Two-time Women’s World Cup winner Tony Gustavsson to lead Matildas

FFA has tonight announced Tony Gustavsson has been appointed as the 14th Head Coach of the Westfield Matildas.

The Swede has enjoyed a storied 21-year coaching career, including winning two FIFA Women’s World Cups as Assistant Coach of the United States Women’s National Team (USWNT).

Gustavsson was formally welcomed to the role on Australian soil on Tuesday, visiting Australia House in London.

“I am extremely proud and happy to have been appointed Head Coach of the Westfield Matildas. I feel that my 21 years of coaching experience has put me in the position to be ready for this,” Gustavsson said.

“I have always said that the Matildas have the potential to be one of the best teams in the world and that is one of the reasons that I wanted to get on board with this job. I have been in the pressure cooker a lot of times and in an environments that demand success. These experiences will be beneficial as we do this together with the fans, the stakeholders, the players, and the staff as a team.”

The 47 year old has also enjoyed success at club level, leading Swedish club Tyresö FF to the domestic title in 2012, runner’s up in 2013, and to the UEFA 2014 Women’s Champions League Final in 2014.

FFA Chairman Chris Nikou was thrilled to welcome Gustavsson to the role, which in addition to the World Cup in 2023 will involve leading the Matildas to two Olympic Campaigns and the 2022 AFC Women’s Asian Cup in India.

“We are delighted to have secured the services of Tony Gustavsson, who has been appointed following a robust and well-governed process, which was administered by a selection panel with strong football acumen and expertise in the women’s game and sport more broadly,” Nikou said.

FFA Chief Executive Officer James Johnson was also pleased to announce the appointment, saying that Gustavsson’s intimate knowledge of global football, experience at major tournaments, and strong history of success would be invaluable factors to lead the team forward.

“Tony arrives at the Westfield Matildas and FFA boasting a wealth of experiences in the international game and a strong track record of success,” Johnson said.

“Having worked closely with some of the best female footballers and coaches in the world and, through his time with the USWNT, he has developed an excellent understanding of what it takes to prepare for and perform in the intense, high-expectation environments of major international tournaments. We believe that in Tony, we have appointed a coach who will not only surpass the benchmarks and criteria we set as an organisation, but the standards that are expected by our players, football community and fans.”

“Throughout the process it was evident that Tony is eager to buy in to what we are working to build with the Westfield Matildas – an uniquely Australian team with a strong identity that is recognised as world class both on and off the pitch. We want to elevate our Westfield Matildas even further as a unifying symbol of the game to inspire all Australians, young and old. We believe that the combination of Tony’s persona and his experience make him the right person to help us do this. Importantly, Tony has also demonstrated a strong desire to positively influence the broader Australian football landscape by working closely with elite Australian coaches including Mel Andreatta, Rae Dower, and Leah Blayney to enhance their skillsets and help bring the next generation of female players through the development pathway over the crucial four year period ahead.”

 

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IMG takes commercial lead on inaugural FIFA ASEAN Cup

IMG has been appointed to lead the global commercialisation of the inaugural FIFA ASEAN Cup, giving the new Southeast Asian national-team competition an established international sports business partner ahead of its first edition.

Under the strategic partnership, IMG will manage worldwide media and sponsorship rights sales while also overseeing broadcast production for the tournament, which takes place from 24 September to 5 October across Indonesia and Hong Kong, China.

The inaugural competition will feature 14 national teams, including all 11 ASEAN members alongside guest nations, with matches split between two divisions. Division 2 fixtures will be played in Jakarta and Badung, while Division 2 matches will be played in Hong Kong.

The agency’s role will include selling sponsorship and media inventory internationally while helping establish the broadcast infrastructure required to present the tournament to audiences outside Southeast Asia.

The partnership builds on IMG’s existing strategic relationship with PT Garuda Sepak Bola Indonesia, which has been working with the Football Association of Indonesia since 2025 on areas including commercial strategy, media rights, production and digital development.

For FIFA, the tournament creates another international football property in a region with a large and increasingly connected football audience.

For IMG, it adds another major regional property to a football portfolio that already includes competitions and organisations across Europe, the Americas, Asia and Africa.

The immediate challenge will be turning the inaugural tournament into a sustainable commercial property capable of attracting broadcasters and sponsors beyond its first edition.

If successful, the FIFA ASEAN Cup could provide Southeast Asian national teams with a recurring commercial platform while giving IMG another foothold in one of football’s developing markets.

Adelaide United renews StudyAdelaide partnership for Asian campaign

Adelaide United has brought back a familiar commercial partner for its return to continental competition, with StudyAdelaide signing on as front-of-shirt sponsor for the club’s 2026/27 AFC Champions League Two campaign.

The partnership reconnects two South Australian organisations after StudyAdelaide previously featured on Adelaide United’s shirt during their 2010 AFC Champions League campaign.

Adelaide commenced their six-match group-stage campaign on Thursday at Hindmarsh, defeating Hong Kong’s Tai Po 3-0.

For StudyAdelaide, the value of the partnership extends beyond traditional football sponsorship. The organisation, a partnership between the South Australian Government and more than 50 education institutions, is using Adelaide United’s Asian competition to promote South Australia as an international study destination.

The club’s continental schedule provides exposure in several key Asian markets, with Adelaide travelling to face BG Pathum United in Thailand and Lion City Sailors in Singapore during the group stage.

StudyAdelaide chief executive Jane Johnston said the partnership would provide a great opportunity to connect with young people across Asia.

“Having StudyAdelaide featured throughout this international competition is a unique platform to connect with young people across Asia and highlight the many reasons South Australia is their best option to study, live and build a career,” Johnston said.

The deal illustrates how football’s international competitions can provide commercial value beyond traditional brand exposure, particularly for organisations looking to promote to a specific or new region.

The Reds’ ACL Two campaign continues against BG Pathum United in Thailand on October 15.

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