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.
