Football Coaches Australia upholds the need for fair pay and suitable employment conditions in coach survey report

FCA

Football Coaches Australia (FCA) – Australia’s national Association for supporting qualified coaches at professional, semi-professional and community levels – have today released a report outlining the importance of upholding fair pay and suitable conditions for coaches. The report coincides with the Australian Professional Leagues’ (APL) announcement of an expanded Liberty A-League season, and Football Australia’s (FA) recently published Domestic Match Calendar (DMC), for the period of October 7, 2022 to October 7, 2023.

The report comprises the results of two independent surveys conducted by FCA, during Season 2021-22, in partnership with The University of Queensland. The first – a National Premier Leagues (NPL) and A-Leagues (APL) coach survey – was conducted in October 2021, and the second – a Liberty A-League coach survey – was conducted in March 2022

The report can be read in full HERE.

Throughout FCA’s discussions with Australian football’s professional and semi-professional coaching cohort, it was made clear that many did not feel secure enough in their employment to negotiate contract terms, especially where there is not a Collective Agreement in place, which can lead to the potential exploitation of coaches, particularly in women’s football.

The release of the survey report aligns with FCA’s discussion with FA, and the APL, regarding the adoption of an A-Leagues coaches’ standard contract and a national grievance resolution process.

Consultation between FCA and the APL will be an ongoing process. A joint FCA and APL working group, comprising FCA Executive Committee members Phil Moss, Sarah West, Catherine Cannuli, Brad Crismale and Glenn Warry, and APL senior management Danny Townsend, Greg O’Rourke, Helena Dorczak and Emma Burrows, will undertake these discussions over the coming months.

Football Australia (FA) has previously committed to shifting cultural perceptions by focusing on women in leadership within their membership of ‘Male Champions of Change’. A key focus of the FA plan is ‘How do we define gender pay equity in football and what steps and commitment is required to close the gap?’. As Australian football moves towards the conclusion of the FA Equality, Diversity and Inclusion Plan (2019-2023), FCA believes actions are now required to apply the gender equity framework for women coaches.

The Liberty A-League coaches believe that the expansion of the Liberty A-League makes the discussion around their employment conditions highly relevant. For many Liberty A-League coaches, their ability to sustain their coaching roles within their current portfolio football coaching careers, or in combination with their full-time jobs, is extremely difficult.

FCA has identified that there is an inequity regarding employment conditions, and what coaches are paid, in the A-League Women compared to A-League Men, and an inequity regarding what women coaches are paid. FCA believes the following will provide an excellent framework for all coaches – Men and Women:

  • A-League Standard Contracts/Grievance process.
  • Improved employment conditions and opportunities for coaches within the Liberty A-League.
  • Salary bands for Assistant coaches, Goalkeeping Coaches, Analysts.
  • Working with FA and APL to action the gender equity framework for women coaches within the FA Equality, Diversity and Inclusion Plan (2019-2023).

At this stage FCA have not completed any research into the commercial viability and funding model for the ALW. FCA is keen to work with the APL and Professional Footballers Australia (PFA) on this model.

Danny Townsend, Chief Executive Officer at the APL, stated:

“At the APL we are committed to creating and maintaining the highest standards and conditions for players and coaches in professional football. The FCA Coach Surveys Report has produced important findings that the game needs to address and we welcome the chance to work with FCA and other important stakeholders in the football pyramid to tackle them collectively.

“We support the move to standardise coaching contracts, and we also want to work with our clubs to increase the opportunities being given to women coaches in professional football, as well as safeguarding better conditions for all coaches across the A-Leagues.”

Phil Moss, Football Coaches Australia President, stated:

“The coach surveys that FCA conducts are a critical piece of work designed to give our members a voice on the challenges we face, specifically around working conditions. The results, in context, show we have work to do in terms of improving those conditions. Coaching is a profession – a highly skilled profession – which must have working conditions commensurate with the role.

“The proactive, positive and solution focused approach shown by Danny Townsend, and his team at APL, aligns brilliantly with ours and fills us with confidence that there is light at the end of the tunnel. Together we can work through the issues and arrive at a place that will play a significant role in taking the game forward in Australia.

“Increased opportunities for coaches in the men’s and women’s game is a great start and we are pleased to be working closely with APL and other stakeholders within the game to implement standardized working conditions, including but not limited to standard coaching contracts.”

Sarah West, Vice President Football Coaches Australia, stated:

“The expansion of the Liberty A-League is certainly a positive step in the right direction for Australian Football, however important steps must be taken to ensure it doesn’t thrust those working in the league deeper under the poverty line.

“Coaching is a demanding role with significant pressures, expectation and responsibility, and the wellbeing of coaches depends on the ability to earn a live-able wage which fairly compensates for their responsibilities and real working hours.

“As shown by the FCA Independent surveys of Licenced Football Coaches report, around half of the coaches and 75% of the analysts working in the Liberty A-League last year held a job outside of football and all of them found juggling both roles challenging. That’s not the best situation for Australian football.

“Furthermore, the number of coaches – Head Coaches, Assistant Coaches and Analysts – who are being paid less than the Australian minimum wage rings major alarm bells.

“We can’t expect to produce the best possible football product and be confident that our players are being adequately protected, cared for and their needs catered for if our coaches – the people ultimately held responsible – are stretched so thin just trying to pay the bills and keep their heads above water.

“This situation is also counter-intuitive to growing coaching talent, because many great people walk away before they reach their potential, due to the challenges of managing several jobs, families and maintaining good mental health.

“It’s great that the APL and other stakeholders have agreed to come to the table to address this important issue. If we don’t – there will simply be no enduring legacy left from next year’s Women’s World Cup.”

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‘Wunderbar’ – FC Bayern turns to enterprise AI with Wonderful partnership

FC Bayern Munich is taking another step into the world of artificial intelligence after agreeing to a three-year global partnership with enterprise AI company Wonderful. The deal makes Wonderful the German club’s Official Enterprise AI Partner until 2029. The partnership will focus on putting AI into real-world use across Bayern’s operations, rather than limiting it to experiments or demonstrations.

AI to assists Matchday Fan Services

Wonderful’s first project will target one of the busiest and most varied areas of the club: matchday fan support. Specifically, initial implementation will be an AI agent designed to provide digital ticket support. Matchdays create a huge spike in demand for customer service for all manner of reasons: fans may struggle to access tickets, encounter account problems or need help with time-sensitive issues shortly before kick-off.

Bayern plans to use Wonderful’s technology to handle these requests faster than previously. Instead of each individual case entering a traditional support queue, the AI agent can process requests instantaneously, interacting with the club’s existing systems to hopefully resolve it. The aim is simple: get fans answers in moments, and into their seats!

The system will be integrated into Bayern’s existing technology environment – important as the AI will not operate as a separate chatbot disconnected from the club’s data and systems. It is being designed to work within the infrastructure Bayern already uses.

How Wonderful AI works

Wonderful describes its platform as an ‘enterprise AI system built to create, operate and improve AI agents.’ Those agents can perform tasks rather than simply generate text. They can work with company data, access connected systems and complete multi-step processes. The platform uses a system of reusable “skills”. Each skill can contain the instructions, tools, information and checks needed to complete a particular task. An agent can then use the appropriate skills depending on what a user needs.

For Bayern, that could mean an agent identifying that a fan has a ticket-access problem, retrieving the relevant information from the club’s systems and helping resolve the issue. Wonderful also connects its agents to existing enterprise systems. Its platform is designed to work with data platforms, customer relationship systems and other systems of record. This allows an agent to act on current information instead of relying solely on a static database.

More than a ticketing tool

Bayern and Wonderful have indicated further enterprise AI use cases will be introduced during the partnership. While customer support is an obvious starting point, AI agents could theoretically assist internal teams, automate administrative workflows or help employees find and process information.

Wonderful’s platform is designed to support customer-facing agents as well as internal and back-office workflows. It can operate across channels including chat, email and voice, giving the partnership room to expand beyond the first use case. The company also uses a deployment model built around teams working directly with organisations to put AI into production.

Bayern’s AI Strategy Enters a New Phase

The partnership signals a broader shift in how football clubs can use AI. Rather than focusing solely on analytics, Bayern is looking at AI as part of its everyday operations.

The first test will come through fan service. If the ticketing agent can reliably solve problems during the pressure of matchdays, the club will have a practical foundation for expanding AI into other areas. For the club, the biggest opportunity is therefore not one chatbot, but the creation of AI infrastructure that can support multiple parts of its organisation.

The three-year partnership gives the club and Wonderful time to develop that infrastructure. The first use case is focused and practical. The longer-term ambition is considerably broader. The next phase will be about proving that technology can make the experience better for fans while also making the organisation more efficient behind the scenes.

Football West and Keystart announce three-year grassroots partnership

Football West has secured a new three-year naming rights partnership with Keystart, strengthening commercial support for Western Australia’s grassroots football competitions.

From the 2027 season, the men’s State League will become the Keystart State League, with the partnership covering the State League Night Series, Division One and Division Two competitions across First Team, Reserves and Under 18s, as well as the State League Awards.

The partnership will also see Football West rename its annual Junior and Senior Country Week carnivals Keystart Country Week from this year. The event brings regional football associations together in Perth during the September school holidays.

Keystart CEO Mark Tomasz said the partnership would provide the organisation with an opportunity to connect with Western Australians through grassroots football while supporting its broader home-ownership mission.

“We are proud to partner with Football West and support local grassroots football,” Tomasz said.

Football West CEO Jamie Harnwell said the organisation was delighted to secure the three-year commitment, describing the partnership as an important boost for the State League and Country Week.

“These are exciting times for grassroots football in WA,” said Harnwell.

The deal gives Keystart a significant presence across senior and regional football in WA, while providing Football West with longer-term commercial backing for two key areas of the state’s football ecosystem.

Keystart, a WA Government initiative, has supported more than 126,000 Western Australians into home ownership since 1989 through low-deposit and shared-equity home loans.

Partnerships of this kind play an important role in strengthening the grassroots sporting ecosystem, providing organisations with the commercial support needed to deliver strong community participation opportunities. They also give businesses a meaningful way to connect with local communities while contributing to the long-term growth and sustainability of the sport.

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