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Football Queensland’s Girls United to encourage female participation
Football Queensland have announced the establishment of Girls United programs to inspire greater female participation in the world game across the state.
Girls United will involve a series of targeted programs aiming to encourage women and girls’ participation in football throughout Queensland.
The range of programs will include Development Holiday Programs, social football programs and sessions designed specifically for older women and multicultural communities.
The Girls United Social Program has already been launched in Wide Bay and focuses on providing a social and relaxed setting to play football in.
Girls United Kick On for Women is a low-impact program that provides physical and mental health benefits for women returning to physical activity.
Girls United Celebrating Diversity is an inclusive program designed to eliminate the barriers faced by culturally and linguistically diverse communities in sport.
Kate Lawson, Football Queensland Women and Girls Participation Manager, encouraged women and girls of all ages and cultural backgrounds to get involved in a Girls United program, regardless of their experience in the game.
“Girls United involves a variety of programs to encourage new participants in a fun, low key, inclusive environment,” she said.
“The Girls United Development Holiday Programs will launch across the state in September, with sessions already locked in at Tarragindi Tigers in the Metro South zone, The Gap FC in the Metro North zone, Caloundra FC on the Sunshine Coast, and Endeavor Park in Cairns.
“The free programs are designed to upskill female participants and will include a MiniRoos coaching course, a Level 4 referee course, social games and a BBQ.
“Both events are open to women and girls aged 13 and over, whether they are newcomers to football or experienced players.
“We have already seen great success with this program at Bethania Rams FC in the Metro South zone and Football Queensland will continue to work closely with clubs throughout the state to ensure we have the appropriate structures in place to recruit new participants to the game.”
Football Queensland Chief Executive Officer Robert Cavallucci stated the launch of Girls United was an ongoing demonstration that FQ is delivering on the objectives outlined in the Women and Girls Strategy.
“Football Queensland is committed to creating new products for women and girls and developing female players, coaches and referees,” Cavallucci said.
“September will be a huge month for Football Queensland as we host the Kappa Women’s Super Cup Final and the celebration of 100 years of women’s football.
“As we look ahead to the FIFA Women’s World Cup in 2023, Football Queensland is determined to increase participation opportunities for women and girls throughout the state.”
Before becoming Brand Director of Nike Pacific – an organisation he’s been part of since 2015 – Nick Atkinson knew very early on that he’d be working in football.
Growing up in Wales of the UK, he was brought up through the school, college and university system that paved the way for his passion to come to life.
From starting off with his first training session at Wick Dynamos in West Sussex, football has been a consistent part of his life.
In this interview with Soccerscene, Nick discusses his role of Brand Director in more detail, Nike’s involvement with the Matildas, working with Sam Kerr and giving back to the grassroots level.
As Brand Director, can you outline your role in helping promote football?
Nick Atkinson: I’ve been involved with Nike since 2015 and even before becoming part of the swoosh family, football has very much been something I am deeply passionate about.
I remember during the final round of my job interview for Nike, I was asked why I wanted to join the team. I didn’t give a great answer, but I had said that I wanted to work on a brand that propelled the game of football and had close ties to the World Cup. And I feel that my love for the game really shined in that moment.
Since taking up the role I’ve been fortunate to be part of so many firsts – seeing how football can uniquely unite and inspire people and nations.
With Nike’s level of global impact, I am aware of the responsibility and part I play in shaping how our athletes are seen, and leading this work on home soil has been a dream.
The Women’s World Cup in Australia and New Zealand for example, was a major project that I led. It was Nike Pacific’s most significant investment in a sporting moment yet – from unmissable out-of-home, a world-first tiktokumentory, football accelerator legacy programs to the first female football-led retail door – the Dream Arena.
I’m immensely proud of what we, as a team, achieved to build a better game for all. It makes all the work we do behind-the-scenes so satisfying when we know it means that the next-gen athletes will have new-found heroes to look up to.
On a local level, after personally playing eight to nine seasons in Victoria’s state and metro leagues, I knew I wanted to get Nike involved as there was so much potential for impact at that level.
Seeing so much success in the sport both at the domestic and international level is a true highlight.
Nike proudly sponsor the Matildas; how do you reflect on FIFA Women’s World Cup 2023?
Nick Atkinson: I’ve worked with both our national teams (Matildas and Socceroos) for many years and have had so many amazing moments – I even remember a free-kick competition with Brett Emerton and Mark Bresciano in 2016 on ANZ Stadium!
If you look at the Socceroos performance in 2022, you can say it’s the ‘greatest assist’ before the 2023 Women’s World Cup because they had set that benchmark for performance and awareness across the country and reignited football.
This year’s tournament has undeniably been a generational moment for sport and culture, having the global tournament on home soil and the home team of the Matildas was the moment to accelerate sport into the future – we know sport creates change, and this was the largest accelerator of women’s sport and culture for the next five years.
The Matildas post tournament are now household names and have shown the world the power of women’s sport. From record-breaking crowds, jersey sales and viewership – the Matildas continue to inspire us all with their captivating performances and genuine love for each other, their fellow athletes and the game.
It felt like it’s been a while coming, but we saw the nation finally galvanise and get behind our national teams – and without a doubt, we’ll look back on the 2020’s as the greatest decade of women’s sport.
Living and breathing football in both my professional and personal life, I can say that we’ve got such a unique Australian football identity. We’re in arguably the most dynamic period that Australian football has ever seen and we’ve opened the sport up to the most diverse audience, which is so exciting and refreshing.
What did you make of user/social media engagement throughout the World Cup – was there anything significant you or your team saw in relation to aspects like shirt sales?
Nick Atkinson: We started working on our plans almost the day after the bid win got announced, so we were 100% ready going into the Women’s World Cup.
We have so much equity and history to elevate women’s sport at Nike, so this wasn’t new for us and has been a journey we’ve been on for a very long time.
When you look at a Matildas match, it is so different compared to the Socceroos. For example, lots of school trips and big groups of young fans, so that is really amazing.
One of the things that we anticipated was going to happen, was the emergence of new voices wrapped around this game. We knew this moment would be successful because it opened opportunities to grow and nurture these new voices in the game. That was one of the rewarding elements, to see different sections of the media and social platforms emerging to give us a new and youthful perspective on the sport.
Our partnership with TikTok saw the creation of 1000 Victories – one of the most successful pieces of media that we worked on through the Women’s World Cup.
This was co-created with a young generation of fans who emerged with a point of view on football and women’s sport. That enriched the game and really took it to new heights, making it bigger and more diverse and gives people a bunch of ways to be involved.
Sam Kerr is hugely popular in Australia and overseas – what was it like building her brand campaign?
Nick Atkinson: It’s been amazing, this is something I’ve personally worked on for a really long time, I’ve enjoyed and am so proud of.
It’s not only Sam but the whole group that we’ve had a relationship with for so long now and that has allowed us to get to know who they are as individuals as well as athletes.
To build a brand plan, you do need to have that full understanding of a person or team to work out how to best approach it.
I placed Sam in her first brand campaign for Nike in 2017 for the launch of the Mercurial Superfly 360 boots. That was at a time where she had just came off winning a Golden Boot in the NWSL and we knew at that point, we had a superstar on the rise.
We featured her in the launch campaign for the boots using billboards and the like, as well as an athlete experience at Rebel. We had an incredible turnout, not only from supporters but across the entire community.
At that time, it was clear that Sam had that star power to take her even further which proved to be the case. Fast Forward and she’s shared a few Mercs with Cristiano Ronaldo and Kylian Mbappe.
I’ve had the privilege to get to know Sam over the many years of collaboration and it has helped us build a strong, authentic platform and brand around her journey.
There’s nothing that we believe in more at Nike than listening to the voice of the athlete and doing work that resonates with them – such as their values and beliefs, and what they stand for. An example of this is something we’ve always told Sam, “We’ll get it right on the pitch first and then build from there.”.
The journey has been amazing and to be part of that is truly special. Our goal is to support Sam and build her brand while she’s delivering ground-breaking performances on the pitch and creating an unbreakable connection with fans.
More broadly, at Nike we believe that it’s not a one-person team with the Matildas by any stretch.
We have an incredible roster of athletes across the Matildas such as Elle Carpenter, Steph Catley, Kyah Simon, Alanna Kennedy, Mackenzie Arnold, Hayley Raso and more, and we’re focused on supporting and elevating the whole roster.
Our brand investment in the Women’s World Cup was the single biggest investment we’ve ever made in this country to elevate the team. We were prepared, we started early and I believe played a critical part in connecting the fans and the team.
You are also supporting Fitzroy Lions Soccer Club – what is it like switching back to the grassroots level and giving back?
Nick Atkinson: Football would not happen without volunteers at the grassroots level – it’s an area of the game that we really believe in and want to have a positive impact.
I shared my story coming through the UK, starting out in grassroots football, and being one of those kids that had to hustle for rides from other people’s parents, or ride my bike to games with my brother, and wear my boots until they fell apart, I know what a huge enabler it can be for kids. Getting involved in Fitzroy Lions has been a real personal love of mine.
We’ve been partnered with Fitzroy Lions Soccer Club since 2018 – they are an incredible organisation where many of the kids come from refugee families and football plays a critical role in uniting that community. It’s where you really feel the power of the world game.
Our relationship started simply, going down to training sessions to meet the team and see what they’re about – they are a rare team in Australia that offers a route into structured league football for kids whose parents can’t quite afford it normally, in a sport that can be quite expensive to play. Through the time spent with them, I really got to know the kids and their families.
It was so enriching and an awesome experience where the club simply provides the opportunity for everyone and eliminates those barriers that people face when looking to play.
So many of us at Nike live and work around those communities so it’s a great opportunity to directly support people related to what we do. We’re proud to be part of something like this and seeing the smiles on the kids’ faces when they’re playing on the field is a real highlight in my career.
Excitingly, like many other grassroots clubs, they have seen a 200% increase in girls participating this season which is so encouraging.
In addition, we’re in the fifth year of naming rights for the Nike FC Cup and recently announced the Nike FC Accelerator Program. This is a four-year commitment with Football Victoria to drive gender equity in the sport by increasing the number of female coaches and giving better access to football at The Home of Matildas.
Overall, we want to provide equal opportunities and this is the legacy that Nike wants to leave in the long run to drive the sport forward.
The National Women’s Soccer League (NWSL) have secured a four-year, $240 million USD ($324 million AUD) domestic broadcast deal with four major streaming and cable partners.
Starting in 2024, CBS, ESPN, Prime Video and Scripps Sports will nationally broadcast 118 NWSL games, and this deal also becomes the most expensive TV deal in women’s sports history which sends a strong message about its huge presence in the worlds game.
The NWSL broke several league records in this past season that completed, with record highs in membership sales, average attendance, ticket sales and single game attendance.
The NWSL has no doubt been the league to set a standard for professionalism in women’s football and no doubt the success of the US Women’s National team propelled that push to a competitive environment where the best players and coaches feature.
The financial stability of the NWSL has set an example for other women’s leagues globally, encouraging corporate investment in women’s football. The influx of financial support through sponsorships allows for the world class facilities and increased player salaries, both topics that were previously issues within the space.
NWSL Commissioner Jessica Berman mentioned that this deal signifies the league’s insane growth since its inception back in 2013.
“This moment is a celebration, a celebration of how far we’ve come and far we’re headed,” Berman said via press conference in San Diego last week.
“These partnerships fundamentally change the game for our league and the players who take the pitch each week. The investment into facilities and grassroots will be vital for the foundation we aim to build.
“We have taken great care to ensure our games are discoverable by increasing our reach in order to expose new audiences to everything that makes our league special, without compromising the economic value of our product. This is the beginning of our future.”
In a similar fashion, the A-League Women’s competition saw their record memberships tally for multiple teams smashed and round one attendances were fantastic compared to recent years. There were many positives from the Women’s World Cup that attributed to this rise however a little concern is the talent pool compared to other top leagues.
It has become an issue in the A-League Men’s competition and although the Matilda’s are a skilled, popular national team, it is increasingly rare to see talent be homegrown as most top young Australian players are pipped by US or European clubs to develop their skills.
The news of this NWSL record TV rights deal, and the compounding positives news in the Women’s football space over the last 12 months shows that there is a strong foundation that will inspire young girls to participate and support the sport.
