Why a collaborative One Football Strategy is critical for the game

Matildas

In a move that signals a potential shift in how effectively the game is governed here, Football Australia (FA) has teamed up with Australia’s nine Member Federations to release the One Football Strategy.

Developed collaboratively over the past 18 months through copious in-person working group meetings, the release of the One Football Strategy is a first of its kind for Australian football that ambitions to bring together FA and the Member Federations in a unified fashion to take Australian football to new heights by 2026.

Made up of nine separate governing bodies – New South Wales, Northern NSW, the Australian Capital Territory, Queensland, South Australia, Western Australia, Victoria, Tasmania, and the Northern Territory – the Member Federations have often earned criticism which takes aim at the inconsistencies in governance between each state.

However, with Member Federations now provided with and agreeing to an official framework to align and contribute to, the establishment of the One Football Strategy bodes well for a game that has long seen its supporters calling for a greater volume of concrete answers and less idealistic rhetoric.

Motivated by a shared purpose of bringing communities together through football, the vision of Football Australia and its Member Federations is to ultimately inspire people to live and love the game. For FA, fulfilling these aims requires adhering to the 15-year vision outlined in 2020’s XI Principles, with FA Chairman Chris Nikou reaffirming the strategy’s importance:

“The One Football Strategy 2022 – 2026 provides a framework by which we can now measure success as a game. It will require a collective focus, progressive thinking and discipline from the game’s governing bodies to bring this plan to life.

“We are committed to this Strategy and will deliver it with our Member Federations and stakeholders in an effective and impactful manner.”

Significantly, the One Football Strategy resolutely articulates how FA and the nine Member Federations will implement these changes. Moreover, by 2026, FA envisions the following for Australian football:

  1. We are on track to hit our target of 50/50 gender parity in participation by 2026
  2. A National Men’s 2nd Tier Competition is established and continues to evolve
  3. A Women’s Australia Cup has been established and connects the pyramid for women’s football
  4. The A-League Men and Women has expanded and continues to provide valuable match minutes for player development
  5. Our clubs are excelling in Asian competitions
  6. Club Licensing is raising the standards of clubs nationally
  7. A modern and progressive domestic transfer system is driving the domestic football economy
  8. An aligned and coordinated domestic match calendar connects and unites Australian football
  9. Our National Teams are qualifying regularly for World Cups
  10. A digital transformation has taken place throughout the game
  11. Australian football structures are more streamlined and effectively servicing the football community
  12. Our fans are more engaged through innovative products and world class experiences

To achieve these ambitions, FA has aligned with the state federations to establish a strategic vision divided into four pillars:

  1. Participants & Clubs
  2. Elite Teams & Pathways
  3. Fans
  4. Unifying Football

Participants & Clubs

The One Football Strategy’s First Pillar is rooted in the goal of making football the most accessible sport in Australia. Fundamentally, participation retention and subsequent development (especially among women and girls), support for clubs and volunteers, and creating accessible pathways are intrinsically key to building a sustainable football ecosystem and identity.

For FA and the Member Federations, success means expanding on the 1,421,804 participants, 2,345 clubs, 130,251 female outdoor participants, and 417,415 male outdoor participants that play the game. More specifically, FA have outlined the following as indicators of success:

  • 2% YOY increase in grassroots NPS
  • 400,000 additional women & girls playing football
  • Improving the football product/ experience
  • 60% of the change room nationally are “female-friendly”
  • Programs that will promote social cohesion, improve health outcomes and celebrate diversity in Australian society

Elite Teams & Pathways

In order to successfully “reimagine the Australian football player development ecosystem”, FA and the Member Federations have prioritised enhancing methods of player identification; improving youth playing pathways and opportunities for coaches; renewing the national curriculum; embracing big data to drive player development; and refining the NPL competitions for girls and boys

In addition to producing world class teams, players, coaches, referees, and administrators, the One Football Strategy identifies the necessity of strengthening pathways and competitions. This relates directly to Principle IV of the XI Principles, which reaffirms that a connected football pyramid effectively translates grassroots development into players coming through the A-Leagues, prospective National Second Division, and beyond. To ensure this occurs, FA and the Member Federations have stated that Pillar Two’s success will look like:

  • FIFA Top 5 Matildas
  • FIFA Top 25 Socceroos
  • Representation at all World Cups for National Teams
  • A modern domestic transfer system
  • An established National Second Tier competition
  • Build state-wide national academies

Fans

It’s been an inarguably chaotic and disenchanting few years to be an Australian football fan, particularly in light of the obvious nullifying of momentum caused by the COVID-19 epidemic. However, to attract and grow an inspired fanbase who love and are invested in Australian football, whilst re-engaging football adherents who have opted to step away from the sport, is a task of major importance for FA and the Member Federations.

Growing passion for the Socceroos and Matildas must be an organic process, but there can be no shying away from the advantages posed by the Socceroos’ World Cup journey in Qatar and the Matildas’ home World Cup next year. The One Football Strategy shows that FA and the Member Federations are looking to “optimise the fan experience” and “establish innovative products to drive fan engagement”, with success determined by:

  • An increase in the NPS score for fans
  • The Socceroos and Matildas becoming Australia’s favourite national teams
  • A thriving National Team Membership Program
  • Minimum 70% capacity in average of all Matildas and Socceroos home matches
  • 5% YOY increase in average spend per fan

Unifying Football

Fundamentally, the heart of the One Football Strategy’s message and purpose is within the goal of uniting the game to unlock the world game’s true potential within Australia. The effective implementation of the One Football Strategy can only be truly measured in 2026, however the potential afforded to the sport by FA and the Member Federations coming together to achieve greater alignment and to maximize operational efficiencies is inherently positive for football.

What success will look like for Pillar Four:

  • Creating a new and fit-for-purpose governance and administration model for Australian football
  • Streamlined service delivery and removed duplication across Australian football structures
  • Increased revenues for the game, and lower the cost of football for participants
  • Improved service levels to the grassroots

Less problems to fix, overlapping of responsibilities and detractions from the goal that unites all of the game’s stakeholders is way overdue, and no doubt would have required major self-reflection and self-analysis on the part of FA and the Member Federations. Fans will be hoping that the outcome of this intense collaboration leads to brighter days ahead.

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Australian Championship set to revolutionise domestic football

Football Australia has unveiled the “Australian Championship,” a groundbreaking new competition that promises to reshape the nation’s football landscape.

Officially launching in October 2025, the Championship will serve as a vital bridge between state-based competitions and the Isuzu UTE A-League Men’s system, bringing clubs, players, and communities closer together.

This announcement comes on the heels of the October confirmation of the National Second Tier (NST) format, marking a significant milestone in Australian football.

The Australian Championship will provide a national platform for clubs and players to showcase their talent while fostering stronger connections with fans and communities across the country.

Competition Format and Vision

The Australian Championship will feature 16 teams competing in a dynamic format designed to balance competitive integrity and fan engagement. The competition will include:

Group Stage: Four groups of four teams playing home-and-away fixtures.

Elimination Finals: The top two teams from each group advancing to knockout rounds.

Grand Final: The inaugural champion to be crowned in December 2025.

This structure highlights Football Australia’s ambition to create an inclusive, exciting, and commercially sustainable competition that celebrates the depth of Australian football talent.

Football Australia Chief Executive Officer James Johnson spoke on the importance of this announcement for the future of Australian football.

“The Australian Championship is much more than a competition – it’s a national celebration of football; uniting proud historic clubs, emerging talent, and inter-generational community connection. It reflects the core values of Australian football: authenticity, opportunity, and ambition,” Johnson said in the press release.

“This competition will complement the A-League, NPL, and Hahn Australia Cup, providing a connected, meaningful pathway for players and fans alike. Today’s brand launch is a statement of our commitment to grow domestic football in Australia and unlock its full potential.”

Founding Clubs and National Representation

The competition will include eight Foundation Clubs with storied histories, such as APIA Leichhardt FC (NSW), Avondale FC (VIC), Marconi Stallions FC (NSW), Preston Lions FC (VIC), South Melbourne FC (VIC), Sydney Olympic FC (NSW), Sydney United 58 FC (NSW), and Wollongong Wolves FC (NSW), representing some of the strongest footballing traditions in the country.

Joining them will be eight Member Federation clubs drawn from the National Premier Leagues (NPL) across all states and territories.

This model ensures representation from every corner of the national football community, giving grassroots and state-level clubs an opportunity to compete on a larger stage.

Core Pillars of the Australian Championship

The Australian Championship aims to unite Australian football under the following key values:

Authenticity: Honouring historic clubs, iconic venues, and long-standing rivalries.

Discovery: Showcasing emerging talent and rising stars from across the nation.

Connection: Strengthening ties between grassroots, state competitions, and professional pathways.

Pride and Belonging: Celebrating football’s ability to bring players, fans, and communities together.

A New Era for Australian Football

With its launch, the Australian Championship is set to redefine the country’s domestic football ecosystem, creating new opportunities for players, clubs, and fans. Football Australia’s initiative reflects a commitment to building a thriving national competition while staying true to the rich heritage and passion that underpin Australian football.

As October 2025 approaches, anticipation will only grow for what promises to be a transformative moment in the nation’s sporting history.

Tom Sermanni- Leading the Matildas in the Right Direction

In September 2024, former Matilda’s and journeyman coach, Tom Sermanni, was quietly going about his business coaching in the women’s program at Western Sydney Wanderers.

The last thing he expected was to receive an offer from the F.A. to become the interim manager for the Matildas.

However, Sermanni reflected on his previous stints with the Matildas from 1994-97 and 2005-12 with a great sense of pride and didn’t hesitate to accept the offer.

After five months in the job, Sermanni and assistant coach Jean-Paul de Marigny have methodically restored confidence in the squad after the disappointment of not qualifying for the quarter finals at the Paris Olympics.

It was certainly a far cry from Sermanni’s previous stints in 1994-97 when players weren’t paid and had to cover their own expenses and 2005-12 when contracts were introduced for the players.

Notably, Sermanni is aware of the strong brand the Matildas carry in Australian sport and every time they venture onto the pitch, there is a weight of expectation for them to perform.

In this interview with Roger Sleeman, Tom Sermanni discusses his progress with the Matildas since September 2024 and the general state of the women’s game in Australia.

ROGER SLEEMAN

What was your mindset when you were offered the job after your last stint with the Matildas in 2005-12?

TOM SERMANNI

Surprise was my first reaction as it came completely out of the blue

I’d actually reached the stage where I wasn’t searching for a career but winding down.

However, it was a compliment to be still considered for coaching at this level.

R.S.

How long did it take you to accept the offer?

T.S.

Only a few minutes because it was a no brainer after I contemplated what was involved.

Photo: Kyoko Kurihara – Football Australia

R.S.

Based on the Matilda’s performance at the Paris Olympics, what areas were you going to concentrate on?

T.S.

I was actually at the U.S.A. and Zambia games which was useful and I also knew a number of players in the squad.

Initially, I wanted to maintain stability because when a tournament doesn’t yield results, there are inquisitions and uncertainty.

Therefore, the lack of confidence had to be restored.

R.S.

What has been your main focus since you commenced the position?

T.S.

When we first assembled for the first match in Switzerland, I outlined the expectations for the team and myself.

I wanted to get back to the way Australian teams play on the front foot and to reassure the players there was a lot of ability in the squad , despite the disappointment of the Olympic’s result.

We needed to establish goals for the players to achieve and winning was critical.

Rebuilding belief, confidence and spirit was essential to achieving this outcome.

R.S.

What were your conclusions after the Switzerland and German clashes in October?

T.S.

There were signs of missing confidence and cohesion in the Swiss clash but against Germany it was a great 2-1 victory and defied our 15th ranking in the world standings.

R.S.

Against Brazil, how did you rate the team’s performance?

T.S.

Both games were probably the most brutally physical I’d ever witnessed in the women’s game.

Also ,the Brazilians were very direct and unfortunately in the first game in Sydney, the referee didn’t control the game well enough.

In the second game on the Gold Coast this was rectified somewhat .

Critically, the games were a great benchmark to assess our status with the top five teams in the world.

R.S.

Are we technically adept to match the top teams?

T.S.

If you look at Caitlin Foord, Steph Catley, Mary Fowler and Kyra- Cooney Cross, we have players who rate technically with the best.

Also, we have players spread across the best Leagues in the world.

Nevertheless, at the development level we need to advance players at a technical level, rather than implementing systems which restrict individual development.

Photo: Kyoko Kurihara – Football Australia

R.S.

Are the senior players performing to their best?

T.S.

I believe in the matches so far they have and are still our most consistent performers.

Don’t forget, despite the Paris Olympics failure, we did qualify for the semi finals of the previous Olympics and the 2023 World Cup.

R.S.

Is it time to blood young players in the squad, and what is your general opinion of the talent scouting process employed to unearth new players?

T.S.

If I’d come in as a new coach for the next campaign, rather than an interim coach, things may have been different.

I emphasise again my role is to instigate stability in an effective way and my successor in a permanent role will decide where the squad will go forward from there.

For me , the role is to plan for the present and the future so it’s a balancing act.

In the modern game it’s difficult because you don’t get enough time with the players who are mainly based overseas.

This is in contrast with my last stint with the Matildas when most of the players were home based so we had complete access to them for local camps .

Importantly, this allowed us to develop players within the team structure.

It’s getting harder to bring in new players because of the time limits you have to work with them.

Obviously, you’re continuing to strengthen your squad by bringing new players in but moving forward the new coach has to reassess the current squad and also be mindful of other players to be given an opportunity to see if they are better than the current players.

Naturally, there will be a turnover of the squad due to ageing of senior players so we have to provide a better way of bringing younger players through.

With the huge increase in playing numbers in women’s football , there should be a lot of new talent coming through the system to be considered for Matilda selection.

Unfortunately ,there hasn’t been an organised plan since the Institutes fell by the wayside and resources aren’t being committed to a cohesive system.

R.S.

How important is Mary Fowler to the squad?

T.S

She is critical because she has that X-factor and those qualities to become a superstar.

Some of the senior players are now at their peak in their late twenties and Mary in her early twenties has the world at her feet to become a world class player.

Along with Ellie Carpenter whose workrate and football awareness are phenomenal, it should be our aim to continue unearthing such talent in the W- League.

R.S.

What is your opinion of the W-League?

T.S.

Unfortunately, it’s not fully professional and it needs more resources to make it the best league it can be because at the moment it’s a development league for domestic players.

However, we need as many young players to be competing in the League and over time it would be ideal for overseas players to come back to the League to contribute to its progress.

However, the League is certainly a great place for supplying national youth team players.

Photo: Kyoko Kurihara – Football Australia

R.S.

Can you tell us more about the She Believes Cup, the Matildas are competing in the U.S. from February 19-27 against U.S.A., Japan and Colombia?

T.S.

It’s a proper, competitive tournament, not a series of friendlies so there is a great incentive to win.

We play the first game and then travel to two other cities to play so there’s limited time for preparation.

Clearly, it’s an important tournament to play serious opposition with different styles on show and for players to maintain their place or for new players to emerge.

R.S.

After your interim role ends, would you like to be still involved with the Matildas in some way?

T.S.

If there was a role for me which was suitable I certainly would take it because I’m really enjoying the current position.

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