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Exclusive Interview
Phil Moss: Australian football coaches deserve better
Former Central Coast Mariners coach Phil Moss claims football coaches in Australia deserve more respect and a higher level of support.
Speaking exclusively to Soccerscene, the former A-League coach claimed associations such as Football Coaches Australia (FCA), which he is currently president of, will improve the conditions and reputation of coaches in Australia.
“I think the main aim (of FCA) is to wrap coaches with a support mechanism, give them a collective voice and really drive towards a level of respect for coaches that we haven’t seen in this country,” he said.
“We’re always the easy option when things go wrong.
“There’s an old saying, when the team’s going well the players are great, but when the team’s losing it’s because the coach doesn’t know what he is doing.”
Moss had various coaching stints in his career at Dee Why FC, Northern Spirit youth (assistant), Manly United and the Olyroos (assistant) before moving to the Mariners in 2010.
He took over from Graham Arnold after being an assistant coach for the club in the three years prior, which included a championship winning season in 2012-2013.
Moss led the Mariners to a third placed finish in his first season as head coach in 2013-14.
However, he was eventually sacked near the end of his second season in charge after disagreements with the owner.
“We had a fantastic first season, we had a lot of success, we missed the grand final by one game,” Moss said.
“We also missed out on the second round of the ACL by a point and then we sold a lot of players. In the January transfer window of the following season, I think I lost six players in that period and that proved to be really tough.
“Things spiralled out a bit from there and the owner and I fell out. There was only going to be one winner in that situation.”
Moss believes a lack of appropriate professional support at the time of his removal, planted the seeds for his eventual involvement in FCA.
Central Coast ended up compensating Moss in the region of around $500,000 according to The Daily Telegraph, after his case for wrongful dismissal was settled before a court date. (Moss would go on to be an assistant coach at Sydney FC in 2017).
“I had my family, my closest friends, my mobile phone and a pretty good lawyer and that was it. That’s where FCA sort of morphed from.
“My mantra is to make sure no Australian coach is ever in the same situation I was in. Plenty of others before me were in (that situation) with no real support.”
Steps in the right direction have been taken to improve the employment conditions and general well-being of coaches through work driven by the association.
FCA recently released the findings of a study completed by the University of Queensland on these factors.
The report showcases data which highlights the need for contractual guidelines to be implemented, as well as standardising grievance and dispute resolution procedures, among other things.
FCA hopes to address these issues and move quickly into a process to fix them.
“We’re fighting for better conditions for coaches and probably a bit more uniformity,” claimed Moss.
“We are working hard on a well-being program for coaches, to support coaches in and out of jobs and in that transition into a job and out of a job. So, all those things are really important to us.”
The association was also in contact with the FFA and A-League clubs, before the start of this A-League season.
“Greg O’Rourke and the FFA were kind enough to give us a slot during their agenda with the coaches.
“That was an opportunity for us to ask the coaches what their issues were, going into the season.
“We’re in the process of sharing that information with FFA and working through that, and not just with the FFA but obviously the new operating company of the independent A-league.”
The organisation has a seat at the table in the discussion for the introduction of a national second division, thanks to FFA Board member Remo Nogarotto.
Nogarotto is the current chair of the National Second Division Working Group.
Moss is thankful for FCA’s inclusion in the conversation, in what will provide elite Australian coaches with more job opportunities in the future.
“Full credit to Remo and his working group, for seeing it fit to include coaches.
“At the end of the day, coaches are responsible for the happiness and the satisfaction of four key stakeholders, the ownership and boards, the dressing room, the fans and the media.
“So, when you’ve got that sort of vested interest in the game, holistically, it seems really illogical not to have coaches part of the discussion and part of the decision-making process around the game.”
After being formally elected as president of FCA in July 2018, Moss was re-elected at an AGM in August of this year, in what was a proud moment for him.
Speaking about the privilege of leading FCA, Moss said: “It’s a massive honour. Probably aside from coaching in the A-League as a head coach, it’s right up there.”
Philip Panas is a sports journalist with Soccerscene.
He reports widely on football policy and industry matters, drawing on his knowledge and passion of the game.
Before becoming Brand Director of Nike Pacific – an organisation he’s been part of since 2015 – Nick Atkinson knew very early on that he’d be working in football.
Growing up in Wales of the UK, he was brought up through the school, college and university system that paved the way for his passion to come to life.
From starting off with his first training session at Wick Dynamos in West Sussex, football has been a consistent part of his life.
In this interview with Soccerscene, Nick discusses his role of Brand Director in more detail, Nike’s involvement with the Matildas, working with Sam Kerr and giving back to the grassroots level.
As Brand Director, can you outline your role in helping promote football?
Nick Atkinson: I’ve been involved with Nike since 2015 and even before becoming part of the swoosh family, football has very much been something I am deeply passionate about.
I remember during the final round of my job interview for Nike, I was asked why I wanted to join the team. I didn’t give a great answer, but I had said that I wanted to work on a brand that propelled the game of football and had close ties to the World Cup. And I feel that my love for the game really shined in that moment.
Since taking up the role I’ve been fortunate to be part of so many firsts – seeing how football can uniquely unite and inspire people and nations.
With Nike’s level of global impact, I am aware of the responsibility and part I play in shaping how our athletes are seen, and leading this work on home soil has been a dream.
The Women’s World Cup in Australia and New Zealand for example, was a major project that I led. It was Nike Pacific’s most significant investment in a sporting moment yet – from unmissable out-of-home, a world-first tiktokumentory, football accelerator legacy programs to the first female football-led retail door – the Dream Arena.
I’m immensely proud of what we, as a team, achieved to build a better game for all. It makes all the work we do behind-the-scenes so satisfying when we know it means that the next-gen athletes will have new-found heroes to look up to.
On a local level, after personally playing eight to nine seasons in Victoria’s state and metro leagues, I knew I wanted to get Nike involved as there was so much potential for impact at that level.
Seeing so much success in the sport both at the domestic and international level is a true highlight.
Nike proudly sponsor the Matildas; how do you reflect on FIFA Women’s World Cup 2023?
Nick Atkinson: I’ve worked with both our national teams (Matildas and Socceroos) for many years and have had so many amazing moments – I even remember a free-kick competition with Brett Emerton and Mark Bresciano in 2016 on ANZ Stadium!
If you look at the Socceroos performance in 2022, you can say it’s the ‘greatest assist’ before the 2023 Women’s World Cup because they had set that benchmark for performance and awareness across the country and reignited football.
This year’s tournament has undeniably been a generational moment for sport and culture, having the global tournament on home soil and the home team of the Matildas was the moment to accelerate sport into the future – we know sport creates change, and this was the largest accelerator of women’s sport and culture for the next five years.
The Matildas post tournament are now household names and have shown the world the power of women’s sport. From record-breaking crowds, jersey sales and viewership – the Matildas continue to inspire us all with their captivating performances and genuine love for each other, their fellow athletes and the game.
It felt like it’s been a while coming, but we saw the nation finally galvanise and get behind our national teams – and without a doubt, we’ll look back on the 2020’s as the greatest decade of women’s sport.
Living and breathing football in both my professional and personal life, I can say that we’ve got such a unique Australian football identity. We’re in arguably the most dynamic period that Australian football has ever seen and we’ve opened the sport up to the most diverse audience, which is so exciting and refreshing.
What did you make of user/social media engagement throughout the World Cup – was there anything significant you or your team saw in relation to aspects like shirt sales?
Nick Atkinson: We started working on our plans almost the day after the bid win got announced, so we were 100% ready going into the Women’s World Cup.
We have so much equity and history to elevate women’s sport at Nike, so this wasn’t new for us and has been a journey we’ve been on for a very long time.
When you look at a Matildas match, it is so different compared to the Socceroos. For example, lots of school trips and big groups of young fans, so that is really amazing.
One of the things that we anticipated was going to happen, was the emergence of new voices wrapped around this game. We knew this moment would be successful because it opened opportunities to grow and nurture these new voices in the game. That was one of the rewarding elements, to see different sections of the media and social platforms emerging to give us a new and youthful perspective on the sport.
Our partnership with TikTok saw the creation of 1000 Victories – one of the most successful pieces of media that we worked on through the Women’s World Cup.
This was co-created with a young generation of fans who emerged with a point of view on football and women’s sport. That enriched the game and really took it to new heights, making it bigger and more diverse and gives people a bunch of ways to be involved.
Sam Kerr is hugely popular in Australia and overseas – what was it like building her brand campaign?
Nick Atkinson: It’s been amazing, this is something I’ve personally worked on for a really long time, I’ve enjoyed and am so proud of.
It’s not only Sam but the whole group that we’ve had a relationship with for so long now and that has allowed us to get to know who they are as individuals as well as athletes.
To build a brand plan, you do need to have that full understanding of a person or team to work out how to best approach it.
I placed Sam in her first brand campaign for Nike in 2017 for the launch of the Mercurial Superfly 360 boots. That was at a time where she had just came off winning a Golden Boot in the NWSL and we knew at that point, we had a superstar on the rise.
We featured her in the launch campaign for the boots using billboards and the like, as well as an athlete experience at Rebel. We had an incredible turnout, not only from supporters but across the entire community.
At that time, it was clear that Sam had that star power to take her even further which proved to be the case. Fast Forward and she’s shared a few Mercs with Cristiano Ronaldo and Kylian Mbappe.
I’ve had the privilege to get to know Sam over the many years of collaboration and it has helped us build a strong, authentic platform and brand around her journey.
There’s nothing that we believe in more at Nike than listening to the voice of the athlete and doing work that resonates with them – such as their values and beliefs, and what they stand for. An example of this is something we’ve always told Sam, “We’ll get it right on the pitch first and then build from there.”.
The journey has been amazing and to be part of that is truly special. Our goal is to support Sam and build her brand while she’s delivering ground-breaking performances on the pitch and creating an unbreakable connection with fans.
More broadly, at Nike we believe that it’s not a one-person team with the Matildas by any stretch.
We have an incredible roster of athletes across the Matildas such as Elle Carpenter, Steph Catley, Kyah Simon, Alanna Kennedy, Mackenzie Arnold, Hayley Raso and more, and we’re focused on supporting and elevating the whole roster.
Our brand investment in the Women’s World Cup was the single biggest investment we’ve ever made in this country to elevate the team. We were prepared, we started early and I believe played a critical part in connecting the fans and the team.
You are also supporting Fitzroy Lions Soccer Club – what is it like switching back to the grassroots level and giving back?
Nick Atkinson: Football would not happen without volunteers at the grassroots level – it’s an area of the game that we really believe in and want to have a positive impact.
I shared my story coming through the UK, starting out in grassroots football, and being one of those kids that had to hustle for rides from other people’s parents, or ride my bike to games with my brother, and wear my boots until they fell apart, I know what a huge enabler it can be for kids. Getting involved in Fitzroy Lions has been a real personal love of mine.
We’ve been partnered with Fitzroy Lions Soccer Club since 2018 – they are an incredible organisation where many of the kids come from refugee families and football plays a critical role in uniting that community. It’s where you really feel the power of the world game.
Our relationship started simply, going down to training sessions to meet the team and see what they’re about – they are a rare team in Australia that offers a route into structured league football for kids whose parents can’t quite afford it normally, in a sport that can be quite expensive to play. Through the time spent with them, I really got to know the kids and their families.
It was so enriching and an awesome experience where the club simply provides the opportunity for everyone and eliminates those barriers that people face when looking to play.
So many of us at Nike live and work around those communities so it’s a great opportunity to directly support people related to what we do. We’re proud to be part of something like this and seeing the smiles on the kids’ faces when they’re playing on the field is a real highlight in my career.
Excitingly, like many other grassroots clubs, they have seen a 200% increase in girls participating this season which is so encouraging.
In addition, we’re in the fifth year of naming rights for the Nike FC Cup and recently announced the Nike FC Accelerator Program. This is a four-year commitment with Football Victoria to drive gender equity in the sport by increasing the number of female coaches and giving better access to football at The Home of Matildas.
Overall, we want to provide equal opportunities and this is the legacy that Nike wants to leave in the long run to drive the sport forward.
Melbourne City FC announced that Tarneit United Soccer Club are a Macca’s City Clubs Platinum Partner for the current 2023/24 A-Leagues season.
Melbourne City have used their partnership with McDonald’s Australia to create The Macca’s City Clubs program. This program aims to engage junior grassroots football clubs across metropolitan Melbourne and regional Victoria with the aim to help grow football on and off the pitch.
The club seek to create purposeful long-term relationships with every club they work with and make a huge impact on the development and participation numbers of the sport.
It was originally launched in the 2021/22 A-Leagues season, and the club continues to grow the club network utilising this amazing program every season.
There are plenty of benefits for Tarneit United SC that come out of this partnership including “Coach the Coach” workshops led by our experienced Melbourne City coaches, player meet and greets, and the opportunity to take part in exclusive matchday experiences and offers.
Tarneit United President, Burhan Farah explained why this partnership would benefit the members of the club greatly.
“Tarneit United is in the heart of the west and we’re excited to partner with the best A-League club in the country. Farah mentioned in a Melbourne City press release
“A love for football is our number one driver, and by aligning our club with Melbourne City FC, we hope to inspire our coaches and players to continue to grow our game in the community.
“It’s an honour to be a Macca’s City Club Platinum Partner and we look forward to supporting Melbourne City from the stands this season.”
Melbourne City FC CEO, Brad Rowse explained the importance of growing grassroots football in Victoria.
“We’re delighted to welcome Tarneit United to the Macca’s City Club program on the eve of the 2023/24 A-Leagues season. Rowse added in a club press release.
“Supporting grassroots football is important to us at Melbourne City FC, and with the addition of Tarneit United, we now have thirteen Macca’s City Club Platinum Partners stretching right across Melbourne.
“We’re incredibly excited to partner with Tarneit United and can’t wait to give their participants plenty of unforgettable experiences and opportunities in the years ahead.”
Melbourne City through their Football School and Maccas City Clubs programs have set a standard for the other teams in the league to hopefully follow in the near future.
The importance of setting a fantastic grassroots foundation of football in the country can never be undermined and this partnership provides another great example of it.
