FFA CEO James Johnson: “We have many challenges in front of us as a sport”

James Johnson FFA CEO

Is James Johnson the trailblazer Australian football needs?

When James Johnson, the FFA CEO, attended his first press conference in mid January, he could never have predicted the enormous challenges facing Australian football.

Significantly, he was the first CEO in the history of the FFA to have a football background, having played for Brisbane Strikers at youth and senior level in the NSL and also being an original member of Les Scheinflug’s Joey’s squad of 1999 which performed so gallantly to reach the final in New Zealand before succumbing in a penalty shootout to the mighty Brazil.

In late March, mainly due to the impact of COVID-19, it seemed the sky was falling when 70 per cent of the FFA staff were stood down and there was extreme uncertainty about Fox Sports’ commitment to A-League coverage.

Fortunately, Johnson demonstrated all the negotiation skills he had gained in his senior roles at the PFA, Asian Football Confederation, FIFA and the City Group since 2009 to carve out a deal which ensured A-League backing from Fox for the remainder of the current season and to the end of next season.

He also played a major part in Australia and New Zealand securing the 2023 Women’s World Cup, and was the main architect behind the selection of the Starting XI and the proposed XI Principles which are designed to lead football into a new era.

Nevertheless, despite his track record and excellent credentials, Johnson has one of the toughest jobs in Australian sport as he tries to unite the stakeholders of a game which has always exhibited major political divisions.

In this interview with Roger Sleeman, James Johnson discusses all things football in his attempt to take the game to a new high in the Australian sporting landscape.

ROGER SLEEMAN
What are your views on the current state of Australian football?

JAMES JOHNSON
We have many challenges in front of us as a sport, intensified by COVID-19. These include the economics of cost and funding, as well as many football challenges, for example rankings in senior men’s national teams and not producing the same number of players competing in leading overseas Leagues. Also, our youth teams still find it hard to qualify through Asia in both the men’s and women’s game so this has to be addressed.

However, there are many opportunities, including capitalising on the large participation rate, local and global ownership, NPL clubs with an amazing history which has to be tapped into, and great products in the Matildas and the Socceroos, with the Tokyo Olympic Games, and World Cups, including one on home-soil in 2023, to look forward to.

ROGER SLEEMAN
Which of the Proposed XI Principles deserve major priority?

JAMES JOHNSON
They are all important as they include a vision, a narrative and definition of who we are. These philosophical football principles must be reinforced by commercial well-being of the game so real change can be implemented. Critically, changes in all parts of the game are required to realise the principles.

ROGER SLEEMAN
What is the state of progress in the efforts to fund the game, in light of the competitive marketplace and sponsorship dollars foregone?

JAMES JOHNSON
The traditional methods of business are broadcast, sponsorship, gate receipts and player registration fees. Undoubtedly, post COVID-19, broadcast revenues will be more difficult to obtain and sponsorship will be more competitive. Due to globalisation of the game across the world, the sponsorship funds go to bigger Leagues and clubs. Therefore, in Australia we need to look at new ways like O.T.T. and digitalisation of the game to produce more reliable revenue streams. Capital investment from the private sector and government also has to be increased.

ROGER SLEEMAN
What is being done to engage the general media in lifting the profile of the game within print, radio, television, and internet mediums?

JAMES JOHNSON
Firstly, we have to identify how our supporters are absorbing content. Our ongoing market research shows the A-League supporter is between 16-30 years of age and they are obtaining content through digital means, for example social media, especially Facebook. We have to capitalise on this further, but we shouldn’t ignore traditional and mainstream media. The Women’s World Cup can be very important in leading the transition to gain increased coverage through this medium. Also, we have to identify people in mainstream media who support our game and can influence the decision makers. In this regard, I recently met with Karl Stefanovic from the 9 Network who played youth football in Cairns and whose father played for West Ham. We have to be smart and find such people to put their hand up and make a statement for the code.

ROGER SLEEMAN
What are your plans to revamp the youth development system?

JAMES JOHNSON
In this space, there are significant challenges and it takes a long time to develop pathways. Some of our recent failures to qualify in both men and women youth tournaments must be reversed and we have to find ways to invest in youth development and pathways. Ideally, a transfer system will be an incentive for NPL and A-League clubs to focus on player development which will guarantee rewards and reinvestment in the game.

ROGER SLEEMAN
There is a distinct absence of technical players in Australia and very few playing regularly in the world’s top Leagues. What are you proposing in this area?

JAMES JOHNSON
The improvement in technical skills is a major priority for our game and we are discussing this in detail with the Starting XI. Regarding the fewer Aussie players in top Leagues, the freedom of movement of players in Europe sees more players moving across borders which increases the talent pool and can limit the opportunities for our players.

ROGER SLEEMAN
The selection of the Starting XI with former star players like Mark Viduka, Paul Okon and Mark Bosnich was an innovative step but what about former players who have achieved at the highest level in the game and in business but are not given a chance to contribute, e.g. Jack Reilly, Peter Katholos, Danny Moulis, Alan Davidson, Craig Johnston, Gary Marocchi, Glen Sterrey, Richie Williams, Manny Spanoudakis and Dave McQuire to name a few.

JAMES JOHNSON
The Starting XI is a football advisory panel and they have provided a lot of feedback already, including on the transfer system. Certainly, we have to listen to other football people to assist the game’s growth, and we are very open to doing so.

ROGER SLEEMAN
The game’s history reflects a lack of recognition for former players to be involved.
Your comment.

JAMES JOHNSON
I reiterate, it is important to draw on the expertise of former players and perfect examples are (Zvonimir) Boban and (Marco) Van Basten with FIFA and (Dejan) Savicevic at UEFA. The appointment of Mark Bresciano and Amy Duggan to the FFA Board last year was a positive move and former Socceroo and Newcastle Jets CEO, Robbie Middleby, is making a big difference at the FFA. Sarah Walsh, a former Matilda, is also a member of our senior management and works in our participation and grassroots space.

ROGER SLEEMAN
What are your thoughts on the proposed change of season from summer to winter?

JAMES JOHNSON
Obviously, the practical reason for a change is the late finish in August, rather than May this season. We have flagged the 2020/21 competition to start in December which will allow a fair time for the clubs and players to re-set and provide the opportunity for us to assess the benefits of A-League, W-League, NPL and grassroots playing simultaneously. This will also test the alignment of more grass-root supporters to become fans of senior football.

ROGER SLEEMAN
Many people believe the decision of the Board to deny the Southern Expansion an A-League license was a major mistake, particularly in light of their commitment to put down $15 million dollars on the table immediately and their Chinese backer’s intention to purchase Shark Park from Cronulla League’s club.
Your comment.

JAMES JOHNSON
I can’t comment because I wasn’t in the country at the time, but I can say, there is a solid commitment in the XI Principles for our Professional Leagues to be expanded.

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Australia football needs to fix its football governance before it can fix its referees

The clearest image yet of Australian football’s refereeing crisis arrived on Wednesday night as Sydney FC and Melbourne Victory met in an Australia Cup semi-final at Jubilee Stadium.

A first ever Big Blue in the competition – and towards it’s pointy end – should have been a showcase event for Australian football but instead, the referees were in the spotlight. Not because of the quality of their officiating, but because of the dire situation the game finds itself in and it’s present need to resort to international imports.


Four Singaporean referees were in charge of the fixture, which Victory won 2-0. Australian referees had refused appointments because of their ongoing dispute with Football Australia. The issue is no longer theoretical. Australian referees are not simply threatening industrial action – their absence has already changed how major matches are delivered. That is a governance failure on the part of Football Australia and the Australian Professional League.

What are the referees fighting for?

Around 90 elite Australian match officials are currently without contracts. That includes referees, assistant referees, fourth officials and video match officials working across the A-Leagues and Australia’s national competitions. The previous contracts expired last month. Some officials are also waiting for outstanding payments from A-League trial matches.

The Professional Football Referees Association (PFRA) has set three main requirements:

  • It wants the existing contracts extended until June 30, 2027, or until a new agreement or independent refereeing structure is established. 
  • It wants all outstanding match fees and expenses paid.
  • It wants a professional refereeing structure that does not place elite officials directly under the APL, which is controlled by the clubs they officiate. A new central structure is what the referees are demanding and should get.

Evgeny Vizelman, chairman of the PFRA, believes that whilst the strike action is extreme, it is necessary to protect Australian referees.

“We do not take the decision to stop officiating matches lightly,” Vizelman told Sydney Morning Herald last week.

“Our referees are being asked to perform in one of the most scrutinised roles in Australian sport without basic certainty around their employment and, in some cases, without even being paid for work already completed. That is not acceptable.”

Football Australia and the APL have been working towards a new structure, but one in which the two organisations contract separately for Australia Cup and A-League matches. The referees believe that is the wrong model.

Their concern is simple: The APL is 67.7% owned by the A-League Club Unitholders. Essentially, the clubs are appointing their own referees. That creates a perceived conflict.

If the referees sit under Football Australia as a regulator, it ensures there is no conflict of interest and that A-League clubs have no opportunity to influence the referees they may be appointed to matches.

England shows another way

England has already built the structure Australia is struggling to create. Professional Game Referees, or Pro Ref, is the central body overseeing refereeing across the Premier League, EFL, WSL Football and FA competitions. It is funded by those aforementioned competitions.

The important distinction is those competitions do not each run their own separate professional refereeing workforce. Pro Ref manages the system. It oversees appointments, development, training and performance. For the 2026-27 season, its new Professional Referee Group will service the Premier League and EFL Championship.

Officials work within the same professional structure and can be selected across competitions. That centralisation brings consistency. It also allows referees to be treated as a professional group rather than a collection of officials contracted separately by different competitions.

Whilst it is centralised, the system is not perfect. England has also recognised the need for greater independence in assessing referee performances due to Pro Ref being owned and funded by leagues and, as a result, the clubs they represent. However, as the body is also owned in part by the English FA, the governing body can oversee practices.

Pro Ref has also implemented world-leading officiating practices. Its Key Match Incidents panel includes former players and coaches, alongside representatives from the Premier League and Pro Ref, and reviews major decisions independently each week.

Pro Ref now has dedicated development groups, specialist coaching, sports science, psychology and performance analysis. 37 Pro Ref officials are currently on the FIFA International List. That does not prove centralisation alone creates better referees. But it shows what happens when refereeing receives a professional structure, long-term investment and consistent management.

Australian football needs to collaborate

This is where the Australian dispute becomes bigger than referees. Football Australia and the APL have been unable to secure agreement over who funds the referees over a long period of time, leading to this standoff; it comes at the same time as the APL’s difficulty in negotiating a new CBA with the players’ union.

Both organisations have a role in running their respective parts of the Australian game, but again an industrial dispute has the game appearing in shambles on the eve of another domestic season.

The most frustrating part of this dispute is that everyone needs the same thing. Football Australia and the APL need referees; there is no doubt the refs deeply value their employment at the elite level. With due respect to Wednesday’s flow-in Singaporean officials – themselves from a valued partner member through our shared position in the AFC – nobody wants to see the circumstances under which they were required on Wednesday continue any longer.

The PFRA dispute should therefore be treated as more than an industrial disagreement. It is an opportunity to fix the structure. Australia should learn from the principle behind Pro Ref and the English system. Centralise, professionalise and protect the officials who manage the game.

City of Logan Says No – Football Gets the Two-Finger Salute And So Does Its Supply Chain

There is something depressingly familiar about the latest decision out of Logan.

Football Queensland’s proposed $76 million redevelopment of Meakin Park, which would include a new state headquarters, a Women and Girls Academy, sports science and medical facilities, upgraded playing fields and an indoor futsal academy, has been rejected by Logan City Council. The council voted 12–0 against the longer-term tenure arrangement Football Queensland says it needs to progress the project.

Once again, football appears to have been handed the bureaucratic equivalent of the two-finger salute.

And before anyone accuses me of suggesting councils should simply approve every proposal put in front of them, I don’t think that’s the case. Councils have a responsibility to scrutinise major investments, protect public assets, consider existing users and ensure community interests are protected.

The problem is that we seem to have become very good at explaining why something can’t happen and considerably less effective at finding a way to make it happen.

That distinction matters.

The Logan decision isn’t simply about a lease or a football facility. It’s about a much bigger problem in Australian sport: the growing disconnect between the people making decisions about community infrastructure, and those actually use it.

We’ve been talking about this for some time

This is not a new concern for Soccerscene.

Our recent work examining football infrastructure, council planning and government investment has repeatedly highlighted the same issue. Football is growing, participation is increasing, women’s and girls’ football is expanding, clubs are carrying more players and communities are demanding better facilities, yet the planning and funding systems supporting the game often remain stuck in an entirely different era.

In our most recent podcast, we were joined by Paul Klissaris from the City of Monash and Merri-bek Councillor Ozcar Yildiz, with a discussion centred on governance, transparency and the disconnect that can exist between decision-makers and grassroots communities.

What came through strongly was that this isn’t simply a football problem.

It is a governance problem.

It is about who makes decisions, what information those decisions are based on, how transparent the process is and importantly, whether the voices of the people who actually use community infrastructure are being heard.

That conversation reinforced something I have increasingly come to believe: football’s infrastructure problem is not simply a shortage of money.

It is a shortage of alignment.

The people making the decisions don’t always understand the game

There is an uncomfortable truth here.

We have created layers of governance, committees, planning processes and bureaucratic frameworks that can give decision-makers an enormous amount of information while still leaving them disconnected from the reality on the ground.

A community doesn’t experience football through a strategic plan.

A parent doesn’t care that a council has completed a participation assessment when they are driving around looking for somewhere for their children to train.

A club doesn’t experience infrastructure planning through a committee meeting; it experiences it when it has to turn away juniors because there aren’t enough pitches, or when drainage has failed, when lighting is inadequate or when training schedules are pushed deep into the evening because facilities are already at capacity.

This is why the Logan decision matters.

Football Queensland says it needs long-term tenure to unlock government investment. Council has legitimate concerns about the length of that tenure, community access, existing users, financial commitments and the future control of the site.

Fine.

But what happens next?

If the tenure isn’t acceptable to council and that tenure is essential to unlock funding, then simply saying no doesn’t solve the problem.

It just moves the problem elsewhere.

And ultimately, those who pay for that indecision aren’t Football Queensland or the council.

They’re within the community.

We need to stop treating football infrastructure as a cost

One of the biggest failures in the way governments approach football is that infrastructure is too often viewed as an expense rather than an investment.

Football is one of Australia’s major participation sports. It has an enormous volunteer workforce, thousands of clubs, millions of participants and a commercial ecosystem that stretches well beyond the clubs themselves.

A new football facility isn’t just a few fields and a grandstand.

It means construction, engineering, lighting, irrigation, equipment, technology, grounds maintenance, apparel, coaching, sports science, media, hospitality and employment.

It means businesses across the football supply chain receiving work and creating jobs.

This is why I argue when football gets the two-finger salute, the entire football supply chain gets it as well.

The consequences of delayed infrastructure extend well beyond the touchline.

Every project that doesn’t proceed represents construction that doesn’t happen, equipment that isn’t purchased, technology that isn’t deployed, people who aren’t employed and businesses that don’t get the opportunity to grow alongside the sport.

That is an economic impact that rarely appears in a council report.

We’ve asked these questions before

This is also why the Logan situation needs to be considered alongside the broader questions we have raised in previous Soccerscene opinion pieces about council spending and football infrastructure.

We have seen examples where football participation continues to grow while investment decisions appear heavily weighted towards other sporting codes.

The argument isn’t that AFL, cricket, tennis or any other sport shouldn’t receive investment.

Of course they should.

The question is whether public investment is genuinely following community demand.

If football has growing participation, growing female participation, increasing facility pressure and an expanding commercial ecosystem, then surely the investment model should reflect that.

Otherwise governments are effectively asking football to accommodate twenty-first-century participation within twentieth-century infrastructure.

That simply isn’t sustainable.

What Packer understood about public money

There is an old Kerry Packer quote that came to mind while considering this issue.

During a 1991 federal parliamentary committee hearing, Packer famously defended tax minimisation and argued, in typically blunt fashion, that people had little reason to voluntarily give more money to government if they didn’t believe government spent it well.

It was classic Packer – blunt, provocative and designed to make the room uncomfortable.

But there was a broader lesson in it.

People want to see value from the money being collected and spent on their behalf.

Football communities are already contributing enormously.

Parents pay registrations. Volunteers give their time, clubs raise money, businesses sponsor teams. Participants purchase equipment and apparel, councils collect rates, governments collect taxes.

An entire commercial supply chain has developed around the sport.

So when the public is told that infrastructure investment isn’t possible, the obvious question becomes:

Where are the priorities?

This isn’t an argument for reckless spending.

It is an argument for better spending.

Football can demonstrate the ROI

I don’t believe the answer is to attack councils every time they reject a football proposal.

Councils have a responsibility to scrutinise public assets and demand accountability.

But in this case, I would argue that football can easily demonstrate the return on investment.

The $76 million isn’t simply an investment in buildings and playing fields.

It creates participation capacity, supports women’s and girls’ football, generates construction and employment activity, creates opportunities across the football supply chain and provides a long-term community asset in one of Queensland’s fastest-growing regions.

Football Queensland should absolutely be required to demonstrate the financial model, community outcomes and governance arrangements, but the broader ROI case for football infrastructure is becoming increasingly difficult to ignore.

The question shouldn’t simply be what the project costs.

It should be what the community, government and local economy gain from making the investment.

That is the conversation we need to be having.

Not whether football deserves the investment, but how we structure it so the return – social, economic, commercial and sporting – is measurable and delivered.

We need a delivery framework

What football needs now is not another glossy infrastructure strategy that identifies the problem and then sits on a shelf.

It needs a delivery framework.

Football Australia, state federations, state governments, local councils and clubs need to establish a much clearer model for how major football infrastructure is actually delivered.

Who owns the land?

Who funds the construction?

Who operates the facility?

Who carries the maintenance costs?

What level of community access is required?

How are existing grassroots users protected?

How are women’s and girls’ pathways incorporated?

What tenure is required to unlock government investment?

And who is accountable if the project doesn’t happen?

These questions shouldn’t be worked out after a proposal reaches a council chamber.

They should be agreed upon before it gets there.

That is perhaps the biggest lesson from Logan.

If 50 years is too long, negotiate 20 or 25.

If community access needs to be stronger, build those requirements into the agreement.

If council wants greater involvement, create a governance model that provides it.

If government funding is uncertain, bring the state government into the conversation earlier.

There are solutions.

What is missing is a framework that brings all of the parties together early enough to find them.

Because the alternative is the cycle we keep seeing:

Football identifies a need, develops a proposal, seeks government support, enters a lengthy negotiation over land, funding and tenure, and eventually reaches a point where one party says no.

Then everyone walks away.

The project stalls.

The investment disappears.

The community waits.

And football is left to start again.

That is not infrastructure planning.

It is infrastructure attrition.

The cost of saying no

Government is very good at measuring the cost of saying yes.

It is much less effective at measuring the cost of saying no.

What is the cost of another 5,000 players without adequate facilities?

What is the cost to women’s football when pathways can’t expand?

What is the cost to clubs that are forced to cap registrations?

What is the cost to businesses that would have supplied the project?

What is the economic activity that disappears when a major infrastructure project doesn’t proceed?

And what is the long-term cost of continually under-investing in a sport that is growing faster than the infrastructure supporting it?

Those costs don’t necessarily appear on a council balance sheet.

But the community still pays them.

That is why scrutiny cannot be the end of the conversation.

If the proposal isn’t right, fix it.

If the tenure doesn’t work, negotiate it.

If the governance model isn’t acceptable, redesign it.

If the community benefit isn’t sufficiently clear, strengthen it.

If existing users haven’t been adequately consulted, bring them into the process.

That is what leadership looks like.

The role of government should not simply be to decide whether a proposal survives.

It should be to help create the conditions in which good projects can succeed.

Football needs a seat at the table

The bigger issue exposed by Logan is that football still too often enters the infrastructure conversation after the important decisions have already been shaped.

It gets consulted.

It gets asked for submissions.

It gets invited to roundtables.

But consultation is not the same as influence.

Football needs a genuine seat at the table when decisions are being made about the future of community infrastructure.

Because the game is now too big, too commercially significant and too important to communities to be treated as an afterthought.

And that conversation needs to recognise the full football ecosystem.

This isn’t just about players.

It is about clubs, volunteers, coaches, referees, families, businesses, suppliers, technology companies, facility operators, groundskeepers, apparel companies, media organisations and the thousands of people whose livelihoods and businesses are connected to the growth of the game.

That is the football economy.

And when infrastructure doesn’t keep pace with participation, every part of that economy feels the pressure.

The two-finger salute has to stop.

But stopping it doesn’t mean demanding that every football proposal be approved.

It means building a system where legitimate concerns lead to better proposals rather than dead ends.

Where councils can protect public assets without blocking investment.

Where football can demonstrate its social and economic return.

Where governments can see the value of participation growth before facilities reach crisis point.

And where major projects are negotiated as partnerships rather than presented as competing interests.

The Logan test

That is why I don’t think the most important question coming out of Logan is whether Football Queensland’s $76 million proposal should have been approved exactly as presented.

The more important question is what happens next.

Does the rejection simply become another example of football being unable to get major infrastructure projects over the line?

Or does it force football and government to rethink how these projects are developed, negotiated and delivered?

Because if it is the former, nothing changes.

Another proposal will come along. Another council will have legitimate concerns. Another negotiation will become stuck on tenure, funding, governance or community access.

And another generation of players will inherit the same infrastructure problem.

If it is the latter, Logan could become a turning point.

Football can demonstrate the demand.

Government can demonstrate the investment.

Councils can demonstrate accountability.

And together they can create a model that delivers all three.

That is the conversation football should be demanding.

Not simply, “Give us the money.”

Not simply, “Approve our project.”

But:

“Let’s build a system that allows the right projects to happen.”

Because football shouldn’t have to continually ask government for permission to grow.

Government should be planning for the growth that is already happening.

And if bureaucrats genuinely want to know what the community needs, perhaps the first step is to stop assuming they already know.

The Logan decision should not be remembered simply as another football project that failed to get over the line.

It should be remembered as the moment the game decided that saying no was no longer good enough.

Football deserves scrutiny.

It deserves accountability.

But it also deserves a system capable of turning demand into infrastructure.

Because when football gets the two-finger salute, it isn’t just the players and clubs that get it.

The entire football supply chain gets it too.

And ultimately, so does the community.

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