Football Australia unveil association with LEGO Group

Avatar
Football Australia

Football Australia has announced its partnership with the global toy brand the LEGO Group for a multi-year sponsorship aimed at assisting in building the future of women’s football.

With an ambition to build a more inclusive future for football at the heart of the partnership, the three-year deal will see LEGO Australia become the first official partner of Football Australia’s Legacy ’23 programs which look to inspire and develop the footballers of tomorrow.

With nearly two million participants nationwide across 2,400 community clubs, football is Australia’s most diverse and representative sport and through the bold and ambitious Legacy ’23 strategy, football plans to leave an everlasting legacy for the sport beyond the global tournament being hosted in 2023.

Football Australia CEO James Johnson warmly welcomed the addition of LEGO Australia into the football family as a partner with strong shared ambitions for empowering the next generation.

“Legacy ’23 is our opportunity to transform Australian football through impactful and long-lasting tangible benefits from our co-hosting the FIFA Women’s World Cup Australian and New Zealand 2023TM,” Johnson said in a statement.

“It is an opportunity that Football Australia has grasped with both hands, and we have achieved some significant milestones for the game to date.

“We know the power of play through football and the transformative opportunity it can provide for our participants and their families, and we are proud to have on board a partner like LEGO Australia who shares our values and vision.

“This exciting partnership with the iconic global LEGO brand alongside our iconic national teams and our Legacy ’23 plan presents an incredible opportunity for collaboration as we seek to inspire Australians.

“The next 12 months will be a true game-changer for our sport as we continue to bring our vision for legacy to life and make Australian football more inclusive and accessible. We are delighted to have LEGO join us for this journey.”

LEGO Australia will also become an Official Partner of the CommBank Matildas and Subway Socceroos with at-game branding, branded content campaigns and consumer promotions to feature over the course of the partnership.

The news also comes after LEGO was announced in the Laureus Sport for Good Index (released on November 7 2022), a global index which identifies those brands that, through collaboration, innovation and creativity are making a significant contribution across the 17 Sustainable Development Goals (SDGs) as laid out by the United Nations.

The first deal of its kind with a sporting organisation in the Asia-Pacific region, LEGO Australia is investing and collaborating with Football Australia to celebrate the power of her and how she plays.

LEGO Australia & New Zealand Vice President & General Manager, Troy Taylor added via press release:

“This exciting new collaboration with Football Australia forms part of our ambition to inspire positive change for future generations.

“We believe that the benefits of play, such as building confidence, creativity, and communication skills, are felt by all children, yet unfortunately, led by society, we still experience stereotypes in what activities including sports, children are encouraged to do, based on their gender.

“At the LEGO Group, we know we have a role to play, to champion inclusive play and help give children the confidence to succeed.”

Football Australia and LEGO Australia will officially launch their partnership this Saturday when the CommBank Matildas host Olympic silver medalists Sweden at AAMI Park at 2.45pm.

Previous ArticleNext Article

Australia’s Urban Sporting Landscape changing with smart surfaces

Avatar
Image Credit: National Sport Convention

At the National Sports & Physical Activity Convention (NSC25) innovations in synthetic, natural, acrylic, and hybrid sports surfaces will be central in response to tackling pressing environmental and health concerns.

The convention is set to kick off on June 25-26, 2025 at Melbourne’s Convention & Exhibition Centre.

The event is dedicated to Sports Surfaces and it highlights it will showcase how cutting-edge surface technologies are revolutionising public spaces, creating durable, safe, inclusive and sustainable environments that get communities moving.

Some innovations on show include Polytan, which has unveiled eco-friendly long pile turf solutions engineered for intensive use whilst slashing environmental impact through sugar cane-based polymers rather than traditional petroleum derivatives.

Hybrid systems such as POWERgrass’s approach combine natural grass with synthetic reinforcement, delivering enhanced traction, comfort, and can withstand up to 30 hours of weekly play.

Meanwhile, acrylic surfaces versatility allows multiple sports to share the same surface with exceptional durability, making them perfect for pocket parks.

Despite their advantages, synthetic surfaces face scrutiny over environmental and health implications, particularly concerning microplastics and heat retention.

The NSW Chief Scientist’s comprehensive report identified critical knowledge gaps, sparking industry-wide moves toward alternative materials.

Martin Sheppard, Managing Director of Smart Connection Consultancy and author of the ‘Smart Guide to Synthetic Sports Fields,’ emphasises the importance of evidence-based decision making.

“These surfaces will address common perceptions and challenges associated with synthetic surfaces, providing evidence-based insights into player safety, environmental impacts, and surface playability,” Sheppard explained via National Sports and physical activity convention media release.

NSC25’s keynote presentation, ‘Designing Active Urban Places,’ will explore comprehensive strategies for future-proofing cities to promote healthy, active lifestyles.

The session features Kristen Clark from the Heart Foundation, who will unveil the fourth edition of the ‘Blueprint for an Active Australia,’ alongside Professor John Cairney from the University of Queensland, discussing movement-friendly urban design principles.

The convention’s PitchFEST session will showcase practical innovations including acrylic pocket parks, multi-sport surface designs and environmentally conscious long pile turf solutions.

These initiatives address a concerning reality: only 17 per cent of Australian youth currently meet recommended physical activity guidelines.

The focus on creating opportunities for youth recreation and unstructured play reflects growing recognition that accessible, well-designed sporting infrastructure plays a crucial role in community health outcomes.

Through collaboration between government agencies, industry leaders and community stakeholders Australia is becoming a world leader in building healthier, more active communities whilst maintaining environmental stewardship.

As urban density continues to reshape our cities, these surface innovations offer hope that every Australian can access quality sporting facilities, regardless of where they call home.

AI and Tech Transforming Australian Community Sport

Avatar
Image credit: National Sports Convention

Community sport across Australia is undergoing rapid change, driven by artificial intelligence, digital innovation, and emerging technologies.

These innovations are changing the way community and school sports operate, connect with people, and foster more inclusive, efficient, and vibrant sporting environments nationwide.

Martin Sheppard, CEO of the National Sports & Physical Activity Convention, highlighted the magnitude of this change.

“We’re witnessing a game-changing moment where technology is not just supporting sport – it’s redefining it. From grassroots to schools, digital solutions are enabling smarter operations, deeper engagement, and more inclusive environments. At this year’s Convention, we’re bringing together the pioneers of this transformation to ensure every club, school, and community can benefit,” he said via press release.

As outlined by the ASTN, the sports technology sector in Australia is now a well-established industry worth $4.69 billion, featuring over 765 active businesses.

This development shows a strong national push to utilise innovation to solve problems, boost efficiency, and grow opportunities across community sport.

At the forefront of this transformation is the AI, Digital & Sports Tech stream at the 2025 National Sports & Physical Activity Convention (NSC), set for June 25-26 in Melbourne.

Highlighting innovations from AI-driven analytics to mobile apps and immersive virtual tools, this stream will explore how technology is reshaping community sport.

Griffith University researchers in Queensland, collaborating with VALD from Brisbane, developed a rapid test that identifies high ACL injury risk in athletes within 10 minutes, supporting coaches to implement personalised prevention.

NSC’s AI, Digital & Sports Tech stream will highlight visionary ideas and key figures shaping sport’s future.

The Impact Keynote session, ‘Embracing Technology to Impact Sport’, will feature Dawid Naude, CEO of Pathfindr.ai, and Andrew Walton, Managing Director of Sports Tech World Series, discussing how AI and machine learning empower clubs to optimise their operations and enrich member engagement.

Afterwards, the ‘Embracing AI to Be More Inclusive’ panel will consider how commercial technologies from around the world are being applied to grassroots levels, featuring insights from Martin Schlegel (ASTN), Yasmin London (Qoria), and Brent Richardson (Enrichd Group).

To learn more about the National Sports & Physical Activity Convention and the AI, Digital & Sports Tech stream, click here.

Most Popular Topics

Editor Picks

Send this to a friend