Regional stakeholders deliver their feedback in Football Victoria’s Regional Review

Football Victoria (FV) released their Regional Football Review, aimed at giving regional football stakeholders the platform to voice their feedback about the delivery of football in their local community.

FV’s overarching aim for the review is to assess the current health of regional football, and determine its future influence in areas of the regional game, such as governance, participation, infrastructure, and pathways.

These sporting communities battle a unique set of challenges to operate sustainably, but the ultimate goal for FV – like any governing sports body – is to bridge gaps between regional and metropolitan areas.

412 participants took part in the report, including parents, coaches, players and association members (paid and voluntary). In addition, 24 in-depth interviews took place with “key identified” stakeholders.

FV sought the assistance of consultancy company Solucio to independently facilitate the review.

Governance and Administration

Regional Victoria’s football landscape includes 12 associations and leagues, and 130 clubs. Some of these clubs do compete in metropolitan competitions run by FV, but remain based in regional locations.

The governance of most regional associations follow a club representative model, which the report describes as “not in line with current best industry practice,” and leads to inconsistencies in football delivery.

The model is favoured because of the primitive nature of clubs within regional associations, and the assistance associations can guarantee from club members.

However, stakeholders believe that areas such as competition management and future project planning suffer as clubs place their own interests ahead of others.

Administration is also considered a problem area, with paid staff members at regional associations stating that a lack of additional support from volunteers increases their workload into overtime.

When volunteers were surveyed about the health of regional football, 25% of them believed the game to be in ‘very poor’ health.

Yet, over 50% of team managers, association board members and staff, and club committee members say the game is in a ‘fair’ or ‘very good’ state.

A lack of strategic planning, and clear assignment of roles between paid staff and volunteers, is likely causing this disconnect between regional football stakeholders.

Contradictory though it may seem, stakeholders continue to support the club representative model.

Participation and Infrastructure

Participation in regional football is slowly growing again, returning closer to levels of growth prior to the COVID-19 Pandemic.

A reduced player registration fee for regional areas helps this growth, though, FV asserts that a levelling of regional player registration fees with metropolitan rates would create an extra $1.36 million in revenue.

This could be spent on improvements to the regional game, but a rise in registration fees is not in the best interests of growing football in regional communities.

Regarding female participation in football, there was negative but constructive feedback from stakeholders. Regional associations believe there is a lack of funding and resources to help them lead programs built for growing female participation.

FV is in the midst of its ambitious ‘FootballHerWay’ plan that aims to achieve 50/50 gender participation by 2027. Therefore, it makes sense for the organisation to consider more involvement in the delivery of female football programs to regional areas.

Regional school participation represents an area for improvement for FV, admitting in the report that the Australian Rules model (Auskick) is outperforming its efforts in terms of clinics and programs.

Recent investment in up-to-date football infrastructure, though, has been well-received, with most stakeholders considering future developments in infrastructure to be of less importance, despite the high satisfaction it provides communities.

The report acknowledges, though, that a gap exists between clubs and associations that have received upgrades, and those who have not.

According to regional NPL clubs, this gap is illuminated when visiting the facilities of metro NPL clubs.

Coaches

Coaches represent the most disgruntled stakeholder demographic, with 43% of those interviewed believing the health of regional football to be ‘poor’ or ‘very poor’.

There was negative feedback about pathways for coaches – particularly first-timers – who either do not have the capacity to attend accreditation courses, or are unmotivated to attain their licenses.

Some participants believe the approach to coach education is too metro-centric, citing additional expenses such as travel, food, and accommodation, just to attend a coaching accreditation course.

A wider problem exists in the marketing and promotion of coaching courses, with many regional associations lamenting the fact that courses are often cancelled due to small numbers.

One stakeholder floated a recommendation to subsidise Melbourne-based coaches to partake in regional-based courses to improve numbers.

This issue transcends into school participation, where stakeholders believe opportunities to grow participation are being neglected.

There is an over-reliance on unqualified parents or teachers passionate about the game to pioneer clinics or programs, and whilst participation is higher when this occurs, it is not sustainable in the long-term.

Players

A lack of motivated or accredited coaches inevitably impacts the morale of players, and this trend is consistent with the review’s findings, where 39% of players consider the health of regional football to be poor or very poor.

The pathway to elite football for junior players in regional areas, which is well-documented as being an all-encompassing, often sacrificial experience, that asks players and parents to spend large amounts of time and money.

Most stakeholders surveyed recognise the provision of elite-level football education within their communities as a key area for improvement. This helps to keep players grounded, and less susceptible to burnout at younger ages.

Further to this, Football Australia’s recent unveiling of the National Talent Development Scheme (NTDS) should provide a more level-playing field for players in regional areas to access elite pathways.

Again, better conditions and resources for coaches is recommended to help regional players. Some stakeholders recommend the provision of more metro-based coaches to deliver training to players in regional areas.

For senior players, there is a greater level of satisfaction among regional NPL clubs based closer to Melbourne than those playing in regional competitions.

Short season length (due to a small number of clubs) for regional competitions is cited as an issue in the review, which is likely to dissatisfy players.

Stakeholders suggest alternative competitions could be organised to lengthen the season and further engagement, but this could exasperate association staff members and volunteers.

Referees

Referees are a more satisfied demographic than players and coaches, and this is reflected by an increase in numbers across regional Victoria.

The review acknowledges that whilst this is positive, it stretches association resources for referee development.

Similarly to players and coaches, there is an expectation that more accessible pathways be provided to referees to upskill.

Specifically, existing referees desire more practical education in the form of officiating more metropolitan NPL games. Not only would this improve their ability, it provides more opportunities for mentoring and promotion to the elite.

Beyond the Review

The qualitative feedback provided by participants will be considered for FV’s regional football plan from 2025 onwards. Head of Growth & Development at FV, Lachlan Cole, reflected further on this.

“The engagement and contributions from Regional Victorians have been invaluable in putting the needs of Regional Football at the forefront of this project,” he told the FV website.

“The Discussion Paper and Survey Results provide a real snapshot of our current landscape, from several different perspectives, and will guide the formulation of really positive and meaningful recommendations.”

The Regional Football Review’s assessment of the health of football in rural Victoria shines a light on the difficulties regional football faces across the country.

There is a growing desire for better pathways and programs for players, coaches, and referees, as well as a greater provision of resources to maintain the standard of football delivery for the future.

Whether FV as an organisation chooses to involve themselves more in the governance and administration of regional football associations will be a topic for discussion in the near future.

The Regional Football Review Discussion Paper can be viewed in full here.

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Inter Miami CF Welcomes Más+ by Messi as Hydration Partner

Inter Miami CF names Más+ by Messi as its Official Hydration Partner in a new partnership, the alliance ensures hydration for all players, from the Academy to the First Team, while introducing Más+ by Messi to fans at Chase Stadium.

This partnership adds to Lionel Messi’s growing commercial ventures as Inter Miami’s captain and football legend. Founded by Messi, Más+ by Messi provides balanced hydration with electrolytes, vitamins, and minerals, serving both elite athletes and everyday consumers.

Lionel Messi and Inter Miami CF’s leadership underscored the partnership’s significance, emphasising its advantages for both players and fans. Messi shared his enthusiasm for the collaboration.

“It’s a huge honour and joy that Más+ by Messi is becoming a partner of Inter Miami. When working on this drink, we aimed to provide hydration not only for elite athletes but also for amateurs and anyone looking to stay properly hydrated in their daily lives, while also benefiting from electrolytes and vitamins,” he said via press release.

Más+ by Messi’s Executive Vice President, Rishi Daing highlighted the vital role of hydration for everyone.

“Players for Inter Miami understand how important hydration is to achieving their goals. Now everyone can benefit from the same hydration, whether they’re on the field, in the stands, or in everyday life. We’re proud to partner with Inter Miami to share the importance of everyday hydration,” he said via press release.

Más+ by Messi will be seamlessly integrated into Inter Miami’s matchday experience and training facilities:

  • On-Field Presence: Branded coolers and towels will be used during training and matches.
  • Academy Support: The brand will aid youth development, reflecting Messi’s dedication to nurturing young talent.
  • Matchday Access: Fans at Chase Stadium can enjoy all Más+ by Messi flavours, including the city-inspired “Miami Punch.”
  • Retail Expansion: Available at Publix, Inter Miami’s Official Grocery Partner.
  • Stadium Branding: Visible throughout Chase Stadium, including press conferences and fan engagement areas.

This partnership extends beyond standard sponsorship, with Más+ by Messi actively engaging Inter Miami fans through activations and promotions at Chase Stadium. The brand’s presence in the Fan Zone and Northwest Club will further enhance the fan experience.

As Inter Miami CF expands its commercial ventures, this collaboration blends sports performance, business strategy, and the growing impact of Lionel Messi’s personal brand.

Melbourne Victory’s brand-new infrastructure strategy

Melbourne Victory & SEDA

A-League giant Melbourne Victory has revealed a brand-new extensive infrastructure strategy to foster and support tomorrow’s footballing stars.

The strategic infrastructure plan set out by Victory will aim to develop youth and women’s football programs by providing improved access to world class footballing facilities and player pathways across Victoria.

To achieve this, Melbourne Victory has opted for a campus model to enable players access to connected and consistent facilities across the North, East, South and West of Melbourne, all within an hour’s journey of Victory’s club administrative centre and the A-League Men’s training facilities at Gosch’s Paddock.

The club also intends to build another campus within the Melbourne city centre, with the first campus location to be announced by the club soon, as it continues to review and assess possible sites across the city.

Melbourne Victory Chairman, John Dovaston, explained why the club had chosen the campus model.

“The announcement of this project, and the direction taken, is aimed at ensuring we are best placed to attract and retain football talent across the State,” he said in a press release.

“Our innovative approach will allow us to have a number of campuses with not only an elite focus, but also, an eye on building our community to ensure that all Victorians have an opportunity to participate and engage in our game.”

Melbourne Victory Managing Director, Caroline Carnegie, outlined why the new infrastructure strategy was so important to the club.

“It is well understood that sport and football can influence social cohesion, and it’s our responsibility as a Club to establish infrastructure and programs that can positively impact members of the community, regardless of gender, background or location, whether that be through training the next generation of football stars, or using football as a vehicle to lead, unite, connect and inspire the community more broadly,” she said via press release.

“By enabling Victory to connect with communities across the North, South, East, and West of AAMI Park, our spiritual home, we can truly grow the Victory family and set new standards for elite facilities in our Pathway and community programs.”

The infrastructure project is an important move for the club, allowing it to grow, improve and future-proof its current suite of footballing programs. Currently, Victory operates nine elite and 23 pathway programs, providing services to over 16,000 participants across Victoria. Through the campus model, the club hopes it will be able to more efficiently develop the new generation of A-League and national team players.

“The priority is to provide not just an entry point for individuals to engage and participate in football, but to keep them engaged and provide a holistic journey to grow the Victory family across the State,” Carnegie continued.

“We are excited about the opportunities that the project can provide and the potential for growth for our Club and for football in the future.”

Melbourne Victory will continue to issue updates as it sets on the 5-year-plus journey to complete the entire project. For more information on the club’s major infrastructure strategy, access the plan HERE.

 

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