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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Football Victoria partners with SportsAid for enhanced player safety

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Football Victoria (FV) has confirmed a partnership with Sports Aid, which has been named the Official Medical Partner for all FV events.

The collaboration will ensure that participants in these prominent tournaments benefit from top-tier medical support and first aid services.

Established in 2023, Sports Aid has rapidly positioned itself as a leading provider of medical and safety expertise in Australian sport. Based in Melbourne, the organisation has expanded nationwide, offering its services at a variety of events, from grassroots sports to corporate tournaments.

With over 70 partnerships across the country, Sports Aid’s team of accredited professionals—including first aid responders, sports trainers, and event safety specialists—plays a pivotal role in promoting athlete welfare and event safety.

Under the alliance, Sports Aid will deliver medical personnel, including first aid responders and sports trainers, at FV’s major competitions and events throughout Victoria.

Their on-site presence will provide immediate medical assistance for injuries or health concerns, mitigate risks associated with physical activity, and enhance overall safety for players and spectators alike.

FV’s Executive Manager – Commercial, Chris Speldewinde spoke about the role Sports Aid will play in improving Victorian football.

“Their expertise ensures the safety of our participants, which is paramount in delivering outstanding sporting experiences.” he said in a press release.

Sports Aid’s founder, James Theodorakopoulos, also commented on the partnership.

“We are thrilled to be working with Football Victoria. Our primary focus is on safety, and we’re committed to ensuring that every player and participant has a seamless medical experience at FV events,” he said in a press release.

“It’s not just about responding to injuries, but also ensuring the overall well-being of everyone involved.”

Football Victoria adds Sports Aid on top of recent PILA, VETO Sports and Novotel Preston who all play a specific role in ensuring players involved with FV get the best out of their game.

FV have been focusing heavily on developing local football with facility upgrades, equipment partnerships as well as launching their GO Family football program aimed at improving fitness and building stronger family connections.

This specific partnership with Sports Aid is another that will play a positive role in the sport across the state.

FIFA, Qatar and world organisations launch Legacy Fund

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Image credit: Shutterstock.com/Jose Breton-Pics Action

FIFA has invested $76.7 million into the World Cup 2022 Legacy Fund, in collaboration with Qatar, the World Health Organisation (WHO), the World Trade Organisation (WTO) and the United Nations Refugee Agency (UNHCR).

Previously announced in November 2022, the fund will aid a number of social programs across the world.

To launch the Legacy Fund, the initiative was presented and signed on an online meeting.

Attendees included FIFA President Gianni Infantino, WHO Director-General Dr Tedros Adhanom Ghebreyesus, WTO Director-General Dr Ngozi Okonjo-Iweala, UN High Commissioner for Refugees Filippo Grandi, and the Supreme Committee for Delivery & Legacy (SC) Secretary General H.E. Hassan Al Thawadi.

The FIFA World Cup Legacy Fund will be deployed across the following streams:

Public Health/Occupational Health and Safety: The Legacy Fund will contribute to programs which aim to improve working conditions, and health and wellbeing. In particular, FIFA will support WHO’s Beat the Heat initiative, to protect people from the hazards caused by extreme heat and the advance of climate change.

Education: In conjuncture with the WTO and International Trade Centre, FIFA will bolster the Women Exporters in the Digital Economy Fund, a program which seeks to empower female entrepreneurs. 

Refugees: In partnership with the UNHCR, FIFA will assist schemes which aim to strengthen vulnerable peoples’ self-sufficiency and access to basic amenities.

Football development: FIFA will place greater emphasis on finding young talents across remote, marginalised and developing countries through the Aspire Academy and the FIFA Talent Development Scheme, headed by Arsène Wenger. 

FIFA President Gianni Infantino expressed his pride for the Legacy Fund.

“The FIFA World Cup Qatar 2022 Legacy Fund is a landmark project that builds on the unprecedented impact of the tournament from a sustainability point of view,” he said via press release.

“FIFA is taking the concept of a legacy fund to the next level in terms of reach and impact by tackling key priorities such as refugees, occupational health, education, and football development. I would like to thank the UN Refugee Agency, the World Health Organization and the World Trade Organization for their commitment to, and cooperation on, this historic initiative.”

WHO Director-General, Dr Tedros Adhanom Ghebreyesus, described the importance of the partnership.

“The worlds of sport and health must collaborate to create safe, clean and healthy environments for all people engaged in the preparation, delivery and legacy of mega sport events, including workers, athletes, spectators, and communities,” he said in a press release.

To learn more about the Legacy Fund, FIFA has launched a website.

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