The gaping holes in Australia’s football history – Interview with football writer and researcher Greg Werner

When I asked Greg Werner why he was interested in researching and recording the grassroots clubs of each and every Socceroo and Matilda, his answer was simple.

“It was born out of frustration, frustration that the largest sector of the game in this country was being ignored.”

In 2014, the Sutherland Shire based writer set about righting that ship and his journey continues to this very day. Over the last five years, Werner has ventured to all points of the domestic compass in an attempt to shed light on the origins of Australia’s representative footballers and in an effort to flesh out Australia’s footballing story.

His travels led to an unexpected publication, yet his passion to create a more in depth and detailed narrative of the Australian game has always been the most powerful driver behind what is a bold and broad reaching vision.

The trigger for the time consuming and often frustrating quest was an SBS piece on the Matilda, Servet Uzunlar. Werner recalls it vividly.

“I discovered during the segment that Unzular grew up playing in the same association in which I had spent 10 years playing & coaching. I asked myself why. If I was unaware of such a wonderful local players’ presence, how much else had escaped me?”

By extension, the key question for Werner became, “How many clubs were going completely unacknowledged for their contribution to our national teams.”

Such are the holes in the Australian footballing narrative and oft is the point made that the game existed on the national sporting landscape well before the heroics of the Socceroos at the 1974 World Cup. Equally emblematic of a poorly recorded history is the fact that many young A-League fans appear somewhat ignorant of the glory days of the NSL and the contributions made by community clubs during that period.

Greg Werner chats with former Socceroo Manager Ange Postecoglou in 2018.

Werner’s ambition focusses specifically on the individual players who have worn national colours; those whose early years of development are often overlooked and unrecorded at the expense of the contemporary concerns of the team they represented.

I put Werner’s claim that “If you are to go to just about any player’s Wikipedia entry you would think that they did not start playing until the age of 15,” to the test and in most cases, it proved correct.

Appearing as something of an enormous task, I asked Werner where he began.

“I started with what I knew from conversations on the side lines of the Shire and personal experience. The Griffiths brothers (Joel, Adam and Ryan) played at Menai, Graham ‘Arnie’ Arnold played at Gwawley Bay, Murray Barnes began at Kissing Point & my best mate Richie Bell started with Cronulla RSL.”

“Beginning with those bare bones, I realised there were only 800 more players to research,” recounted Werner with something of a tired chuckle.

“The search for answers began with Facebook, and was continued on the side lines of international training sessions, after A & W-League games, at NPL matches and even at FFA Cup and Champion of Champions finals. It also, beyond everything else, involved thousands of hours trawling through programs, magazines and newspapers going back to whenever.”

Werner has seen every major Socceroos game in Sydney since 1969, bar the disaster of 1981 and every home Matildas game since 2015.

It was the insistence of Fox Sports commentator Andy Harper that Werner’s mission would only be taken seriously with a supporting website to present the material. Now overflowing with history and memory, http://www.grassrootsfootballproject.com/ presents the accumulated research in a written and visual form.

The Grassroots Football Project logo.

Perhaps both the intention behind and the potential impact of the Grassroots Football Project is best encapsulated in Werner’s own words, “I have had the absolute honour of meeting men who were my footballing heroes and men whom I had never even heard of before the GFP.”

Such a sentiment now extends to the women’s game and no doubt the next generation of female players currently competing in junior play will be advantaged by the opportunity to read about the pioneering Matildas; those women who paved the untrodden and difficult path towards support and acceptance of the women’s game.

Werner with former Matildas Renaye Iserief, Janine McPhee, Sunni Hughes and Julie Murray.

The collated facts and data proved too enticing for renowned publisher of football books Fairplay Publishing to ignore. Werner became a co-author of the Encyclopaedia of Matildas; a visually stunning text that journeys through the history of the team and the women at the core of its success.

“It was an honour to have been given the opportunity to co-author the text and also beyond my wildest dreams. Now my dreams have shifted and I already have another book in the works and the one after that is already in the planning.”

Research has sent Werner to hundreds of gatherings in recent years.

“When Brazil toured here in 2017, I took the day off work to go to Newcastle to the first Matildas Reunion, a gathering of 60 players from all over the country. That night I added almost 20 entries to my list and had the best night of my footballing life apart from November 16th 2005. I left there at 1am to drive home to Cronulla, dealing with 40kph speed zones all the way down the freeway.

I have had the honour of spending time with some of the legends of the Australian game.”

Not seeking personal gain, Werner’s simple ambition is to “change the way the powers that be regard the most important clubs in the country,” and in turn “to make the history of our game relevant”.

It is an admirable and bold endeavour and one destined to continue.

“The GFP was never designed to be completed, for as long as internationals were being played, new players would be picked. My only aim was that their stories would be told, something which is now starting to be done. The end game would be that a plaque would be placed at the home ground of each of these clubs to make tangible their contribution.”

Something tells me that Greg Werner’s passion and energy may well make those plaques a reality. What a fitting tribute they would be to the grassroots clubs that have provided the Socceroos and Matildas with such wonderful players and people throughout Australia’s footballing history.

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PFA Annual Report Highlights Key Concerns for A-League Players

The Professional Footballers Association (PFA) have released their 2024 Annual A-League Men’s report. This analysis has highlighted key successful areas of last season and importantly areas of growth in the league.

This review uses a wide range of data but importantly uses a strong player-based approach.

A key tool for data collection for this report is the A-League Men’s end-of-season survey conducted voluntarily online between May 7-31, 2024. This survey received 191 player responses, a record number with at least 13 players from each club.

The survey provides a comprehensive and representative source of player insights for policymakers, offering robust comparisons across the league.

Categorised below are some key factors of the report.

International Benchmarking

The Twenty-First Group’s World Super League model provides insights into the A-League Men’s (ALM) competitive positioning.

The analysis employed a machine learning approach, rating team strengths based on performance and player movements from ten relevant leagues over six seasons. The ALM ranks eighth among these competitions as a second-tier Asian league.

The salary cap system contributes to the consistent team strengths, with a slight overall decline in score over six years likely attributed to league expansion. Despite this, the ALM’s league ranking remained stable.

From a player development perspective, the analysis offers guidance for international transfers to leagues that offer promising development pathways for Australian players looking to progress in their international careers.

Transfer Revenue

The Australian A-League Men (ALM) has experienced a remarkable transformation in its transfer market dynamics as a significant talent production and export market over recent years.

In 2024, ALM clubs received at least $17.5 million in transfer fees, with the total value potentially exceeding $20 million, significantly up from the approx. $10 million in 2023 and the $2.5 million average in past seasons.

This growth represents a fundamental shift in the domestic men’s football economy. For the first time, transfer revenue is now surpassing broadcast revenue.

In the context of the broader market, while ALM revenues have grown quickly, they remain a fraction of those in slightly more advanced leagues.

AFC Club Competitions

Previously, AFC competitions were often more costly than beneficial.

However, in the new 3-tier continental club competitions for 2024, the AFC Champions League Elite (ACLE) qualifying for the eight-match group stage guarantees $1.23m, with an additional $150k per win. Champions can earn at least $18.5m.

The ACL2, Which CC Mariners won last season, provides $462k for group stage participation and $77k per win, with champions potentially earning up to $5m. ALM clubs receive one berth in both the top two tiers.

Under the current Collective Bargaining Agreement, players will receive an increasing share of prize money from the Round of 16 onwards.

Player Profiles

The PFA conducted a comprehensive analysis of match minutes across six leagues: A-League Men (ALM), J1 League, K League 1, MLS, Scottish Premiership, and Belgian Pro League.

The analysis revealed that Australian and Belgian leagues stood out, with over 10% of match minutes played by under 20s, compared to less than 5% in the other four competitions.

The introduction of scholarship players outside the salary cap has notably reduced the league’s average age, emphasizing its commitment to youth development.

Attendance

Average attendance for regular season matches has increased to 8,076 from 7,553 in 2022-23, but crowds have still not recovered to their pre-COVID levels.

Excluding the lowest attended teams of Western United and Macarthur FC the average attendance last season was 9,232, 14% higher than the 8,076 overall average.

Though the overall bias against crowd attendance can be assumed to be not as prevalent as people think, identifying this can help deal with the situations that hinder attendance.

Competitive balance

Competitive balance overall was strong with 7% of matches featuring a margin of four or more goals and 7% decided by three goals.

There was a tight race for the top 6 and the bottom two teams from 2022-23, Macarthur and Melbourne Victory, both made the finals, demonstrating the strong competitive balance of the ALM across seasons.

CBA Progress

Total player payments were around $57.8m in 2023-24, down slightly from the all-time high of $58.8m the previous season with the average payments per club being around $4.8m. This was well above the salary cap of $2.6m.

The vast majority of exempt payments from the cap were those to Marquee and Designated players. The average spend on Scholarship Players was just under $300k per club.

This report describes how revenues from transfer fees and a more lucrative AFC Champions League present new financial opportunities for our clubs.

Player Perceptions

According to the PFA end-of-season survey, 50% of ALM players were dissatisfied and 27% were very dissatisfied with how APL has performed in its management of the competition.

46% of players had ‘low trust’ in APL regarding developing a vision to improve the league.

The PFA was rated highest by the players, with 91% satisfied with its performance regarding ALM and 64% having high trust in the PFA to develop a vision.

In issues of the league, trajectory players outlined fan core experience as a centre stage with more than half including Broadcast (58%) and Atmosphere (51%) in their top three with Visibility and Branding/Marketing coming in second.

Workplace Safety

The PFA end-of-season survey uncovered concerning findings regarding the safety of ALM players’ workplaces.

11% of ALM players felt their club environment was either physically or psychologically unsafe and one in five players (20%) said they or a team-mate were unwilling to discuss issues with coaching staff and 16% with club management. 7% of players reported instances of players being forced to train alone at their clubs.

Though only a few clubs were reported on this, is still regarded as an industry issue.

Extreme weather

Last season one in six ALM matches was impacted by extreme weather with extreme heat the main culprit. 58% of players indicated the conditions impacted the players’ performances and 9% of player performances were hindered overall.

Club Index

Sydney FC was rated as the league’s best-performing club in the overall Club Performance Index, after placing in the top three for the sub-indices for Operations, Facilities, and Culture.

Pitch and atmosphere ratings

A-League players rated Wellington’s Sky Stadium with perfect marks for its pitch quality also and a four-star average for the match atmosphere.

Adelaide’s Coopers Stadium, AAMI Park, where also highly rated by ALM players with an average around the 4 stars mark. Victory home matches received an average of 4.4 for atmosphere.

The lowest rated were Newcastle’s McDonald Jones Stadium and Brisbane’s Suncorp Stadium, averaging just 2.1.

Though other factors are included for pitch quality like other events, Players should still not be subject to substandard and potentially dangerous conditions.

Conclusion

Though the report shows that in many aspects the sport is moving in the right direction, the responses from players on their welfare and on the need for more attendance is a worrying sign for the management.

This assessment is a strong example of the PFA’s dedication towards the sport in Australia and maintaining the strong relationship between the Football industry and the players themselves.

The key points of this report should be central to plans within A-League and Australian Football itself.

Building a pathway for Women’s Football in SA: Flinders United President Shannen Connolly on Challenges and Triumphs

The merger of Cumberland United and Flinders Flames in 2021 marked a transformative moment for what would become Flinders United, a club that has quickly become one of the biggest women’s only football clubs in South Australia.

For Flinders Flames, it was an opportunity to overcome limited facilities and a stagnant player base, while Cumberland United aimed to revive its senior women’s program and offer its juniors a clear progression into senior and elite football.

Together, they have formed a club that champions development, loyalty, and equitable opportunities in a rapidly evolving football landscape.

However, like other women’s football clubs in SA, they face challenges for funding and finding a permanent home to play matches.

SoccerScene had a conversation with Flinders United President Shannen Connolly where she discussed the future for Flinders United, the club’s successful philosophy on player development, and the funding problems for women’s football in South Australia.

Image credit: Noe Llamas-Gomez/Flinders United

Theo Athans:

What motivated the merge between Cumberland United and Flinders Flames in 2021?

Shannen Connolly:

I came from the Flinders Flames side so we were just a senior women’s football club on our own. When I first joined the club, we had four pitches and we were just senior women, and then the university started building on top of all the land so we were decimated down to one real pitch and no real training space because we shared that with AFL, Softball and Baseball.

We would only rely on senior player numbers so there was nothing feeding into our teams, we just relied on players sticking around year after year.

On Cumberland’s side, they used to have a senior women’s cohort that just became non-existent, and they only ended up with juniors. At Flinders Flames we started exploring options around and eventually this opportunity presented where we could create what we call a ‘lifetime pathway’ so juniors had somewhere to feed into to senior football and then the senior women’s competition could elevate into the WNPL competitions.

That wasn’t happening, for Cumberland United WFC, their juniors would age out and go to clubs where senior football was offered. Cumberland had recently upgraded facilities at the Women’s Memorial Playing Field, they had a brand new changeroom facility built and a dedicated space for the girls, so it meant that Flinders Flames had an option to extend on their location.

We now maintain three sites for Flinders United which is the Women’s Memorial Playing Fields, which is our main home ground, we have Flinders University as a backup, and we are also partnered and affiliated with Club Marion who allow us to use their facilities as well.

TA:

Facilities seem to be a big issue in women’s football. With the club hosting such a big group of players, are the facilities good enough as it is or is the club looking to upgrade?

SC:

We’re now looking to expand because at the moment our Women’s NPL team can’t play at any of our grounds because they’re not up to the minimum facility requirements.

We have to invest in fencing, scoreboards and other requirements in order to host games at our grounds so there is definitely room for improvement. We’ve only got the home and away changerooms at Women’s Memorial [Playing Fields] where we’ve got multiple teams on one day so ideally, we need another set of changerooms or two.

The car park at our facility, it’s a dirt road to get into the facility so that’s another difficulty. Office, Rec, Sport and Racing did not have the funding to complete that full project.

TA:

So where does the NPL side play their home matches now?

SC:

The last two seasons, we have been playing out of SA Athletic stadium but that no longer meets Football SA’s requirements because the pitch dimensions are changing, and the viewing is not up to that elite competition standard.

We’re now looking at our options to try and fence our facility at Women’s Memorial [Playing Fields], having our main pitch fenced off and adding those additional requirements such as a scoreboard and scaffolding for any media.

Women’s football has been overshadowed because a lot of men’s affiliated clubs will get what I call the ‘token women’s team’ because they’re eligible to apply for greater grants than the females are if they’re a sole female club.

There are a lot of clubs who get facility upgrades but the unfortunate thing is most of the time the girls don’t get to use these facilities; they go preferentially to their male counterparts.

TA:

Player development has been pushed by Football SA. For a club as big as Flinders United, how do you get the best out of each and every player to eventually have them playing top level football?

SC:

We were recognised by Football Australia as Club of the Year in the Club Changer Programme for the way that we foster and develop our players.

We go against the grain and typically try and keep our players in their age groups in the juniors so we’re not pushing 13- or 14-year-olds into senior football just to make a team. We are privileged in the fact that we can cater them correctly and foster their development and pathways, so we offer our older junior girls’ pathways into senior football in a more holistic environment.

They get to train with the seniors, they get introduced into the seniors and overall, it’s a managed progression whereas most clubs tend to dump their u17’s or senior teams for example with 13- and 14-year-olds or they push them into a state league or community teams because they need to fill one.

As a club we don’t have to focus on that, we’ve got every age group. This year we’re going to have u7’s, 9’s, 10’s, 11’s, 12’s, 13’s, 14’s, 15’s, 16’s, 17’s and then we’re going to have at minimum seven community or elite competition teams so there is a transgressional process through each stage.

All the junior and senior coaches will sit down weekly and identify players that are showing potential or need improvement by chatting and conversing about it which fosters that enhancement for them.

It seems as if every player gets a focus because of the coaches’ hard work which is great for a club of this size.

Our coaches work really hard together, we’ve had Holly Hayes as our Junior Technical Director over the last couple of years and she’s really focused on player development, growth and not pushing these girls beyond their limits but giving them those opportunities to pathways forward.

We get players from other clubs saying they don’t want to play juniors, but we have this pathway and way of operating where when they do join, they see a benefit in not getting dumped into a team or not knowing what the structure is. All of that gets integrated into their learning and development.

Image credit: Noe Llamas-Gomez/Flinders United

TA:

There seems to be an issue across all states with player retention in boys and girls football. How does the club ensure that players stay and are loyal to the club for many years?

SC:

Loyalty is a big question mark these days because you get clubs over offering so we might give a girl an u15 red position, but she goes and trials somewhere else and they offer her an u17 spot because that’s all their going to have or need to fill.

It’s creating a massive monster because girls are being over offered and in reality, when they go there, they’re not getting what they’ve been promised and it’s a regular pattern that we’re seeing at the club. The Players and even parents that join us have to trust the process that we are genuinely trying to do the right thing and benefit their development. It’s a hard mentality to change.

In relations to us, I think the way that we talk to our players, the way that we engage our players, it’s not just what we do on the pitch as well, we do off-field stuff with them like nutrition, mental health, periodisation, barista skills and more which goes above and beyond what translates on the field.

I’m very fortunate to say that 90% of our senior cohort have stayed with us for years and I’m talking in excess of 5-10 years. We have one player who celebrated 20 years with Flinders Flames and Flinders United recently, I’ve got a junior player now entering senior football who has been with Cumberland since she was 7 and she has continued all the way through.

It’s just identifying those that continue their loyalty, and we constantly engage with their parents or the players directly to make sure their hopes and desires align with what we’re trying to offer them.

We’re really honest with our players, if we say ‘this is where we think you’re at, at the moment’ then that’s exactly what it is and that’s what we’re offering and promising to deliver you. There is obviously extension opportunities but at the end of the day we’re not going to overpromise someone at the start on something and then not deliver on it, this is how I believe clubs can help build loyalty and stop feeding the monster that is being created.

Image credit: Noe Llamas-Gomez/Flinders United

TA:

There’s few grants going out to women’s football so what are your personal thoughts on the current competitive nature of the grant structure in South Australia?

SC:

The Power of Her grant is the recent one that is coming up but that requires 50% buy-in from the club itself, now for a club like ours that is a new entity, we don’t have hundreds of thousands dollars in the bank account. That’s a big stretch for us.

There haven’t in the past been great opportunities for grants for just girls and women. Like I mentioned before, there have been grants that have been “token” grants if you have one girls or women’s side to upgrade facilities.

I understand the boys generate a lot of revenue through sponsors but also it comes down to some of the fees that clubs are charging, it’s exorbitant. I’ve seen fees for MiniRoos in excess of $1000, what parent can pay that money for a kid aged 7-11? That to me is ridiculous, our MiniRoos fees are about $500 and that covers their uniform and registration but only a small portion gets kicked back to us. I want to make it more affordable for players and families.

There needs to be more funding for women and girls’ football, and it must be solely for girls and women’s football not in conjunction with a men’s side. Girls and women in sport are now gaining greater recognition, breaking barriers, and receiving the visibility and support they deserve on and off the field. It’s time for S.A to step up to support this new era.

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