The Terrace – the saviour of football retail?

Football West has opened its 2027 NAIDOC Ball Design competition, inviting members of Western Australia’s Aboriginal and Torres Strait Islander communities to submit artwork that will end up printed on 500 footballs and distributed to schools, clubs and communities across the state. It is a small competition with a modest prize, a $1,000 voucher and a set of ten footballs for the winner. But what it is actually doing sits somewhere more significant than a design contest.

The 2027 edition is a joint initiative between Football West, the Insurance Commission of Western Australia and, for the first time, Football Futures Foundation. The winning design will carry the Insurance Commission’s Belt Up road safety message alongside the artwork, with the footballs distributed during NAIDOC Week, which runs from 4 to 11 July next year.

Football Futures Foundation CEO Michael Kerr framed the partnership as an extension of work the Foundation already runs across the state.

“Through programs such as Dreamtime Spirit and Yilkari, supported by former Matildas goalkeeper Lydia Williams, we are working alongside Aboriginal and Torres Strait Islander communities to create football opportunities that are culturally safe, community-led and built around genuine belonging,” Kerr said.

A message that travels further in a football

Road trauma in Australia isn’t evenly distributed. Indigenous Australians are consistently found in national research to be two to three times more likely to be killed in a road transport crash than non-Indigenous Australians, a disparity driven in part by higher rates of pedestrian and passenger injury and compounded by the realities of remote and regional life, longer travel distances, older vehicles, and limited access to emergency care when something goes wrong. Seatbelt non-use remains one of the most consistent contributing factors in that gap.

The Insurance Commission has invested more than 2 million dollars in the Belt Up campaign over its seven years, and its Chief Investment Officer, Steve McKenna, has been explicit about who the message is aimed at.

“About 170 people die on the road each year in Western Australia,” McKenna said. “About 60 per cent of those are male. Of that total, 17 per cent aren’t wearing seatbelts when they die.”

Generic road safety advertising struggles to reach communities where trust in government messaging is not automatic and where the delivery channel matters as much as the message itself. A football, carrying artwork made by a member of the community it is meant to reach, distributed through a sport that already has deep informal roots in many Aboriginal communities, moves in a way a billboard cannot. That is not incidental to the campaign. It is the entire design logic.

Whose stories get told

Jarnda Councillor-Barns, the Ellenbrook artist who won the 2026 competition, used the colours of the Aboriginal and Torres Strait Islander flags in her design, with circular patterns representing gatherings and connecting pathways representing the journeys, knowledge and skills each player carries.

“I really wanted to amplify the stories that are in the Football West community, whether you’re based metro or rural like I was, and how everyone in a team comes with their own stories,” Councillor-Barns said.

Her own football story reflects exactly the kind of informal, community-rooted participation the competition is built to recognise. She grew up in Broome playing social games whenever she could, and has family connections to the Jambinu team, a regional Indigenous women’s side based in Geraldton, despite never being formally registered with a club herself.

“Soccer is a sport that brings people from all walks of life together, creating a larger family built on respect, teamwork and shared passion,” she said.

Football West’s David Williams, a former Socceroo who now heads the National Indigenous Boys Under-16s program, said initiatives like this had value beyond the artwork itself.

“For the creativity of artists to be involved with sport goes a long way,” Williams said. “The more initiatives we have with this kind of stuff, the better.”

That is a modest way of describing what is, functionally, a form of representation that Indigenous communities in Australian sport have not always had. Governing bodies commission Indigenous rounds, jerseys and acknowledgements regularly. Fewer hand the creative authorship, and a public platform for it, directly to community members with no requirement that they already hold a formal position within the sport.

Insurance Commission Chief Investment Officer Steve McKenna, reflecting on the 2026 winning design at its unveiling, saw something in it that spoke to the broader purpose of the exercise.

“You see the Socceroos playing, and look across the team, and a ball like this, the designs, it reflects what Australia’s all about,” McKenna said.

In the meantime, five hundred footballs carrying a community-made design and a road safety message will reach further into regional and remote Western Australia than most government campaigns manage on their own. Whether that message changes behaviour on the roads that data suggests still needs the most attention is the harder, longer question the competition cannot answer by itself.