Significant trio joins Football Australia Legacy ’23 Ambassadors line up

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Football Australia has announced the addition of Elizabeth (Liz) Broderick AO, Special Rapporteur and Independent Expert to the United Nations, Paralympic champion Kurt Fearnley AO, and Tourism Australia Managing Director Phillipa Harrison to the Legacy ’23 Ambassador Program.

The brand-new additions are set to bring their unique expertise to the program, particularly in the areas of international advocacy and diplomacy, tourism, plus diversity and inclusion. The trio will speak to the wide range of ambitions highlighted in Football Australia’s bold and innovative Legacy ’23 plan in the lead up to and beyond the FIFA Women’s World Cup Australia & New Zealand 2023.

In her former role as Australia’s longest-standing Sex Discrimination Commissioner, Liz Broderick AO has played an integral role in helping to break down structural and social barriers faced by women and men and has cemented herself as a globally recognised leader and advocate for diversity and inclusion.

Through her influential work with the United Nations and the Champions of Change Coalition, focusing on the rights of women and girls, Liz will use her Legacy ’23 ambassador role to help drive conversations around how gender equality in sport can influence other industries and progress international diplomacy.

Of her role, Liz said via a Football Australia statement:

“I hope that through Legacy ’23 we will see the sport become a catalyst to help our nation achieve gender equality for the next generations of women and girls here in Australia and across the world. What we know from all the research is that greater levels of gender diversity, build performance and capability, and that’s the great opportunity that exists off the back of 2023.”

Having grown up in the regional New South Wales town of Carcour, three-time gold medal-winning Paralympian, Kurt Fearnley AO, knows first-hand the importance of having advocates to support an individual’s progress and access to equal opportunities.

Of his role, Kurt said via Football Australia:

“Being a Legacy ’23 Ambassador is about making sure I can continue to play a role in ensuring that people with disabilities are visible and accepted within the community. The acceptance of the community was integral to my journey to becoming a professional athlete, and without it, I may never have been able to realise my potential. So, I hope that through Legacy ’23 we can further level the playing field and create pathways for athletes of all ages, all cultures and abilities.”

For Phillipa Harrison, hosting the FIFA Women’s World Cup 2023 represents an incredible moment for the Australian travel and tourism industry to showcase the world-class experiences the country has on offer and reinvigorate the local economy after a challenging two years. Phillipa is also excited to be able to leverage her role as a Legacy ‘23 Ambassador to celebrate the rich diversity of our First Nations people across all corners of Australia.

Beyond her passion to show the best of Australia to the world, Legacy ’23 also represents something quite personal for Phillipa, saying via Football Australia:

“As a mother of two young daughters, it’s really important that they see the possibilities of what they could be, and I would love to think that by having this global event in our own backyard, a whole generation of Australian girls can set their sights a little bit higher on what they can achieve now and into the future.”

Football Australia CEO James Johnson added via Football Australia about the new appointments:

“Our Legacy ’23 Ambassador program set out to represent the rich diversity of our community and with the addition of Liz, Kurt and Phillipa we are one step closer to achieving that. We believe in the ability of this program to influence change at a policy level, but most importantly at a societal level, and all of our ambassadors will be integral in supporting us with our ambitions to drive meaningful and lasting change in our game.”

Previously announced ambassadors making up the Final XI include:

  • The Hon. Julie Bishop, Chancellor of Australian National University
  • Julie Dolan AM, Matildas cap #1
  • Azmeena Hussain OAM, Director Football Victoria and social justice advocate
  • Narelda Jacobs, NIAG Member and Network 10 Presenter
  • Kate Jenkins, Australia’s Sex Discrimination Commissioner
  • Awer Mabil, Socceroo
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A-League Transfer Revenue Soars as Youth Development Takes Centre Stage

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The A-League reported last week that Australia’s international transfer revenue has increased by a staggering 1344% over the past three years.

With 2023/24 recording transfer revenue of $16.5 million and 2024/25 reaching $16.9 million, these figures represent a significant improvement compared to the 2022 season, which recorded just $4.17 million in revenue.

This growth coincides with recent data from the A-League showing that the 2024/25 season has seen 39% of A-League minutes played by under-23 players, compared to just 18% in the 2023/24 season and 13% in the 2022/23 season.

This indicates that this season alone has seen a 26% increase in overall minutes played by young players since 2022.

The result of this rise in youth talent is evident with Australia qualifying for the Under-20 Men’s World Cup for the first time in more than a decade and, just last week, lifting the trophy at the Under-20 Asian Cup.

The A-League’s recent success in youth playing time is directly intertwined with the rise in transfer revenue.

This increase in youth participation has emerged as a silver lining from tough times in the league.

In the most recent “Off the Pitch” podcast from Soccerscene, guest speaker Gary Cole, current president of Football Coaches Australia, provided his professional insight into one of these situations.

He explained that the COVID-19 crisis and the financial constraints placed on A-League clubs forced them to look inwards for talent.

Another recent catalyst has been the reduction in funding from the Australian Professional Leagues.

With funding decreasing from $2 million to $500,000 in 2024, clubs have faced difficult financial decisions regarding their budgets.

Players from club academies or even NPL clubs are far more cost-effective for club budgets than more expensive signings.

Additionally, their selling and transfer value provides a huge boost to club revenues.

These events are not coincidental but are catalysts for the rise in homegrown talent testing their skills and showcasing their quality on the big stage.

It demonstrates how, during tough times for the league, supporting youth development has become a key part of the league’s success and represents a profitable and dynamic opportunity for the future.

This opportunity to produce and showcase players to increase Australian youth football standards and therefore transfer value is a proven strategy in football.

Ajax’s Academy is renowned for developing class players and has for many years been a funnel for building their academy graduates and selling players for a profit.

In South America, Brazilian and Argentinian clubs such as River Plate, Boca Juniors, Fluminense and Flamengo have been persistent sources of footballing talent.

Selling stars like Vinicius and Julian Alvarez to Europe for significant financial benefits while still maintaining a healthy domestic talent structure and international success.

Importantly, the common factor in these successful systems is regular first-team minutes at their clubs and even on the international stage.

The evidence from A-League transfer revenues is fitting this pattern.

One must point out that, though this is a great revenue source and a way to place Australian football on the map, this focus can have an adverse effect on the domestic scene.

Football fans are passionate about their clubs, and nothing brings out more pride than watching one of their own prospects grow and play for them.

To use academy players primarily as revenue-building prospects can undermine the important place they have at the club and the overall goal of academies.

This could potentially alienate fan bases, impacting popularity and therefore the quality and financial interests of the league.

Transfer revenue should not be the central response to the league’s current financial burdens.

Being realistic about the position of the A-League in the international football hierarchy is crucial, though ambitions for the league to climb cannot be sidelined.

The rise in player transfer revenue presents an enticing prospect for investment and brings increased popularity.

Players themselves also have their own dreams and aspirations that must be taken into account, which can also encourage transfers and revenue.

Currently, the A-League has the unique opportunity to give its promising young players the chance to play top-level football while producing significant revenue and attracting sponsorship.

Australians playing overseas and at home, puts Australia on the map and solidifies our rise in the footballing scene.

If the focus on homegrown talent is managed well, Australian football will reap huge rewards.

South Melbourne FC land important sponsor in Directed Group

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Image credit: South Melbourne FC website

In a significant boost ahead of their National Second Division (NSD) campaign, South Melbourne FC has secured a major partnership with technology giant Directed Group for the 2025 season.

The partnership sees the consumer electronics and enterprise technology leader join forces with one of Australia’s most decorated football clubs, bringing their extensive portfolio of brands including Eufy, Anker, Disney and Playermaker to South’s high-performance program.

With this partnership, South Melbourne FC will implement Playermaker’s cutting-edge motion-tracking technology, a system currently used by elite clubs worldwide, to enhance player development and performance monitoring across their football department.

South Melbourne FC President Nicholas Maikousis praised the collaboration’s potential.

“I am excited with this and I am confident of a long-term relationship, Directed is a global brand at the forefront of technology, and their values align with ours as we look to evolve our club and continue to be at the forefront of what we do,” explained Maikousis via South Melbourne FC official press release.

“Innovation and excellence are key pillars of South Melbourne FC, and we are proud to partner with an organisation that shares this vision.”

The confirmation comes at a crucial juncture for one of the strongest clubs in Victorian NPL and a key member of the new National Second Division commencing in late 2025, with Chairman Bill Papastergiadis highlighting its significance.

“It is a historic day for the Club as we embark on the National Second Division, To have Steve Siolis and Directed as a major partner in this journey is a great coup for the Club,” Papastergiadis clarified via South Melbourne FC official press release.

“Directed is a trusted organisation, and Steve is also a great friend with terrific qualities. Football is being reinvigorated in Australia with the new league, and we have a great partner with us in this journey. I am thrilled Steve will be with us on this journey.”

For Directed Group founder and CEO Steve Siolis, the partnership marks a return to familiar territory.

“It’s great to be sponsoring South Melbourne again, South Melbourne FC has a proud history of success over the journey, and we’re excited to be part of its future. The club’s ambition, professionalism, and commitment to excellence align perfectly with our values at Directed,” Siolis remarked via South Melbourne official press release.

“Directed and South Melbourne FC are aligned in more than passion for the game. We both put high value on innovation, improving performance, success and community involvement. There’s a real energy around the club right now.” “From the players to the fans, there’s a sense of momentum and a drive for continued growth. We’re proud to support this iconic club and look forward to what’s ahead.”

The collaboration is set to showcase various brands from Directed extensive portfolio throughout the season, reinforcing both organisations’ commitment to innovation and sporting excellence.

Gaining such a reputable sponsorship speaks volumes about South Melbourne FC’s reputation and business ingenuity, it also indicates that strong sponsorships and investment opportunities are available for many NSD clubs.

The partnership also brings more credibility to the plan of a strong, well-sponsored second division that can benefit the restructuring of the Australian Football Pyramid.

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