Football Australia and TikTok combine to launch national team accounts

Staff Writer
TikTok
Image credit: Solen Feyissa via Flickr

The CommBank Matildas and Subway Socceroos have launched TikTok accounts, as part of a new collaboration between Football Australia and the social media platform.

In what will be the most exciting 12-months for Australian football in the sport’s history as both senior national teams compete in their respective FIFA World Cups, their TikTok accounts complement the teams’ existing digital and social media offerings and provide an opportunity to create fresh and unique content for fans, including exclusive behind-the-scenes access for Australia’s two most popular national sporting teams.

Peter Filopoulos, Football Australia Head of Marketing, Communications and Corporate Affairs. said via press release:

“Football is the world game and with TikTok having over a billion users globally, this new partnership is an exciting one for both the CommBank Matildas and Subway Socceroos.”

 “Our senior national football teams resonate deeply with all communities and our playing group have a strong following both at home and abroad. These TikTok accounts present the opportunity for fans to engage with both teams in a different and unique way, using the power and popularity of short-form mobile video.

“With our Subway Socceroos taking on the world at the FIFA World Cup Qatar 2022 and our CommBank Matildas to take centre stage when Australia co-hosts the FIFA Women’s World Cup 2023, we are using this moment in time to engage new and diverse audience, and not only entertain and educate but inspire a new generation of footballers through this presence on TikTok.”

TikTok will feature images and content of both CommBank Matildas and Subway Socceroos in out of home and above the line campaigns.

Jonathon Oake, Sport Business Development for TikTok APAC, added via press release: 

“We’re excited to partner with Football Australia to launch both the CommBank Matildas and Subway Socceroos on TikTok.”

“During a time of incredible excitement for football here in Australia, we welcome them both to our platform which reaches millions of Australian sport fanatics. I have no doubt that this partnership will deliver some of the best content we have seen on TikTok, all whilst we cheer for them from the sidelines!,” Oake concluded.

The launch of CommBank Matildas and Subway Socceroos on TikTok, follows the highly engaged Football Australia TikTok account @footballaustralia which was one of the first TikTok accounts to be established in Australia.

Follow the CommBank Matildas on TikTok @Matildas

Follow the Subway Socceroos on TikTok @Socceroos

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Victory unites with Roasting Warehouse in culture-led partnership

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Image credit: Melbourne Victory

The Melbourne-based anf family-owned business will join the Victory family, uniting two institutions which represent the city’s culture and identity.

A partnership with local roots

As the newest partner of Melbourne Victory, Roasting Warehouse joins forces with a vital part of the city’s sporting landscape.

The club’s Managing Director, Caroline Carnegie, outlined why the partnership bears so much value to both parties.

“We are excited to collaborate with Roasting Warehouse, a community-oriented destination for high-quality coffee, proud of its foundations in Melbourne,” said Carnegie via official media release.

“Football and coffee sit at the epicentre of Melbourne’s culture. The two go hand-in-hand, consistently at the centre of the conversation that stirs Melburnians, which is no different to the conversation sport and Melbourne Victory stir in the State.”

Indeed, this is a partnership which combines the identity, passions and culture of an entire city, therefore giving it the foundations required for long-term, mutual success.

Representing the best of Melbourne

Both Victory and Roasting Warehouse are hugely successful in their respective industries. They are institutions with community-oriented philosphies, who pride themselves on craft and quality.

“We’re incredibly proud to partner with Melbourne Victory, a club that represents the heart, passion, and ambition of Melbourne,” revealed Roasting Warehouse Head of Brand, Alexander Paraskevopoulos.

“As a Melbourne-founded, family-run business, supporting a team that means so much to the local community feels very natural for us.”

Furthermore, through their high-quality blends, Roasting Warehouse will look to prepare Victory’s players and staff for high performances on the pitch as the seasons nears completion.

But this is about far more than just fueling athletes.

This is a partnership which embodies and unites two of Melbourne’s greatest strengths and cultural markers – a connection forged from the city’s very own DNA.

 

For more information about Roasting Warehouse, click here.

Football NSW supports Female Coaches CPD as Women’s Football Surges

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Football NSW has used the platform of the AFC Women’s Asian Cup to deliver a targeted professional development workshop for female coaches, bringing together scholarship recipients for an evening of structured learning and direct engagement with elite women’s football.

Held at ACPE last month, the session was open to female coaches who received C or B Diploma scholarships through Football NSW in 2025. Coaching accreditation carries a financial cost that disproportionately affects women, who are less likely to have their development subsidised by clubs or associations operating in underfunded community football environments. Scholarship access changes that equation at the point where many women exit the pathway.

Facilitated by Football NSW Coach Development Coordinator Bronwyn Kiceec, the workshop focused on goal scoring trends from the tournament’s group stage, with coaches analysing attacking patterns and exploring how those insights could translate into their own environments. The group then attended the quarter-final between South Korea and Uzbekistan at Stadium Australia.

The structure of the evening mattered as much as its content. Female coaches in community football rarely have access to elite competition environments as a professional resource. The gap between the level at which most women coach and the level at which the game is analysed and discussed tends to reinforce itself. Placing scholarship recipients inside a major tournament, as participants rather than spectators, closes that gap in a way that a classroom session cannot.

Female coaches remain significantly underrepresented across all levels of the game in Australia. The pipeline that will change that depends not only on accreditation access but on the professional networks, peer relationships and exposure to elite environments that male coaches have historically taken for granted.

The workshop forms part of Football NSW’s ongoing commitment to developing female coaches through scholarships and structured learning opportunities.

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