Sydney FC build on Women’s World Cup success by introducing a Female Football Pathway

Female Football Pathway Launch

Sydney FC has created its Female Football Pathway to assist ambitious young players in reaching their potential of becoming the next Matildas stars.

The pathway bridges the gap between grassroots and professional football, bringing the present gap in chances for females to shift from one to the other closer than ever.

It will leave a lasting legacy for professional women’s football in Australia, building on the success of the FIFA Women’s World Cup 2023.

The program provides opportunities for selected talented players to train under the Sydney FC Youth philosophy. It is run by coaches who work at the Sydney FC Academy, or have previously worked there, and follows a curriculum based on the skills taught at their Academy to maximise development of players of this age.

The program runs from Term 4 2023 through to the end of Term 3 2024 and is capped to a maximum number of players. The 2023/24 program is open for applications from talented 11, 12, and 13-year-old girls who are currently part of GSAP or Development squads at their local association or NPL club.

Sydney FC Chairman Scott Barlow commented on the focus of developing women’s football.

“We want to create the best elite pathway in women’s football and provide a clear vision for the best young female footballers to transition into a professional career.” he stated via press release. 

“Young, talented girls should have the same opportunities as boys to play football professionally and we are committed to developing the next Sky Blues and Matildas.

“It is clear what an enormous impact the Women’s World Cup had on our country and it is vital we invest in the development of future generations of female footballers.” 

Cortnee Vine, a forward for the Matildas and Sydney FC, believes this the best way to unlock more success, both at a domestic and national level.

“The Women’s World Cup showed us what we can do without pathways such as this, so imagine what we can do with it?” she added via media release.

“It will be of enormous benefit to Sydney FC and the Matildas, with more chance of success in the future.

“It’s also hugely important to give young girls the best opportunity of a professional career in football which is what this will provide.”

The elite pathway begins at the new Sky Blues Female Training Program, which leads into the Sydney FC Development Squad, before selection in the Sydney FC A-League Women’s team.

For full details on the Female Training Program, you can find it here.

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Thank You to Our Partners and Readers for an Outstanding 2025

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Liverpool FC Teams Up with SAS in Multi-Year AI Marketing Deal

Under a new multi-year deal, Liverpool FC has partnered with analytics and software company SAS as its Official AI Marketing Automation Partner, integrating advanced data and AI technology into the club’s marketing and fan engagement activities.

As part of the agreement, Liverpool will deploy SAS Customer Intelligence 360 and SAS Viya, leveraging the platforms to enable marketing automation, campaign orchestration and data-driven decision-making across large consumer environments.

The integration of SAS technology is designed to optimise campaign operations and efficiency, while supporting deeper audience segmentation and more personalised fan engagement.

Moving beyond a typical logo-led sponsorship, the Liverpool–SAS partnership is built around technology adoption, with SAS tools woven into Liverpool’s marketing processes to influence how campaigns are created, evaluated and improved.

Chief Commercial Officer, Ben Latty highlighted the role of SAS technology in enhancing efficiency and insight across the club.

“Our partnership with SAS represents an important step in how we continue to evolve our marketing approach. Integrating their technology will give our team access to powerful tools – including SAS Customer Intelligence 360 platform and SAS Viya – that will help streamline our work and support better decision-making,” he said via press release.

SAS Chief Marketing Officer, Jennifer Chase underscored how the partnership leverages data and AI to elevate the fan experience for one of football’s most passionate global audiences.

“Liverpool FC has one of the most passionate fan bases in the world, and we’re proud to help elevate that experience through the power of data and AI. With SAS technology, the club can turn massive volumes of data into meaningful, real-time insights that allow us to get the right message, to the right fan, at the right time – connecting fans from Anfield to anywhere in the world,” she said via press release.

Alongside commercial operations, the deal includes a STEM-focused education element delivered in collaboration with the LFC Foundation, reflecting a growing trend for technology partnerships to blend enterprise deployment with community impact.

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