Football Australia hails record sports investment

Football Australia applauds the ASC’s historic $385 million investment to boost high-performance and participation through the “Win Well” and “Play Well” programs.

This funding underscores the vital impact of sport in Australian communities and enhances pathways from grassroots to elite levels.

Football Australia is delighted to receive $6,319,500 in funding for the period from January 1, 2025, to June 30, 2026.

  • Win Well funding: $5,379,000
  • Play Well funding: $940,500

This marks a 25% boost in high-performance funding from the previous cycle, reinforcing football’s status as Australia’s favourite team sport and its expanding impact both on and off the field.

This investment will enhance Football Australia’s efforts to develop the game across all levels. The Win Well funding will back high-performance programs, equipping the Subway Socceroos, CommBank Matildas, CommBank ParaMatildas, CommBank Pararoos, and Youth National Teams for global success.

It also fortifies talent pathways, coaching, and advancements in sports science and medicine.

The Play Well funding emphasises grassroots development, fostering inclusive participation, and ensuring safe, welcoming spaces for players, coaches, and volunteers nationwide. As Australia’s largest participation sport, football has seen remarkable growth in women’s and girls’ involvement, driven by the success of the FIFA Women’s World Cup Australia and New Zealand 2023™.

Football Australia CEO, James Johnson commended the Australian Government’s dedication to sport and emphasised its positive impact on football.

“This record investment from the Australian Government is a testament to the power of sport to inspire and connect our communities,” he said via press release.

“The increased funding through the Win Well program will enhance our ability to compete on the global stage, while the Play Well program enables us to bring the joy of football to more Australians, ensuring inclusive, safe, and welcoming environments for all.

“I would like to sincerely thank the Federal Minister for Sport, the Hon Anika Wells, and the Australian Government for their unwavering support and belief in the future of Australian football. This funding will empower us to build on the incredible momentum of our game, uniting Australians through football and preparing our athletes for success on the road to Los Angeles 2028 and Brisbane 2032.”

Football Australia is dedicated to achieving excellence in sport and increasing opportunities for all Australians to participate in the world’s most popular game.

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SBS expands Australian Championship broadcast coverage for 2026

The Australian Championship will enter its second season with an expanded broadcast partnership between Football Australia and SBS. The 2026 competition will feature two live SBS broadcasts in every round, marking an increase from the tournament’s debut season.

Thursday night football will form a key part of the new broadcast schedule. The opening match will see Preston Lions face Wollongong Wolves on October 15th, with the game broadcast live on SBS2 and SBS On Demand. Saturday football will also remain part of the free-to-air schedule; first up, Sutherland Sharks’ clash with South Melbourne on October 17th will be shown live on SBS and SBS On Demand.

The expanded agreement gives the competition a greater presence across SBS’s linear channels while retaining its full streaming coverage, with every match across the 2026 Australian Championship available live on SBS On Demand. The platform also provides full replays and highlights for viewers to access at their discretion.

In addition to SBS’ coverage, Football Australia will also stream the competition via YouTube.

The Australian Championship consists of a six-round group stage, finals beginning at quarter-finals from November 26, and a Grand Final scheduled currently between December 10-12.

It features 16 clubs from seven states and territories. The broadcast schedule places several historic fixtures in front of a national audience: South Melbourne will meet Sydney United 58 in a repeat of the 1999 NSL Grand Final, and Sydney Olympic and Marconi Stallions will also renew a rivalry that includes NSL Grand Final meetings in 1989 and 1990.

IMG takes commercial lead on inaugural FIFA ASEAN Cup

IMG has been appointed to lead the global commercialisation of the inaugural FIFA ASEAN Cup, giving the new Southeast Asian national-team competition an established international sports business partner ahead of its first edition.

Under the strategic partnership, IMG will manage worldwide media and sponsorship rights sales while also overseeing broadcast production for the tournament, which takes place from 24 September to 5 October across Indonesia and Hong Kong, China.

The inaugural competition will feature 14 national teams, including all 11 ASEAN members alongside guest nations, with matches split between two divisions. Division 2 fixtures will be played in Jakarta and Badung, while Division 2 matches will be played in Hong Kong.

The agency’s role will include selling sponsorship and media inventory internationally while helping establish the broadcast infrastructure required to present the tournament to audiences outside Southeast Asia.

The partnership builds on IMG’s existing strategic relationship with PT Garuda Sepak Bola Indonesia, which has been working with the Football Association of Indonesia since 2025 on areas including commercial strategy, media rights, production and digital development.

For FIFA, the tournament creates another international football property in a region with a large and increasingly connected football audience.

For IMG, it adds another major regional property to a football portfolio that already includes competitions and organisations across Europe, the Americas, Asia and Africa.

The immediate challenge will be turning the inaugural tournament into a sustainable commercial property capable of attracting broadcasters and sponsors beyond its first edition.

If successful, the FIFA ASEAN Cup could provide Southeast Asian national teams with a recurring commercial platform while giving IMG another foothold in one of football’s developing markets.

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