How Commonwealth Bank is set to ignite women’s football in 2023

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Images provided by Commonwealth Bank

Commonwealth Bank – the official naming rights sponsor of the CommBank Matildas – has partnered with FIFA as a FIFA Women’s World Cup 2023 Official Supporter for next year’s tournament.

The partnership reaffirms Commonwealth Bank’s commitment to investing into women’s football and sees them becoming one of the largest brand investors in women’s sport in Australia – which only further highlights the growth and trajectory of the game not only locally, but across the globe.

With the Matildas poised to co-host a historic tournament on home soil with New Zealand, CommBank and FIFA will work together on many initiatives and activations as the countdown to the largest women’s sporting event on the planet continue, most notably the CommBank FIFA Women’s World Cup 2023 Player Escort Programme, which will see 1,500 children aged 6-10 accompany players onto the pitch before matches in a once-in-a-lifetime opportunity.

Speaking with Soccerscene, Dianne Everett – General Manager of Brand & Creative at Commonwealth Bank – outlined the ambitions of the partnership and how Commonwealth Bank is looking to grow women’s football in Australia.

Commonwealth Bank has been named the Official Bank Supporter of the 2023 Women’s World Cup. What is the intended impact of this partnership?

Diane Everett: Our goal is to show young girls and women that they can do anything and achieve great things on the world stage.

We look forward to working with the FIFA Women’s World Cup 2023 in the lead up to this exciting event next year and inspire future generations of sporting superstars, from grassroots to elite playing levels.

Commonwealth Bank have been the naming rights sponsor for the Matildas for some time now. How successful has the partnership been so far?

Diane Everett: Our partnership with the CommBank Matildas is strong, with the team going from strength to strength on the international football stage. Match attendance and viewership for Matildas’ games has doubled since our partnership with Football Australia was announced last year.

We’re also supporters of the elite pathway and junior teams, the Young Matildas (under 20s) and Junior Matildas (under 17s), helping to grow the next generation of national football stars. Additionally, we also support the ParaMatildas, Australia’s national teams for players with cerebral palsy, acquired brain injury and symptoms of stroke, creating more opportunities for all to play.

We look forward to continuing to support the CommBank Matildas as they lead up to hosting the world on home soil in 2023.

The 2023 Women’s World Cup arrives at a critical time for Australian football where women’s football is on the precipice of exploding. How is CommBank looking to bring further attention to football in Australia in this period?

Diane Everett: Our tie-up with the FIFA Women’s World Cup 2023 will enable us to offer customers a range of offers and benefits that will drive further attention to football in Australia.

One of these initiatives is the CommBank FIFA Women’s World Cup 2023 Player Escort Programme. This grassroots initiative will enable 1,500 children across Australia and New Zealand to be part of the tournament and accompany players onto the pitch at the start of each match – a money can’t buy experience. There will be many more exciting activities announced in the road to FIFA Women’s World Cup 2023 that will drive further excitement and attention to football in Australia.

Undoubtedly CommBank’s partnership with the 2023 Women’s World Cup will ensure greater visibility on the tournament. How will CommBank be looking to promote the tournament in the lead-in?

Diane Everett: We have a range of initiatives and activities prepared for the road to the FIFA Women’s World Cup 2023 that will be announced in due course.

The CommBank FIFA Women’s World Cup 2023 Player Escort Programme – for example – will provide chances for customers and communities to get involved and secure spots as part of this initiative during the road to the FIFA Women’s World Cup 2023.

What initiatives will CommBank be driving to ensure the growth of women’s football in Australia throughout the next year?

Diane Everett: Stay tuned! We look forward to sharing more in lead up to the FIFA Women’s World Cup 2023.

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Chelsea FC Partners with Ticketmaster on Digital Ticketing Strategy

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Image Credit: Chelsea FC website

Chelsea FC has secured a multi-year partnership with Ticketmaster, appointing the global ticketing company as its Official Ticketing Partner.

This agreement marks a significant operational shift, with Chelsea set to introduce a digital-first ticketing system for the 2025/26 season, designed to simplify access, enhance security, and combat ticket resale fraud.

This collaboration marks a significant upgrade to Chelsea’s matchday operations, aligning the club with world-class ticketing infrastructure already used by leading sports venues globally.

Starting with the 2025/26 season, digital tickets will replace physical tickets for all fixtures at Stamford Bridge, providing fans with a more efficient and secure access system. This move also aims to tackle ticket touting, a persistent issue in top-tier football, by leveraging Ticketmaster’s secure and traceable digital delivery platform.

Teaming up will grant Chelsea access to Ticketmaster’s suite of tools, including:

  • Seamless mobile ticket delivery
  • Anti-touting features
  • Scalable event ticketing for high-demand matches
  • Real-time ticket validation and fan data insights

Chelsea FC’s Chief Revenue Officer, Casper Stylsvig, reflected on the importance of the club’s new partnership with Ticketmaster.

“Partnering with a leading force in the industry brings significant value to our operations, ensuring we offer our fans a smoother, safer experience with best-in-class products, while continuing to address the issue of ticket touts,” he said via press release.

As one of the most recognised football brands globally, Chelsea’s shift to Ticketmaster’s platform underscores the club’s commitment to modernising fan engagement and match day experiences.

Managing Director at Ticketmaster Sport, Chris Gratton, shared his enthusiasm about the new partnership with Chelsea FC.

“Chelsea FC is one of the biggest clubs in football, and we’re excited to be part of their journey. Our goal is to make ticketing as simple as possible for fans,” he said via press release.

This move reflects a wider trend in the industry towards contactless, mobile-first stadium entry, which has become increasingly common in Premier League and UEFA competitions, especially after the accelerated adoption of digital solutions during the COVID era.

The alliance between Chelsea FC and Ticketmaster signals a new era for the club, introducing leading technology and expertise to elevate the match day experience for fans.

New initiatives advancing girls’ and women’s football participation

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Image credit: Adelaide United FC

A Government program designed to increase female participation in sports will provide almost 50 clubs and organisations with support to upgrade and develop sporting facilities, programs and equipment.

Around $5.4 million has been allocated for the 2024-25 round of The Power of Her – Infrastructure and Participation Program (IPP), which aims to create more inclusive spaces for girls and women in sports.

The funded projects include things like unisex clubrooms, better lighting and playing surfaces, new uniforms and equipment, and opportunities for professional development.

The South Australian Government led by Peter Malinauskas launched the program to build on the success of the Matildas and the legacy of the 2023 FIFA Women’s World Cup.

To support the growth of girls’ and women’s football, 14 football clubs will receive nearly $2.4 million in funding this round.

Other sports also benefit from the program, such as basketball, cricket, hockey, netball, gymnastics, and Australian Rules Football, providing more chances for girls and women to get involved and succeed in their chosen sports.

For example, Norwood Basketball Club is receiving $14,600 to launch their ‘Rising Flames’ program, helping girls progress to elite senior levels and develop local talent.

Other projects funded through the program include:

  • Metro United Women’s Football Club, Pooraka: $25,000 for new uniforms.
  • Booleroo Centre Tennis Club: $80,000 to resurface three tennis courts, replace fencing, and build a new equipment shed for their drought-affected club.
  • Cove Netball Hub: $392,700 to build four new netball courts in Hallett Cove.
  • Elizabeth Grove Soccer Club: $750,000 (through the council) for a new clubroom, synthetic soccer pitch, and multi-purpose oval at Munno Para Regional Sportsground, Davoren Park.

So far, over $7.6 million has been distributed through the IPP, with the second year providing more than twice the amount of support compared to the first round.

Nearly half of the infrastructure project recipients this round – including Jervois Bluds Netball Club and Murraylands Gymnastics Academy – are located in regional and greater metropolitan areas, showing the broad impact on communities across South Australia.

The State Government has committed $18 million to the IPP over three years, with $10 million specifically set aside for football.

This effort is part of a wider push to eliminate barriers to female participation, including support for clubs with period products and menstrual health training.

South Australian Minister for Recreation, Sport and Racing Emily MLC Bourke highlighted the importance of supporting women in sport at a grassroots level.

“Our Government recognises the importance of supporting grassroots sports to ensure girls and women have opportunities to thrive in whichever sport they pursue,” she said in a press release.

“Having the right facilities, programs and equipment in place gives girls and women the space and confidence they need to get involved and stay active with their local club.

“As The Power of Her investment continues to grow, it’s inspiring to see clubs and organisations finding new and creative ways to grow female participation and facilitate high performance pathways in their communities.”

For more information, you can find the full list of 2024-2025 IPP grants here.

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