Will the Matildas change the perception of Australian football forever?

Staff Writer
Matildas vs France Women's World Cup
Image via CommBank Matildas

The Matildas’ date with destiny is fast approaching.

They play England on Wednesday, in a semi-final match up of a FIFA World Cup on our home shores.

It is Australian football’s biggest ever match, with a Matildas team that is widely adored.

If they are to go on and win the tournament, it will be one of Australian sports biggest achievements – but there is still a way to go yet.

There’s no doubt about it, the Matildas are a box office hit.

A sign brought to their Round of 16 match against Denmark by a young Australian girl in the crowd just about sums up their popularity. The sign in the stands read “I gave up Taylor Swift tickets for the Matildas”. The team have transcended sport and all metrics are through the roof.

The quarter-final clash against France drew an average of 4.17 million viewers on the Seven Network, making it one of the biggest TV events in the past two decades in Australia. This figure doesn’t include the Optus Sport viewing numbers, which will also add on quite a substantial amount.

The upcoming match against England is set to be one of the biggest TV viewing events in Australian history. It should surpass all previous events – except Cathy Freeman’s victory race in the 2000 Sydney Olympics.

Alongside this, Matildas’ shirts have easily outsold Socceroo’s shirts and attendances at Women’s World Cup matches continue to break record after record.

It’s a real feel-good moment for Australian football, but what also must be accounted for is what comes next.

Once the Women’s World Cup tournament finishes on the August 20 – whether the Matildas are in the final or not – perceptions must be changed at a grassroots level around the country for the sport.

All those young girls and boys watching the Matildas games in the stadium or on TV need as many opportunities as possible to play the sport they are currently invested in through the World Cup.

Whilst funding grants such as the newly built Home of the Matildas in Victoria is important for the professional side of the game, a recent announcement by Football Queensland focused on the necessity to give youngsters more opportunities to further engage in the world game.

Football Queensland announced they were awarded the lease at a new $35 million community sports complex at Nudgee.

A deal was struck between the governing body and the Brisbane City Council – with the aim of the facility to be a northern hub for community football programs.

Speaking to media, Lord Mayor Adrian Schrinner stated football is experiencing an incredible take-up, particularly among women and girls, and the new headquarters will help meet demand for additional playing fields.

“Brisbane is the fastest growing capital city in Australia and it’s important that we continue to deliver the facilities our residents need to stay active and play their favourite sports,” he said.

“The incredible efforts of our Matildas and the huge crowds during the Women’s World Cup show this facility is being delivered right in time to meet the booming participation in football by women and girls.

“After attending the World Cup and watching my son play each weekend, I’m proud our Council team is playing a role in helping Football Queensland grow the game in Brisbane with this great new sport and recreation facility on the north side.”

Football Queensland CEO Robert Cavallucci explained the Nudgee facility would build vital capacity for the game as Brisbane’s and the state’s largest participation sport continues its rapid growth.

“Today’s announcement will help meet the existing pressures and demands of the 40,000 strong club-based participants in Brisbane LGA and further support the delivery of community, development, and female football programs to the more than 35,000 social players in Brisbane as part of a Metro North Football hub,” he said.

“Enabling infrastructure projects like this are key to delivering opportunities for the thousands of boys and girls who are being turned away by local clubs every season due to a lack of infrastructure to service the current demands of our ever growing game.

“I’d like to commend Lord Mayor Adrian Schrinner and recognise the great work of the Brisbane City Council for acknowledging this and delivering such a critical boost to the community. Football Queensland will create more places for the local community to play football and deliver more programs to improve the football experience for participants of all ages, abilities and backgrounds.

“The success of the biggest ever FIFA Women’s World Cup currently happening in our own backyard is a reflection that Brisbane is a football city, with a huge appetite for the beautiful game.

“With the CommBank Matildas inspiring a new generation of young male and female footballers, infrastructure like this facility will ensure we can serve the next generation by meeting the infrastructure needs of today.”

Infrastructure projects and agreements with councils such as this need to become commonplace after the end of the FIFA Women’s World Cup. The game needs further investment and it has shown throughout this event it deserves it.

Participation numbers will continue to grow, especially amongst young girls – so more facilities will need to be utilised.

The Matildas have shown what Australian football can be at its best. For the next generation, it is vital for the game to influence and change decision maker perceptions at a local level.

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Nike and FA reveal Socceroos kit ahead of 2026 FIFA World Cup

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Image credit: Football Australia

As the lastest collaboration between Football Australia and Nike, the 2026 National Team collection is testament to a partnership spanning over two decades.

 

New threads, old partners

Built on the balanced principles of heritage, culture and progression, Nike have designed two kits which reflect the very DNA within Australia’s men’s national team.

“The CommBank Socceroos are set to perform on the world stage with a clear intent to compete and succeed against the world’s best, and this new kit reflects that ambition,” said Football Australia CEO, Martin Kugeler, via official press release.

“Socceroo kits become part of Australian football history, forever tied to defining moments and performances and we look forward to seeing the Socceroos represent the country with pride in this jersey on the global stage.”

Honouring the twenty-year partnership with Nike, this year’s kit draws inspiration from the iconic 2006 jersey. The hope, therefore, is that performances on the pitch will mirror this sense of pride, passion and ambition.

Innovation on the biggest stage

Furthermore, football kits represent innovation and ambition. Materials, fit and finer details must all come together in a perfect combination to allow for optimal performance.

The Socceroos collection features Nike’s Aero-FIT performance cooling technology, thus increasing airflow and ensuring players stay cool while playing in high temperatures.

But beyond the inner workings and technology of the kits, a sense of authenticity and intention continue to shine through.

“I really love the new home kit, it has a great traditional feel with the colours and the style and it feels unmistakably Australian,” outlined Nike athlete and Socceroos star, Jordan Bos.

Although kits appear as little more than a squad number and a badge, the international stage demands a jersey which represents something far greater. The World Cup is about national pride, passion and ambition, and Australia’s 2026 kit collection unites all of them.

AFC Women’s Asian Cup: How do we sustain growth and success?

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Image credit: Football Australia. (Photo by Mark Metcalfe)

This year’s AFC Women’s Asian Cup 2026 was not just another tournament. It was a momentum shift for women’s football in Australia. Match quality, crowd numbers and national pride have never been higher – but how do we ensure this success continues after the final whistle?

Financial input and output

Ahead of the tournament, the Australian Government demonstrated their support and commitment through a $15 million investment.

With such significant financial backing behind the Matildas’ pursuit of victory on home soil, the tournament seemed poised to be hugely successful – and it didn’t disappoint.

Projections point towards an overall revenue of over $250 million, with over 24,000 international visitors and 1000 jobs created. It proves that when money is invested into the women’s game, the rewards on and off the pitch are undeniable.

Federal Minister for Sport, Anika Wells, was present at the official announcement of the Australian Government’s funding boost.

“The Tillies and the 2023 Women’s World Cup redefined Australian sport and now the Albanese Government is backing the Matildas again with a $15 million investment for the Women’s Asian Cup,” said Wells.

“Women’s sport is not nice to have or a phase, it is brilliant, nation-stopping, and here to stay.”

With huge revenue numbers and contributions to local economies, this year’s AFC Women’s Asian Cup has demonstrated the financial power and potential of the Matildas, and ultimately of women’s football across Australia.

Attendance numbers skyrocket

Beyond finances, however, the standout factor throughout the tournament was the record-breaking crowd sizes.

60,279 fans packed into Stadium Australia in Sydney to witness an entertaining 3-3 draw between the Matildas and South Korea, a huge number which was later smashed by Saturday’s final attendance of 74,397.

However, support wasn’t exclusive to the Matildas. At Japan’s semi-final demolition of South Korea, a 17,367 crowd set a record for the highest attendance at a Women’s Asian Cup match between two visiting teams.

Although skeptics will highlight that many games failed to sell out, the crowds attracted during this year’s tournament highlight two decades of immense growth. In 2006, the final brought in little more than 5000 people.

In fact, with 250,000 attendees over three weeks, and ticket sales increasing five-fold from the previous record, the proof of a nationwide buzz is there for all to see.

But creating a buzz is not enough. We must act on it, and sustain it, if we want to see true, long-term development.

 

Avoiding past mistakes

Following the excitement of the 2023 FIFA Women’s World Cup, women’s football in Australia looked set to launch into a new era of development and expansion.

Although female participation increased in New South Wales by 31% between 2022 and 2025, attendance numbers at ALW matches fell by 26% between the 2023-24 and 2024-25 seasons. The ‘buzz’ – without genuine commitment or backing to sustain it – wore off far too quickly.

This year’s AFC Women’s Asian Cup was a second chance for Australia’s football industry to correct its past mistakes, and ensure that state federations, governments and teams align in their commitment to growing the ALW and women’s football as a whole.

Furthermore, given the on-pitch prowess and off-pitch success over the past few weeks, the Asian Cup could play a major role going forward. It may yet be the catalyst, the long-awaited springboard that can propel women’s football to new heights in years to come, both on the international stage and within Australia.

 

How do we prolong the buzz?

So, while the success of the Asian Cup can encourage important discussions, the key is to inspire stakeholders and decision makers into taking real action.

On Saturday, Football Australia expressed their commitment to progressing the women’s game in NSW after the tournament ends. Joined by Football NSW and Northern NSW Football, they called upon the NSW government to address facility imbalances over the next decade.

“The growth of women’s football in New South Wales is not a short-term trend – it represents a fundamental shift in participation and expectation across our communities. To sustain this momentum, we must invest in infrastructure that is inclusive, accessible and fit for purpose, ensuring everyone has the opportunity to play, develop and thrive in the game,” said Football NSW CEO, John Tsatsimas.

“We call on the government to invest in the largest participation sport in NSW to bridge the growing facilities gap in NSW which will deliver economic and social long-term benefits through connected communities.”

To this end, a proposed NSW AFC Women’s Asian Cup Australia 2026 Legacy Fund – worth $343 million over a ten-year period – would address several issues at grassroots level. These include:

  • Delivering upgraded community facilities to accommodate growing participation numbers among women and girls
  • Improving accessibility, safety and playing capacity across metro, regional and remote communities
  • Supporting multi-use and multi-sport facilities
  • Strengthening pathways for women and girls across all age groups
  • Continuing the legacy of the AFC Women’s Asian Cup 2026

Should this fund be implemented in NSW over the next ten years, fans and players within the women’s game will be at the heart of a major, long-overdue realignment.

Final thoughts

Despite the bitter disappointment of losing in the final on home soil, there is nevertheless an important reminder to take away: we can’t control results on the field, but we can control intent, attitude and commitment off it.

The AFC Women’s Asian Cup 2026 was a huge success for women’s football in Australia. Matches were of extremely high quality, crowd numbers smashed tournament records, and the nation was united in their support for one of Australia’s most popular sporting outfits.

There may not be silverware to show for it, but the past few weeks have provided something far greater: recognition, respect and a platform to continue growing long after the final whistle. The demand is undeniable, participation and interest is soaring, and the voice of the women’s game can no longer be ignored.

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