Phil Stubbins: Past lessons the key to reviving Australia’s youth development

Phil Stubbins believes that in order to create a competitive level of youth development and infrastructure, Australia needs to commit to a long-term vision with a clear and detailed plan.

The current Head Coach of Campbelltown City SC, Stubbins has had a storied career in football that spans three-decades, but during this timeframe there has been a marked shift in Australia’s football landscape.

“I think we can certainly get better and definitely need to keep looking at ways to improve our infrastructures and youth programs in order to keep on the shirt tails of the ever-improving world’s best. To not do that could prove extremely damaging to our game, both nationally and domestically,” Stubbins said.

“All of this will need money, of course. If you look at youth development currently in the UK alone, we must acknowledge that vast amounts of money and resource have been poured into their development systems.”

While Australian football lacks the financial muscle to compete with the globe’s leading leagues, the success of the ‘Golden Generation’, who broke the nation’s infamous World Cup drought in 2006, proves that there is an underlying capability to produce talent.

Despite this capability, Australia’s youth pathway systems have come into question from many influential figures and it feels like an age since world class players were being regularly cultivated.

Stubbins during his tenure as Newcastle Jets Head Coach.

“Here in Australia, we’ve actually taken away the most efficient development pathway available to our young players by sadly abandoning the Australian Institute of Sport (AIS). The AIS was our most effective provider of top national team players at one time with a program truly aligned to a top centre of excellence,” Stubbins said.

“I’m not saying that A-League clubs can’t now run their own academies efficiently but, the AIS was a facility designed specifically to accommodate, nurture, and educate professional levels of the game to our ‘best’ young players of the country. These players would all be training against each other on a daily basis looking to stamp their mark. That’s now gone!”

The long-term ramifications of decommissioning the AIS and moving to an academy-based system are yet to be seen, but for Stubbins, players are not being exposed to enough competitive football or elite level football education.

“The English Premier League academy players are playing 40 games per season as a minimum, plus, 10 to 12 hours per week of training, and then educational analysis of themselves and opposition teams in the classroom. Can you imagine the development curve for these players?”

“To be competitive these players are challenged in all aspects of their ability. Preparation, commitment, discipline, desire and a winning mentality. That’s just to compete, let alone to succeed.”

Stubbins understands the AIS intimately, having spent a year there as an assistant then interim head coach.

Additionally, as a star player for Heidelberg United FC during the early 1990s, he played with and against some of the most prodigious talent Australia has ever produced.

“I played in the old National Soccer league (NSL) with the likes of Paul Okon, Ned Zelic, and the emerging Mark Viduka. Kevin Muscat was another who was with us at Heidelberg United. From memory, all of these boys were only 17 when making their mark in the game back then. How many of the same age players do we now we see having man of the match performances in the A-League like these players were?” Stubbins asked rhetorically.

Mark Bosnich, Graham Arnold, Robbie Slater, and many more were making their mark in the NSL during the era, many of which went on to become household names who represented the nation at the highest level.

“The lessons? It was tougher, far tougher back then I’d say. There are some excellent players today of course but holistically speaking, in terms of behaviours, attitude, mentality and the like I’d have to say that the old NSL was simply a tougher breeding ground of competition than the current A-League and that dogged mentality has evaporated to some degree,” Stubbins said.

“How to get some of that back plus, differing ways to progressively take the game forward is now a huge challenge for all of us.”

Stubbins’ Campbelltown City SC were crowned NPL champions in 2018.

Although a major challenge certainly exists to recapture the standards set from yesteryear, Stubbins believes it is possible by leveraging knowledge from current industry leaders and using it to setup a sustainable, long-term strategy.

“I don’t have all the answer but perhaps we could start by introducing the best people possible to oversee the reincarnation of youth development in Australia, with a mandate to provide ideas on gaining parity with the world’s best,” he said.

“To me, it’s very important to offer more educational insight into how top players ‘think’ and ‘train’ at the top level. Find out what separates the best from the rest with insights into their daily, weekly routines. We firstly need to showcase to our coaches exactly what those levels look like,” he said.

“We need to access the knowledge that these people can provide, otherwise, we’re simply guessing on how to improve.”

Another key talking point in recent times has been whether domestic-based talents are leaving too early in their careers. A trend has emerged of players thriving at a young age domestically only to move overseas prematurely, losing their momentum.

“We need to build the game here firstly and offer more elitist environments. That said, too many youngsters go before they are ready to go,” Stubbins said.

“There is no sense in going overseas when you are not prepared and ready. That’s why many of these young players that go overseas early never fulfil their aim to make it abroad. They simply go unprepared.”

While there is no obvious answer or quick fix to Australia’s youth development and infrastructure challenges, progress appears to be heading in the right direction under FFA CEO James Johnson  – and with rumours of a National Second Division starting to gather steam, Stubbins is keenly focused on his current role with the South Australian NPL champions.

“We have a strong junior contingent and a sound underpinning of direction and transparency from the board. Campbelltown City is an exciting club to be around with a terrific work ethic, and culture, both on and off the field.”

“I believe a second division would help to reinvigorate the Australian competition. If we can structure it to offer an attainable pathway opportunity from State Leagues across the country, then let’s make it happen. How? I’m personally not quite sure, but where there’s a will, there must be a way!”

Football Queensland confirm Club Convention topics

Football Queensland recently released the central topics that will ‘Elevate the Debate’ of their inaugural Queensland Club Convention.

The convention will be held on Saturday, 2 November, and Sunday, 3 November 2024, at the Brisbane Convention & Exhibition Centre.

This event will bring international speakers and panellists with industry expertise to give specialised sessions for Queensland’s clubs, coaches, teams, and associations.

Before the event on the 1st, there will be a cocktail networking event at the Sunset Lounge at Suncorp Stadium for Brisbane Roar Men’s home opener against Sydney FC.

Furthermore, on the 2nd, there will be a Queensland Awards Night at Brisbane City Hall.

These Focused sessions for participants will be based on the three broad themes of Growth, Sustainability and Technology.

GROWTH 

  • It’s Already Coming – The Next Phase – 50/50 – Football’s Growth Story

Unpacking the truth about the growth of the game – what is the role of clubs and how can they prepare for it

  • Revenue Diversification – What Business are we in?

Case studies of clubs that have successfully diversified their income sources with an opportunity mindset

SUSTAINABILITY 

  • Critical Transition of Club Culture through Phases of Growth & Time

An analysis of how static club culture can paralyse a club’s maturation and progress

  • Dynamic Club Business Models

Breaking away from treading water, reducing reliance on volunteers & unlocking growth (case studies)

  • Optimal Club Governance & Administrative Structures

What does best practice look like and how do we get there? (Case studies)

TECHNOLOGY 

  • Digital Transformation in Sport Operations: Benefits of Deploying a Common Tech Stack

Reducing the volunteer burden – managing risk, data security, continuity of IP

  • Achieving Alignment, Unlocking Value & Eliminating Key Person Risk

The benefits of a common CMS and fully integrated platform for all clubs

  • Cyber Bullying – Protecting the Game, our Clubs and Participants
  • Government Relations – #EQUALISER

In the coming weeks, details of the specialised speakers for each club, official and coaching session will be released.

This event will be a great opportunity for the state’s clubs to network with some of the best in their respective field, as well as interested stakeholders and other FQ clubs.

It will also enhance the positive community-based focus that has been central to Football Queensland’s strategic plans for 2024-2026.

Tickets are selling out fast and with a limited supply, this event for the interested is not one to miss out on.

To purchase tickets to the Club Convention, click here.

Western United’s Nathan Perrone discusses BrandScent partnership and the commitment to support local community

Western United has recently added BrandScent to their list of partners signing a three-year deal to help create a signature scent at their home ground, Ironbark Fields.

Based out in Truganina in Melbourne’s west, the multi-award-winning scent marketing agency, run by Suji and Jeeva Sanjeevan, made their name through the TV show Shark Tank in 2023.

BrandScent are now breaking into the Australian sporting landscape and are hoping to collaborate with other sporting organisations as well.

Leading and coordinating these partnerships is Nathan Perrone, Western United’s Commercial Partnership Executive, who has been at the club since February 2022.

Perrone describes how BrandScent initially got onto the club’s radar regarding a potential partnership.

“A lot of credit goes to my former boss Chris Speldewinde (who formerly worked in the GM commercial role at Western United),” he said to Soccerscene.

“He started these conversations with Jeeva and Suji at the backend of last year and became connected through the local community.

Despite being a relatively small business, BrandScent has already worked with a range of companies in Australia and internationally.

With this collaboration, Western United got the opportunity to talk and potentially expand their list of partners. Alongside BrandScent, they were able to add a partner who was local to the area.

“They provided us with contacts and new clients that we could talk to,” Perrone said.

“They have worked with massive companies not just in Australia but globally, such as American Express and Arnott’s.

“For them too, it was important to support local and break into the sporting space and do a proper partnership.”

Ever since their inception, Western United have shown their strong support towards Melbourne’s western suburbs throughout the years.

The club are partners with the Wyndham City Council, Victoria University and Werribee & Western Automotive Group to name a few and are all located out west.

“We’re really emphasising the chance to connect with fans and businesses in the region, to help the whole Wyndham City Council and those in it to provide better opportunities,” Perrone said.

It has taken some time for Western United to cement their place in the west, having to wait for Ironbark Fields in Tarneit to be completed.

For both the men’s and women’s teams, they have had to play their home games elsewhere – such as AAMI Park, City Vista Recreation Reserve and North Hobart Oval.

“For us as a club, it’s been challenging when we haven’t been in the region we had hoped to be from year one,” Perrone said.

However, Western United have finally established Ironbark Fields as their home and for local businesses such as BrandScent, it will make it easier and more accessible for them to collaborate with projects such as creating the club’s signature scent for the upcoming season.

“It’s a three-phase project,” Perrone added.

“Phase one was introducing to some staff and players how it works.

“Everyone was smelling scents and trying to get an understanding of what smells represent the club and the first phase is essentially done.

“They’re now working on some things based on everyone’s feedback and they’ll come back to us to refine it again.

“They’ll do some more research, and we’ll go into the final stage and start to roll it out.”

In addition, both Western United and BrandScent are aiming to connect with the local clubs in the west through their partnership.

“We are looking to do more opportunities with players and even local clubs to create a workshop where you can create your own fragrance,” Perrone said.

With the support and resources from BrandScent, Western United are hoping to leave a lasting impression to those who come down to Ironbark Fields.

“For a new client commercially or a new player or staff member you want to make it very welcoming,” Perrone said.

“With the scent created by BrandScent, it will help leave a good impression and hopefully create a positive reaction.”

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