also supporting Fitzroy Lions Soccer Club – what is it like switching back to the grassroots level and giving back?
Nick Atkinson: Football would not happen without volunteers at the grassroots level – it’s an area of the game that we really believe in and want to have a positive impact.
I shared my story coming through the UK, starting out in grassroots football, and being one of those kids that had to hustle for rides from other people’s parents, or ride my bike to games with my brother, and wear my boots until they fell apart, I know what a huge enabler it can be for kids. Getting involved in Fitzroy Lions has been a real personal love of mine.
We’ve been partnered with Fitzroy Lions Soccer Club since 2018 – they are an incredible organisation where many of the kids come from refugee families and football plays a critical role in uniting that community. It’s where you really feel the power of the world game.
Our relationship started simply, going down to training sessions to meet the team and see what they’re about – they are a rare team in Australia that offers a route into structured league football for kids whose parents can’t quite afford it normally, in a sport that can be quite expensive to play. Through the time spent with them, I really got to know the kids and their families.
It was so enriching and an awesome experience where the club simply provides the opportunity for everyone and eliminates those barriers that people face when looking to play.
So many of us at Nike live and work around those communities so it’s a great opportunity to directly support people related to what we do. We’re proud to be part of something like this and seeing the smiles on the kids’ faces when they’re playing on the field is a real highlight in my career.
Excitingly, like many other grassroots clubs, they have seen a 200% increase in girls participating this season which is so encouraging.
In addition, we’re in the fifth year of naming rights for the Nike FC Cup and recently announced the Nike FC Accelerator Program. This is a four-year commitment with Football Victoria to drive gender equity in the sport by increasing the number of female coaches and giving better access to football at The Home of Matildas.
Overall, we want to provide equal opportunities and this is the legacy that Nike wants to leave in the long run to drive the sport forward.
