PFA release Matildas report on the 2023 FIFA Women's World Cup outlining success

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Professional Footballers Australia (PFA) have published a new report on the Matildas and the 2023 FIFA Women’s World Cup that showcase positive numbers regarding the growth of the women’s game.

After a successful World Cup and a record-breaking A-League Women’s campaign in many areas, this comprehensive report is a guideline to FIFA and the AFC on how to tackle the current problems and challenges.

The report presents four pivotal recommendations that they believe will significantly contribute to the ongoing growth and success of women’s football. These include:

– A-League Women Professionalisation

The report suggests that it is imperative that the A-League Women adopts full-time professionalism as soon as possible to allow players to maximise their potential and produce the next generation of Matildas.

It currently lacks in that department compared to the top European leagues and is under threat from falling behind.

The A-League Women’s league has provided a crucial development platform for Australian football’s most successful, valuable, and powerful assets.

Every Matilda named in the World Cup squad had played in the A-League Women’s competition, playing a combined 1,953 matches prior to the World Cup.

– Equal World Cup Prize Money

Prize money for the 2023 Women’s World Cup was one quarter that of the 2022 Men’s World Cup. FIFA has suggested it intends to equalise prize money for the 2026-2027 cycle, but it has added a caveat that this is contingent on commercial outcomes.

However, the PFA pushes for FIFA to start their commitment now in order to build a foundation that will breed marketing and commercial success rather than wait.

The evidence from this recent World Cup suggests commercial success and potential is there if the funding gets lifted to allow it to grow.

– Increased Club Solidarity Fund

The report’s third recommendation, an increased Club Solidarity Fund, is an urgent call to action.

The Women’s World Cup Club Solidarity Fund for 2023 was US$11.5 million, just 5.5% of the men’s 2022 fund.

A substantial increase to the Women’s World Cup Club Solidarity Fund for 2027 would provide a massive stimulus package to women’s football and unlock investment in the environments where players spend the majority of their time.

The PFA consider this to be an imperative move.

– Player input into Scheduling

As the women’s football calendar expands, the report emphasises the importance of including players in decision-making processes.

In the report, it suggested FIFPRO found that 60% of World Cup players felt they did not have enough rest after the tournament before returning to club duties. Caitlin Foord and Steph Catley played for Arsenal just 17 days after the World Cup final.

Ensuring player welfare and competition integrity will create a sustainable and thriving environment for women’s football.

In the Executive Summary, it outlined many statistics and facts to come as a result of the 2023 Women’s World Cup.

Funding

The tournament generated a significant amount of money for a range of stakeholders. Football Australia (FA) estimated the tournament provided $1.32 billion in economic benefits to Australia.

FA’s Legacy ’23 strategy unlocked $398 million of government funding for women’s sports facilities and programs, of which two thirds would primarily benefit football.

‘The Golden Generation’

The home World Cup aligned with the peak of the Matildas’ golden generation of players. Fifteen of the squad were also part of the 2019 World Cup. The eight players aged between 28 and 30 played 59% of the Australia’s match minutes at the tournament. The data flags that there is a challenging period of transition on the horizon.

A-League Women’s growth

A-League Women clubs have also benefited from an organic increase in attendances and memberships as a result of the World Cup’s success.

This includes holding records such as Average attendance, Total attendance, Most in a single game, and Most memberships in league history.

CBA Competitive Advantage

Nearly two thirds (64%) of the Matildas felt their Collective Bargaining Agreement (CBA) was a competitive advantage at the World Cup. The CBA guaranteed world class conditions in the four years preceding the tournament (equal to the Socceroos).

Great conditions

The player survey found generally positive feedback about the conditions, facilities, and environment during the World Cup camp.

The legacy and impact this World Cup has left this country is immense, with the numbers in the report suggesting many avenues like the future of the Matildas and the domestic league are progressing at an alarmingly high rate.

Conclusion:

The four recommendations made by the FA do suggest change is imperative and the product still has a long way to go before it maximises its commercial and on field growth but overall the report was quite positive.

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UEFA has confirmed that Coca-Cola will once again serve as an official global sponsor for UEFA EURO 2028, marking the company’s 11th consecutive tournament. This partnership, which began in 1988, celebrates a 40-year milestone in one of European football’s longest-standing commercial relationships.

Under the renewed agreement, Coca-Cola will serve as the official non-alcoholic beverage sponsor of UEFA EURO 2028, set to take place across the United Kingdom and the Republic of Ireland.

The deal grants Coca-Cola exclusive pouring rights at all nine host stadiums, visibility in official fan zones and villages, LED pitch-side branding, as well as global digital rights and fan engagement initiatives.

40 Years Strong: Coca-Cola and UEFA Unite Fans Worldwide

UEFA’s Executive Director of Marketing, Guy-Laurent Epstein, highlighted the impact and longevity of the collaboration.

“Since 1988, Coca-Cola has been a proud supporter of the UEFA European Football Championship. Together, we have created lasting memories across generations. As we embark on our 11th consecutive tournament together, we look forward to delivering even more memorable experiences for supporters,” he said via press release.

Javier Meza, Marketing President for Coca-Cola Europe, described the renewed deal as a key element of the brand’s wider experience-focused marketing strategy.

“UEFA EURO 2028 will mark 40 years of Coca-Cola’s collaboration with UEFA. We will proudly refresh and inspire fans in stadiums, fan zones, and at home. This partnership supports our mission to bring people together, and we look forward to creating uplifting experiences that bring fans even closer to the action,” he said via press release.

Attendees will have access to a range of Coca-Cola beverages, including Coca-Cola, Powerade, water, and ready-to-drink coffee and fruit-based drinks, with options available in low-sugar and sugar-free varieties.

Coca-Cola has played a part in many of the tournament’s most memorable moments, from the 1988 finals in West Germany to recent editions featuring advanced digital activations.

The company will leverage its rights across retail, live events, digital platforms, and in-venue experiences, advancing from traditional stadium advertising to a multi-channel approach to engage consumers.

Image credit: Macarthur Bulls FC

Macarthur Bulls FC has confirmed a colloboration with DLK Advisory, who will come on board as a corporate partner backing the Club’s business and networking events for the coming two seasons.

DLK Advisory, known for its accounting and tax services across family groups, SMEs, government, not-for-profits, and major corporations, will support the Bulls’ expanding business network by enhancing the Club’s corporate events that connect sponsors, partners, and stakeholders throughout South West Sydney and beyond.

As a key element of the affiliation, DLK Advisory will team up with the Bulls’ commercial department to create quality networking experiences that reinforce relationships within the Club’s corporate network and spotlight the energetic, forward-thinking business community linked to the A-League.

Reflecting on the new alliance, David Lilja, Director of DLK Advisory, shared his excitement about the collaboration and the values both organisations bring to the deal.

“We are proud to partner with the Macarthur Bulls as they continue to inspire their supporters and the wider community,” he said via press release.

“This partnership provides a wonderful platform to introduce our refreshed brand, DLK Advisory – a firm built on trust and driven by excellence.

“We provide strategic accounting and tax solutions to a diverse range of clients, and like the Bulls, we are committed to performance, teamwork, and achieving outstanding results. We look forward to supporting the club’s success this season.”

Mark Jensen, Chief Commercial Officer of Macarthur Bulls FC, highlighted the value DLK Advisory will bring to the club’s growing corporate network.

“DLK Advisory are a fantastic addition to the Bulls family, their expertise will add real value to our corporate events program, ensuring our partners and stakeholders have meaningful opportunities to connect, share ideas, and grow together,” he said via press release.

“This partnership reflects our commitment to delivering a first-class experience on and off the field.”

The accord with DLK Advisory opens new opportunities for the Bulls to connect with the business community, fostering innovation, growth, and shared success throughout the region.