Rising appeal of AFC competitions reaffirmed by AFC Marketing Committee

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The Asian Football Confederation’s incremental rise of brand and competitions – alongside the growing passion for Asian football – was lauded by the AFC Marketing Committee at its fourth meeting held virtually last Thursday.

In his opening address, Chairperson Dasho Ugen Tsechup hailed the growing commercial appeal and consumption of the AFC’s competitions which have continued to set new benchmarks in TV viewership, sponsorship activation returns and social media engagement.

Members of the Committee were unanimous in noting the position of the AFC Asian Qualifiers – Road to Qatar as one of the most valuable competitions in world football. The competition consistently reached an audience of just over 100 million across each match-day, showcasing the powerful platform it holds for brands looking to connect with fans across Asia.

Transmitted across 210 countries and territories by 44 media partners globally, more than 345 million unique linear viewers tuned in as Asia’s top 12 sides battled for their places at the FIFA World Cup Qatar 2022.

In addition, sponsors’ brand exposure for the AFC Asian Qualifiers – Road to Qatar garnered over $568 million AUD in global media value and as much as 213.9 million impressions were generated by sponsors’ specific social media posts.

Meanwhile, the Committee also noted the similar ground-breaking impact that was achieved in the Continent’s flagship women’s tournament – the AFC Women’s Asian Cup India 2022 – with 156 million unique viewers tuning in, marking a 63% increase from the last edition in 2018.

Distributed by 40 media partners and broadcast across 186 countries and territories, the thrilling final between China PR and Korea Republic alone generated an audience of 36.3 million as the Steel Roses marched to their record ninth title.

Similarly, sponsors’ brand exposure for Asia’s premier women’s tournament generated over $156 million AUD in global media value, with sponsors’ specific social media posts reaching over 52.2 million impressions.

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Eastern Suburbs Football Association Announces First All-Female Referee Course and Expanded Women’s Competition

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The Eastern Suburbs Football Association has opened its 2026 season with three structural investments that reflect the growing ambition of community football associations to address participation, representation and development gaps simultaneously, beginning with the delivery of its first all-female Football Match Official Course.

The course, held at Matraville Sports High School and led by female liaison committee member Michelle Hilton and 2025 Referee of the Year Ariella Richards, brought 25 new female referees into the association ahead of Round 1. The initiative targets one of the most persistent imbalances in community sport, with women remaining significantly underrepresented in officiating roles at every level of the game, by creating a dedicated entry point separate from the mixed course environment that many women find unwelcoming.

The Women’s Premier League has also expanded, now featuring eleven teams and introducing a WPL1 and WPL2 structure following the first ten rounds of the season. The tiered format creates more competition opportunities for clubs across the region while providing a clearer development pathway for teams at different stages of growth. Returning clubs Randwick City, Glebe Wanderers, Easts FC and Sydney University join established sides in what the association describes as one of its most competitive women’s seasons. ESFA clubs have continued to perform strongly in state-wide competitions including the Football NSW Sapphire Cup, State Cup and Champion of Champions.

Building the next generation

The season opened with an inaugural Development League Gala Day for Under-9 to Under-12 boys and girls, bringing eight clubs together in a structured development environment ahead of Round 1. Sydney FC A-League Women’s players attended the event and engaged directly with young participants, a deliberate effort to connect grassroots players with visible examples of where the pathway leads.

“We are committed to creating more opportunities for clubs, players, coaches and referees to thrive, with a strong focus on participation opportunities to suit participants of all abilities and aspirations,” said ESFA CEO John Boulous.

The three initiatives, a new referee entry point for women, an expanded women’s competition structure, and a development-focused junior gala day with elite role models present, together reflect an association responding to the participation pressures the AFC Women’s Asian Cup has brought into sharp relief across Australian football.

More Than One in Five Football Australia Staff to Lose Jobs Amid Growing Financial Losses

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Image Credit: ESPN

Australian football finds itself in a curious position.

From the outside, the game appears to be riding a wave of momentum. Attendances, visibility and public interest have all experienced significant uplift in recent years, while major international tournaments and growing discussion around football’s future continue to place the sport firmly within the national conversation.

Yet behind that momentum, Football Australia is now confronting a far more challenging internal reality.

 

A compounding deficit

Chief Executive Martin Kugeler has reportedly indicated the governing body’s projected financial losses for 2025 are expected to exceed the organisation’s reported $8.5 million deficit from the previous year. Accompanying the financial outlook are substantial organisational changes, with reporting from Tracey Holmes indicating more than one in five Football Australia employees are expected to lose their positions through restructuring measures.

The figures represent more than a difficult balance sheet. They point toward a significant period of recalibration inside the organisation responsible for overseeing the sport nationally.

 

Losing the wisdom of existing staff members

For governing bodies, restructures are often framed as strategic necessities for future sustainability. However, workforce changes on this scale also raise broader questions around the challenges of such a transition.

People are often the carriers of knowledge, relationships and long-term strategic understanding. When organisations undergo significant structural change, the effects can extend beyond immediate financial outcomes.

 

Contradicting timing

The timing is what makes the developments particularly notable.

Football in Australia has spent recent years discussing expansion, growth and long-term opportunity. The conversation surrounding the game has increasingly centred on future potential. Often headlining stronger pathways, larger audiences, infrastructure development and greater visibility.

Against that backdrop, news of deep financial losses and substantial staffing reductions creates a different conversation: one focused not on where the game wants to go, but on what may be required to sustain that journey. Therefore, this announcement points toward stagnancy, rather than growth.

Further detail surrounding Football Australia’s strategy and long-term direction will likely emerge over coming months. For now, the developments serve as a reminder that growth stories are rarely straightforward.

Often, the periods that appear strongest from the outside can also be the moments organisations face their most significant internal tests.

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