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

CBA

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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Beyond the Pitch: Melbourne Victory and LifeChanger Foundation Drive Youth Mental Health Initiative

In an announcement made on Wednesday, Melbourne Victory and LifeChanger Foundation revealed this month’s Stand Together Mental Health Round in support of youth mental wellbeing.

Uniting and supporting the community

Ahead of Victory’s Isuzu UTE A-League game against Macarthur FC on Sunday 15 March, the club will host various match-day activations as part of the Stand Together Mental Health Round. These will include giveaways, an obstacle course by Tyrepower (partner of both Victory and LifeChanger) and a LifeChanger Scavenger Hunt.

All such activities will unite the community in the name of promoting youth mental health and wellbeing.

Melbourne Victory Managing Director, Caroline Carnegie, outlined the club’s pride at joining forces with LifeChanger.

“As a Club, we understand the influence we have on young people across our community. Through our longstanding partnership with LifeChanger, we are committed to supporting young people to build confidence, resilience and a strong sense of self,” Carnegie explained.

“The Stand Together Round brings that commitment to life and helps us live our vision to lead, unite, connect and inspire through football.”

Where football and education cross paths

The partnership closes the distance between sport, education and mental wellbeing. By using football’s popularity and following among young people, Victory and LifeChanger can reach a huge audience to promote unity, community and mental health

Furthermore, CEO and Founder of LifeChanger Foundation, Scott Waters, affirmed the partnership’s value for young people.

“Sport has an incredible ability to bring people together, and that connection can be life-changing. Our partnership with Melbourne Victory allows us to reach young people in powerful and relatable ways,” Waters explained.

“The Stand Together Round is about reinforcing that mental wellbeing matters, and that no young person should feel alone in their challenges.”

Although football is a sport with firece rivalries and competitivity at its core, it can nevertheless unite people, communities and fans of all ages through their shared passion for the game.

How do LifeChanger help?

As part of the Stand Together Round, LifeChanger Foundation will team with Melbourne Victory to deliver interactive workshops to the A-League Men’s team, as well as the U15 and U16 Academy teams. The sessions will seek to inspire new advocates for mental health within the club via open and honest conversations.

LifeChanger Foundation is non-profit organisation striving to empower young people with foundational skills, whether emotional, social or resilience.

Moreover, in 2024, LifeChanger helped more than 140,000 young people across 600+ schools in Australia and New Zealand. The team aims to positively impact over 1 million young people annually.

A Coroner’s Call: Why Football Can No Longer Ignore the Science on CTE

The recent coronial inquest into the death of Gordon McQueen has once again forced football to confront an uncomfortable truth.

The former Manchester United and Leeds United defender was renowned for his aerial prowess. But decades after his playing career ended, McQueen was diagnosed with dementia. The coroner has now formally linked his condition to repeated heading of a football. This is a landmark acknowledgement that many in the scientific community say has been years in the making.

For Ian Greener, Australia’s HEADSAFE representative and former State Director of Coaching at Football Victoria, the ruling should be a turning point.

“The evidence has been there since 2019,” Greener tells Soccerscene. “But the general public and much of the football community have simply not been told.”

The Research Football Can’t Ignore

Much of the modern understanding of Chronic Traumatic Encephalopathy (CTE) in football stems from the work of Professor Willie Stewart at the University of Glasgow. Commissioned by the English FA and PFA, his landmark 2019 FIELD study found former professional footballers were three-and-a-half times more likely to develop neurodegenerative disease. For defenders, that risk rose to five times more likely.

Stewart then spent years re-examining his findings through analysing lifestyle, alcohol consumption, social factors and broader health variables across tens of thousands of records.

“He looked at everything,” Greener explains. “Drugs, diet, social background. After years of further research, he came back to the same conclusion — there is no other explanation apart from repeated head impacts.”

CTE differs from concussion. Concussion is visible and immediate. It can be identified through dizziness, nausea and blurred vision. CTE is silent. The damage accumulates over decades and can only be confirmed post-mortem through examination of brain tissue.

Greener explains the science in simple terms: repeated head impacts cause the brain to move within the skull, stretching neurons. This releases tau protein, which clumps together over time and disrupts electrical messaging in the brain. The result can be memory loss, personality change, aggression, anxiety, and in some cases, suicidal behaviour.

“It’s not about frightening people,” he says. “It’s about understanding brain health.”

Not About Banning Heading

HEADSAFE, founded by the family of former Middlesbrough player Bill Gates after his battle with dementia, operates across three fronts: research support, financial assistance for affected families, and coach education.

“We are not about banning heading,” Greener stresses. “Heading is an integral part of football. What we’re saying is: minimise the repeated heading in training. Most of the damage is done there.”

In England, guidelines already exist. Children under 12 are not permitted to practise heading in training. Though monitoring is difficult, In the Premier League, players are advised to limit high-force headers to around 10 per week. In Scotland, players are not permitted to head the ball the day before or after a match.

Australia, however, has no formalised CTE-specific guidelines.

Greener says attempts to engage both Football Victoria and Football Australia have so far gained little traction. Instead, he has taken the message directly to clubs, academies and grassroots coaches through workshops and podcasts.

“We just need a module in coach education,” he says. “If we’ve embraced sports science in nutrition, recovery and match analysis, then we also have to embrace the science on repeated head impacts.”

What concerns Greener most is not just the science, but the time lag between evidence and action. “This was once considered an old person’s disease,” he says. “But the science now shows it begins much earlier. The symptoms might not appear for decades, but the damage can start in youth.” He argues that brain health should sit alongside hydration, nutrition and recovery in every coaching curriculum. “We talk about load management for muscles. Why wouldn’t we talk about load management for the brain?”

A Duty of Care

The urgency is heightened by the rapid growth of the women’s game. Emerging research suggests female players may experience head impacts differently due to chemical and physiological factors.

“It’s about duty of care,” Greener says. “My grandson has just started playing. I want to know that whether I’m there or not, he’s protected.”

McQueen’s case has placed the spotlight firmly back on football’s responsibility. With further inquests pending in the UK, including that of Bill Gates later this year, pressure is unlikely to ease.

Football has adapted before — from concussion substitutes to advanced medical protocols. The next step, Greener argues, is simple:

“Make every header count. Don’t do 30 or 40 for the sake of it. Protect the brain, protect the player, protect the future of the game.”

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