Frank Farina: We must find a way to increase investment in youth development

They say you can’t keep a good man down and in the life of Frank Farina, former Socceroo striker and head coach, football is like oxygen - he can’t live without it.

Frank Farina’s Comeback – For the Love of the Game.

They say you can’t keep a good man down and in the life of Frank Farina, former Socceroo striker and head coach, football is like oxygen – he can’t live without it.



Farina first emerged as star quality when he scored the equalising goal for the Young Socceroos against Mexico in their 1-1 all draw at Azteca Stadium in 1983. This all in front of 110,000 fanatical home supporters.

Farina’s career up to 1998 is well chronicled  in his biography, “ My World is Round”, but it was only in 2016 that he completed his last coaching assignment in Fiji.

The scorer of 145 goals in 336 senior matches in Australia and abroad, speaks volumes for his lethal striking.

Recently, Farina joined the First X1 which was assembled by the FFA  as an advisory panel to recommend measures to improve the game .

Also, he is hoping to take up the position of technical director for the Charles Perkins Academy when Macarthur Bulls start in the next A-League season.

Frank Farina is committed to leaving a legacy for Australian football and in this interview with Roger Sleeman, he reveals his enduring passion for our game.

ROGER SLEEMAN

You were part of the class of 1983 which competed so well  in the Mexico World Youth Cup, playing alongside such legends as Rod Brown, Rene Licata, David Lowe, Jim Patikas, Tom McCulloch, Danny Wright and Tony Franken to mention a few.

Apart from Tony Franken and Jim Patikas, most of the squad aren’t involved in the game to any extent.

Why?

FRANK FARINA

It certainly was a great squad and our win against the European champions, Scotland, who boasted some amazing talent in future stars, Paul McStay, Brian McClair, Dave McPherson, Pat Nevin and Eric Black,  was one which will live forever in my mind.

Les Scheinflug and Raoul Blanco seemed like tough coaches at the time as they instilled their discipline on the team. Yet, in hindsight, we learned to see the game in a professional way.

After the players finished their football careers, the professionalism of the game was not so advanced so they had to seek opportunities outside of football.

The passion remained but the chances to remain in the game were limited so many of them pursued business interests with great success.

ROGER SLEEMAN

You were selected in the First X1 by the FFA and apart from discussion about a transfer system, what else has been achieved?

FRANK FARINA

We recently had a long discussion about the women’s game and how it can be used as a catalyst to promote the game in all areas.

However, it’s early days and the main concentration is to identify strengths and weaknesses  and collect facts so we can make informed recommendations to the Board.

ROGER SLEEMAN

Do you communicate with Brisbane Roar, or have they approached you to provide advice and be involved with the club?

FRANK FARINA

Unfortunately, I haven’t and naturally a lot of people have moved on since I was coaching at the club.

Nevertheless, I still watch their progress closely.

ROGER SLEEMAN

Did you have any contact with Robbie Fowler while he was at the Roar?

FRANK FARINA

No, because he had his own people there.

As a coach, you live and die by your decisions and often the staff you select will have a major impact on the final outcome.

It’s a shame he didn’t remain at the club because the team definitely improved under his management.

ROGER SLEEMAN

What is your opinion of Dylan Wentzel-Halls?

FRANK FARINA

He improved out of sight this season as he increased his speed over 10-15 metres .

Also, rather than coming back on his right foot from the left, he is now running at players with pace and taking them on both ways.

If he can keep this improvement up, he will have a great future.

ROGER SLEEMAN

What is the current status of your proposed appointment as  the technical director of the Charles Perkins Academy at the Macarthur Bulls?

FRANK FARINA

With the departure of Football Director, Ken Stead, and when the major backer, Lang Walker left the club, my position became unclear.

With the rise of COVID-19 and the uncertainty surrounding the next A-League season commencement, I’m in limbo.

However, I’m in regular contact with Sam Krslovic and Gino Marra so hopefully something positive will transpire.

ROGER SLEEMAN

In the A-League, there are specialist goalkeeper coaches, but no striker coaches.

Why can’t people like you and Marshall Soper be employed in such roles?

FRANK FARINA

I’ve never seen striker coaches as such but I believe they’re  used in Germany, according to Marshall Soper who was at Kaiserslauten in January.

I certainly agree with the concept because finishing is a speciality but today the game has evolved into a total team structure.

If you’re playing a pressing game, dropping off or playing counter attacking football, it doesn’t matter whether you’re a striker, midfielder or defender, you are asked to occupy multiple roles.

ROGER SLEEMAN

At the moment we have coaches, particularly in technical positions, who have never played the game at a high level.

How can somebody coach at a high level when they haven’t played at a high level?

FRANK FARINA

Regarding this issue, I’ve had a problem with the coaching curriculum over the past ten years because people are obtaining Pro Diplomas who haven’t excelled at a playing level. What’s more they’re actually getting the jobs.

It’s a bit like a surgeon who gains his qualifications without ever operating.

I find the whole thing bizarre and I believe the curriculum in a nutshell is the basis of the problem.

There are different opinions on coaching but if you don’t agree with the curriculum, opportunities are limited.

The game in this country is producing robots and the fact is, they’re aren’t enough successful, former players engaged in key coaching roles.

ROGER SLEEMAN

You were a totally two sided player and during last season, I analysed that only 10% of A-League players were competent on both feet.

How can we change this situation?

FRANK FARINA

I only started using my left side at the age of thirteen because I had a problem with my right ankle and wanted to reduce the weight on my right side.

The coaching of young players at grass roots is critical and often they don’t receive adequate skills training by the time they’re fourteen which is the time tactical awareness needs to be introduced.

Also, you have to ask how much time is spent with the ball by young players, away from training and games.

ROGER SLEEMAN

Many of the games we see in senior football are dominated by the ball being played backwards and across the backline, whereas in your playing days, you looked to play it forward.

How can this be corrected?

FRANK FARINA

Once again it comes back to the curriculum which emphasises possession football.

A team can have 70% of possession while making 20-30 passes back and across the park but they’re not doing anything to hurt their opponents.

In rugby league, 70-80% of possession means a team will win easily, while in our game, 90% of possession doesn’t guarantee a team winning if they don’t get enough into forward areas to maximise scoring chances.

The curriculum drums into coaches’ heads to play the ball out from the back but there’s a right and a wrong time to do it.

For example, if you’re 1-0 down, are you still going to play out from the back?

ROGER SLEEMAN

The FFA Board has members with no football background.

Why aren’t we involving people like Jack Reilly, Danny Moulis, Glen Sterrey, Gary Marocchi and Peter Katholos who have achieved major success in business and football?

FRANK FARINA

The answer is simple.

If they’ve put their hands up, these people are all worthy to sit on the Board.

ROGER SLEEMAN

In a recent interview, you stated lack of money was a major problem in our game, particularly with youth development.

Before the recent 70% culling of staff  at the FFA, there were as many as 105 people engaged as employees and contractors.

Also, there were significant bonuses and a large wages bill paid for the Asian Cup.

Your comment.

FRANK FARINA

If money is going to the wrong areas, you have to correct that.

You only have to see the resources invested in Asian football to see how successful the game can be. Therefore, in Australia we must find a way to increase the investment in youth development and the game will boom.

ROGER SLEEMAN

You were part of a magnificent era which produced so many players who achieved at a high level overseas.

When will these legends of the game be recognised?

FRANK FARINA

I’ve always said ,to know where you’re going, you have to know where you’ve been and that includes experiencing the highs and lows.

Before James Johnson was appointed CEO, the people in charge were the wrong fit for the game.

Also, the Dutch coaches predicted we would see the fruits of their efforts realised in 10-12 years but it hasn’t happened.

The success of the 2006 World Cup squad was the result of the investment in local players from the late 1980’s but at the moment our national team resembles nothing.

Therefore, the game has to provide more involvement and opportunity for former players to return and contribute, so some semblance of the glory days can be restored.

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Media Mega-Mergers, Minor Leagues: Why Global Consolidation Should Be a Wake-Up Call for Australian Football

The approval of a reported $113 billion merger between Warner Bros. Discovery and Paramount Global is being framed as the creation of a “next-generation media and entertainment company.”

But beyond Hollywood headlines, the deal signals something far more consequential for sport: a global media landscape rapidly consolidating into fewer, more powerful hands.

For Australian football, particularly the A-League, this is not just background noise. It is a structural shift that could define the league’s future.

 

A shrinking marketplace, a growing imbalance

The merger brings together an enormous portfolio of assets, such as film studios, broadcast networks and streaming platforms, under a single corporate umbrella. It reflects a broader industry trend: scale is no longer an advantage in media, it is a necessity.

Yet with that scale comes concentration. Fewer buyers now control more platforms, more audiences, and more capital. Critics of the deal have warned that such consolidation risks reducing competition and narrowing the range of voices in global media.

For sport, the implications are immediate.

Broadcast rights are no longer negotiated in a diverse, competitive market. Instead, leagues are increasingly competing for space within vertically integrated media ecosystems. This is because decisions are driven not just by audience demand, but by global strategy, bundled content offerings and long-term platform growth.

 

Why the A-League is particularly exposed

This shift lands unevenly across the sporting landscape.

Leagues like the Australian Football League (AFL) and National Rugby League (NRL) remain dominant domestic products, commanding billion-dollar broadcast deals and consistent mass audiences.

The A-League, by contrast, operates from a more fragile commercial base.

Despite its global game status, the league continues to face:

  • Inconsistent crowd figures
  • Fluctuating visibility
  • A comparatively modest broadcast deal with Paramount

In a fragmented media environment, this is manageable. In a consolidated one, it becomes a vulnerability.

Because as the number of broadcasters shrinks, so too does the margin for leagues that are not seen as “must-have” content.

 

From open market to closed ecosystem

The critical shift is not just economic, it is also structural.

In the past, leagues could leverage competition between broadcasters to drive rights value. Now, with fewer but larger players, the balance of power tilts toward the platforms.

Content is no longer simply acquired, it is curated.

And in that environment, only properties that deliver one (or more) of the following will thrive:

  • Guaranteed audiences
  • Global scalability
  • Year-round engagement
  • Strategic value within a broader content ecosystem

This is where the A-League faces both its greatest challenge—and its greatest opportunity.

 

The overlooked strength of Australian football

While often positioned as a “developing” product domestically, football offers something no other Australian code can replicate: global alignment.

As the world’s most popular sport, football operates within an international ecosystem that extends far beyond national borders. Australia’s geographic position, bridging Asian and Western markets, adds further strategic value.

For a global media entity like Paramount, this matters.

The A-League is not just local content. It is potentially exportable, scalable and aligned with global football narratives. It also taps into younger, more digitally engaged audiences, who are increasingly driving subscription-based streaming growth.

In a media environment defined by platform expansion, that is not a weakness. It is an underutilised asset.

 

Why consolidation should drive MORE investment

The instinct in a consolidating market is often caution by tightening budgets, focusing on proven performers and minimising risk.

But for Australian football, that approach is self-defeating.

Because without investment:

  • Production quality stagnates
  • Storytelling weakens
  • Audience growth plateaus
  • Commercial value declines

And in a system that rewards scale and engagement, stagnation is equivalent to irrelevance.

Instead, consolidation should be seen as a trigger for strategic investment:

  • Elevating broadcast presentation
  • Strengthening club identities and narratives
  • Expanding digital and streaming integration
  • Positioning the league within the broader global football conversation

In short, making the A-League indispensable, rather than optional.

 

The real risk: being left behind

The emergence of media giants like a merged Warner Bros. Discovery and Paramount Global signals a future where content is filtered through fewer, more powerful gatekeepers.

In that world, leagues that fail to assert their value risk being sidelined, not because they lack potential, but because they fail to meet the evolving demands of the platforms that distribute them.

For the A-League, the danger is not collapse. It is marginalisation.

A slow drift into irrelevance while larger codes capture the attention, investment, and audiences that define modern sport.

 

Conclusion: a defining moment

This merger is not about Hollywood. It is about power.

Power over distribution. Power over audiences. Power over what gets seen and what does not.

For Australian football, the message is clear.

In a world of media consolidation, visibility is earned through value, not assumed through presence.

And if the A-League is to secure its place in that future, investment is no longer optional.

It is existential.

The Coaching Crisis Hiding in Australian Football

The low standard of Australian football has often been attributed to limited resources and the relative immaturity of the sport’s development system in the country. A 2023 study suggests that coach education in Australia is a key issue, as it often fails to adequately prepare coaches for the realities of the game, resulting in weaker practical coaching outcomes.

Coaches have attributed this matter to a number of factors; including the contents quality, structure and delivery. However, deeper systemic issues can also explain its inefficiency. Identifying and understanding these concerns is necessary to improve coach training in Australia.

 

Why does coach training matter?

Coaching is central to any sport, encompassing the transmission of knowledge and the development of athletes to perform at their highest level and achieve their goals. It contributes to shaping sporting identity, club culture and path-dependent behaviour within an organisation. Coaches must participate in training to ensure their efficiency in leading a team.

 

Coach training in the Australian context

In 2020, Football Australia (FA), the national governing body for the sport, introduced new principles aimed at raising the standard of coaching and coach development. These included modernising the delivery of coach education and reviewing both course content and the broader Australian coaching methodology.

Despite this renewal of objectives, the Australian coach education system remains underpinned by the National Football Curriculum (NFC) released in 2013.

The NFC aims to provide coaches with an understanding of the national ‘playing’ and ‘coaching’ philosophy, advocating for a i) player-centred approach to coaching; ii) game-based and constraints-led approach to practice design; and iii) an information-processing view of motor learning.

In Australia, coach education is broadly divided into two pathways, each tailored to different stages of the game:

The Community Coaching pathway targets coaches working with participation players aged 5 to 17. These courses are relatively short and focus on equipping coaches with practical skills in session design and delivery.

The Advanced Coaching pathway is aimed at those operating in the performance phase. These courses are more intensive, centred on Football Australia’s Coaching Expertise Model, which outlines the key competencies required of high-level coaches.

Does the National Football Curriculum have a content issue?

Despite the importance Football Australia (FA) places on football knowledge, coaches reported that courses do not adequately address this area and expressed some dissatisfaction with how it is delivered.

Coaches also highlighted an expectation of conformity to the National Football Curriculum (NFC), which limits the value and impact of formal coach education in developing both theoretical understanding and practical coaching approaches. As a result, coaches can struggle to translate knowledge from coursework into on-field practice, with a lack of alignment between theory and application contributing to this implementation gap.

It is only at the ‘A’ Licence level that coaches are actively encouraged to develop their own football philosophy and vision. In contrast, earlier stages of the curriculum remain largely focused on adopting FA’s established framework.

This sustained emphasis on technical and tactical elements can also restrict the development of broader pedagogical and interpersonal skills required for effective coaching. Given the inherent complexity of coaching, this further complicates the effective translation of formal coach education into practice.

In addition, the NFC is seen as overlooking key off-field responsibilities of coaches. Beyond tactical duties, coaches play a significant role in player development, particularly in relation to well-being and welfare. In modern high-performance sport, coaches are increasingly viewed not only as tacticians, but as holistic developers of athletes both on and off the pitch.

 

No possibility to ‘climb the ladder’

Coaches also complain about the inability to grow and “climb the ladder” in the sport. Indeed, the development of football in Australia highly relies on volunteers.

The majority of NPL youth coaches in Australia are in a casual position. Many of them have full-time jobs in completely different fields. Often juggling two or three jobs just to make ends meet.

“There is no realistic ladder where a young coach can start at grassroots level, improve, get noticed, and work their way into a full-time position in a professional youth academy. The reason is simple. The positions barely exist.”

Jan Schmidt, former Technical Director of the NPL

Coaches are often unable to attend coaching courses during the week, which limits their ability to stay up to date with modern coaching methods.

Limited time and resources therefore restrict coaches’ capacity to deliver high-quality performance and effective coaching practice.

“Most NPL youth coaches earn between $6,000 to $8,000 a year. That is not a career. That is a sacrifice”. Jan Schmidt, former technical director in the NPL

Systemic limitations on the growth and development opportunities available to football coaches in Australia can reduce their motivation and constrain their capacity to deliver effective results. These constraints, in turn, negatively affect coaching quality and ultimately impact the standard of football.

When coaches are unable to fully commit to the demands of the game, they are less able to provide optimal training environments for their players. This limits player development pathways and, consequently, restricts the overall standard of Australian football.

If Football Australia (FA) aims to develop world-class coach education environments, it must better support the behaviours, knowledge, and practices of coaches across the country. This requires a stronger emphasis on aligning coach education with the real needs of the coaching community.

These findings highlight the importance of ongoing engagement between FA and Australian coaches to collaboratively improve coach education programs. Strengthening coach development has the potential to significantly enhance the quality of football delivered to the next generation of Australian players.

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