WWC 2023 Chief Operating Officer Jane Fernandez: “The Women’s World Cup is arriving at a significant turning point in Australian football”

Fernandez

With just over a year until the FIFA Women’s World Cup 2023 kicks off at New Zealand’s Eden Park on July 20, Soccerscene chatted with a major driving force behind the tournament’s arrival on Australian shores, Jane Fernandez.

Fernandez, the Chief Operating Officer (Australia) of the Women’s World Cup 2023 team, spoke about the organisation of the tournament in the lead-in, the projected impact of the WWC 2023 on women’s football, and why Australia’s multicultural makeup is essential to bringing the tournament to life.

What has the organisation of the tournament been like in the lead-in to it? What is the day-to-day process like for you?

Jane Fernandez: It’s been really exciting and also hugely challenging setting up a local FIFA subsidiary in a COVID environment. We basically built a group on Teams, so it’s now fantastic that we’re at this phase where we’re all coming back into the office and can all work and talk together face-to-face.

It’s a huge honour to be a part of a start-up – which is what we are – across Australia and New Zealand. We’ve now hit a staffing number of close to 140 across the two countries, so there’s constant recruitment and building the team and foundations to make sure that we’re set up for success. It’s been hugely rewarding, and I think we’ve built a team of amazing professionals who are not only experienced in what they do, but hugely passionate about the FIFA Women’s World Cup and what it can do. That’s the culture that we’ve created here and it’s a real honour to be part of it.

What has it been like for the FWWC2023 team to interact with governing bodies and other sporting codes to collaborate on the bidding and organising process?

Jane Fernandez: Well, all of those discussions really started during the bidding phase – I started working on this project back in 2017 and it feels like a lifetime ago. At that point in time, it was a lot of discussions with key stakeholders, and all of our governments (state and federal). We could not be hosting this tournament without the support of governments and it was the federal government that supported our wish to bid when I was working for Football Australia back then.

During the bidding process we also got the other codes to work together because we have fantastic infrastructure in Australia and we want to make sure there’s room for everyone, which is what we’ve been able to achieve. So, that commitment and collaborating on scheduling was a really important part of the bidding process and pleasingly we were able to achieve that.

The WWC 2023 arrives at a crux moment in the fight for gender equality in football. How important is it in promoting women’s football?

Jane Fernandez: I think sport and football has the potential to be a catalyst for change, and I think we’re all very aware of that with the responsibility that we all hold in that space. FIFA developed a women’s football strategy a number of years ago and the development of the women’s game is front of mind for everyone in Zurich and also here and in New Zealand as well. FIFA has contributed and committed one billion dollars to the development of the women’s game for the cycle leading up to next year’s World Cup here.

We’re looking forward to building the foundations and making sure that we’re growing female leaders throughout all levels of our game, making sure that we’re increasing participation with that fantastic target of 60 million women and girls playing football by 2026. And of course, for the first-time ever, developing a standalone commercial platform which is incredibly important to ensure we develop the commercial sustainability of the women’s game. This is the first time that this has ever happened, and we announced Xero as a partner for that platform not long ago. So, we’re really excited and this is a real momentum shift in where we want to take the FIFA Women’s World Cup.

Matildas

What are the strategies that the FWWC2023 team has in place to leave a sporting legacy behind after the tournament?

Jane Fernandez: During the bid, legacy was always the first thought – never the afterthought. And we’ve continued that as we’ve gone forward. Globally, as I mentioned, FIFA have the women’s football strategy with those clear targets that have been articulated and are starting to be delivered upon which is fantastic. The development and education of females right goes through all levels of the game – from refereeing, coaching, administration, leadership and of course players as well. Globally, FIFA are really driving that.

And then we think about the Asian Football Confederation and Oceania as well. For the first time, this will be the first tournament that is delivered over two confederations, which is hugely exciting because the potential for growth and the opportunity is just huge. So, both AFC and OFC are working together on their legacy plans and what they want to achieve from hosting the Women’s World Cup in their region for the first time. So, this cross-communication and collaboration is just fantastic.

And then we think domestically where Football Australia and New Zealand Football are developing amazing domestic legacy plans. In Australia – led by Football Australia with James Johnson as the CEO – we have Sarah Walsh, Mark Falvo, Peter Filopoulos and their respective teams as well who are really driving the Legacy ’23 plan nationally and working closely with all Member Federations. A number of these elements were front of mind during the bid, so of course participation is absolutely of paramount importance to achieve the target of 50-50 by 2027. But you can’t have that without infrastructure investment, and it was pleasing to see the success that Football Australia’s #Equaliser campaign had recently, ahead of the Federal elections to address the lack of female friendly facilities as we strive towards our 50-50 target.

What’s also important is investment into training sites, which is something that we are working with Football Australia on. We’ve already announced our first tranche of training sites with more to be announced. This is the first Women’s World Cup where there’ll be a base camp model, which from a legacy perspective is hugely important because it means greater investment into facilities right across the country.

There’s obviously the leadership pillar as part of Football Australia’s Legacy ’23 plan and making sure that we are developing female leaders, and we are doing that through the local FIFA subsidiary as well. There’s also the high-performance pillar which Football Australia is committed to with developing female players. And last but not least, there’s the international relations and tourism pillar. There’s no better way to remind the world that Australia is open for business than hosting the biggest-ever FIFA Women’s World Cup on our shores.

Legacy is always front of mind, definitely never the afterthought, and we’re all working hand-in-hand which is exactly one of the core values of the FIFA Women’s World Cup – which is about collaboration and is about team, and inclusion. It’s really important that we’re all working together to deliver these unbelievable outcomes.

It feels like the 2023 Women’s World Cup is arriving at a significant turning point in Australian football with the sport recently undergoing some rebranding and turnover of control.

Get Onside

What do you envision the impact of this newly introduced base camp model bringing for the 2023 Women’s World Cup?

Jane Fernandez: I’ve been to a number of men’s World Cups and I went to the Women’s World Cup in France, but I remember the first World Cup that I went to was in Germany when the Socceroos finally qualified. The Socceroos set a base camp in a little town called Erlangen, and it was this unbelievable little town, but seeing the power of a World Cup and what it can do with these smaller communities is something that really excites me.

Because while we’re going through the process at the moment of identifying the base camps, I can already see how some of these areas and suburbs (that might not be hosting games but will host teams) will come alive and really inspire young girls and boys to put on their boots, to play football and be a part of this amazing community. The opportunity is just huge.

With Australia being the multicultural country that it is, are you excited to see the nation come together for one massive tournament?

Jane Fernandez: Our multicultural nation is a really important factor for us, and we did this really well during the Asian Cup in 2015. It’s something we will also do extremely well during the FIFA Women’s World Cup, and that’s engaging with all of these different communities right around the country who will basically create a home away from home for every team that’s coming here. So again, it’s another really exciting opportunity that we are working on at the moment.

Asian Cup 2015

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Exclusive Interview with President of PLFC David Cvetkovski: How Preston Lions and the NST format are reviving Australian football’s heart and soul

The National Second Tier competition is taking on a different approach from the traditionally planned home-and-away format, with Football Australia announcing it will be a ‘Champions League’ style format starting in October 2025.

With the introduction of this format, Football Australia announced the following in regards to fixturing:

– NPL season will conclude in September before all clubs take three weeks off in preparation.

– In October, they will move in to the nationwide NST format involving the eight foundation clubs.

– There will be a group stage where the final positions will determine the fixtures for the Quarter Finals stage followed by the Semi-finals and Final which will wrap up by December.

– It will be a precursor to a full home-and-away NST.

For historic clubs like Preston Lions, one of the eight foundation clubs getting involved next season, it provides an opportunity to take that next step towards professionalism and bring back the passion that football has been missing in the top flight.

In a conversation with Soccerscene, Preston Lions President David Cvetkovski touched on several important topics surrounding the recent announcement.

He discussed the financial success of the Preston Lions, how the new format is enhancing the development of young talent, the importance of preserving the traditions of clubs founded by migrant communities, and the need to celebrate these historic ethnic clubs by bringing people together as a united football community.

PLFC’s Financial success

Preston Lions have emerged as one of Australia’s most successful football clubs, known for drawing massive crowds, strong merchandise sales, and a dedicated membership base. But what’s the secret behind their financial success, and how have they set the blueprint for other clubs moving into the NST?

Club president David Cvetkovski attributes this success to identifying and maximising key revenue streams that go beyond just match-day ticket sales.

“The key pillar of our strategy was to pinpoint the main revenue areas for football clubs—not just ours, but for all clubs,” he said.

“The success started by elevating the gameday experience for football fans, who on average might spend $20-25 dollars on a Canadian Club, chips and Kebapi roll so there’s a $25 to $55 per head potential there when the product is right.

“We then went to sponsors, we have 120+ sponsors but what’s the value proposition for them? What’s the merchandise like? Well the improvement in our merchandise sales in the last four years is incredible. What we’ve done is provide custom ranges that our merchandise team have designed the T-shirts that people enjoy. We love the fact that every Preston supporter has a Preston garment.”

Cvetkovski emphasised that match-day revenue is only part of the equation. “Every club has loyal supporters, but how can they buy that hoodie or Canadian Club or Kebapi at the right price? Because canteen and gates revenue make clubs but merchandise and sponsors elevate them” he continued.

“It’s no secret that we have the biggest attendance figures in Victorian football and with the South game, we had over 6,000 people, and we had an online portal to capture ticket sales so we’ve been innovative in driving the key revenue streams otherwise without it, you’re at risk as a club.”

David Cvetkovski at the 2024 Preston in Business launch event. (Image credit: Preston Lions Football Club Facebook)

NST format improving player development

The introduction of the new NST format is providing clubs with greater flexibility to secure player contracts and create optimal conditions for their development.

While Australia continues to produce top-tier talent, the path to recapturing the golden generation of 2006 lies in ensuring that the NST system allows players to focus on football full-time.

Cvetkovski highlighted how this change will transform clubs like Preston and others, offering younger players more opportunities to shine on the biggest stages.

“From a footballer’s perspective, I have to usually contract them for 26 weeks in VPL1, next year in NPL1  would’ve been 26 weeks + potentially three finals so 29 games, but with the NST I’ve been able to contract and take better care of both our young and mature footballers,” he said.

“They’re now being contracted for 40 plus weeks of games but they also need to do 8 weeks of preseason so it’s over 40 weeks. This makes football richer, not only financially, but us being able to play younger kids.

“40% of our team is under 23 years of age. The A-League this weekend had heaps of kids involved because of the budget reduction and this  is fantastic for the game. How do we create a platform for kids to play and let these kids find out at 22, 23 or 24 that they are still a baller.

“Look at Jordy Bos who played through the City academy, broke through at 18 almost 19 and played a few years before making a move to Belgium and now he’s playing for the Socceroos at 21. We need 17 Jordy Bos’ in the Australian team, that’s a generation! and Preston are following the same path,” he concluded.

Return of cultural heritage

During the transition from the NSL to the creation of the A-League, many of today’s NPL clubs boasted a proud history of players and staff representing their cultural heritage with passion.

These clubs served as symbols of identity, reflecting not just individual families but entire communities, offering a sense of belonging through football.

Cvetkovski is committed to preserving these traditions at Preston, ensuring that the club’s strong Macedonian roots remain a core part of its identity as they move forward whilst also encouraging the other NPL clubs to work together to achieve the same goal.

“It is the first time in a while, that we have signed 6 or 7 Macedonian boys to stay true to our heritage, the response from supporters, sponsors and members has been incredible and I’m encouraging other clubs like Avondale, Knights, Heidelberg, South [Melbourne] etc to do the same,” he said.

“You can’t get away from South’s Greek community or Marconi’s Italian community and this makes the fabric of the game richer.

“People ask why is Preston so successful? Because we stay true to our community in one sense, yes, we’re Australian but how good is the multicultural landscape of Australian football!

“I want to work together with our rivals, who are also our friends, so that when Preston plays away at these grounds, they make money.

“There’s no secret to enjoying a game. We go there, have a few drinks and something to eat on a Friday or Sunday night out and watch a good game, it’s entertaining. We’re in the entertainment business at the end of the day.”

Cvetkovski at Preston vs Pascoe Vale 2023 (Image credit: Preston Lions Football Club Facebook)

Uniting the many cultures in Australian football

These historic ethnic clubs, built by migrant communities with a deep love for football, are making a significant return to the mainstream.

They represent the foundation upon which the beautiful game in Australia was built, and the generational loyalty fans have for their local clubs and communities is finally being recognised again.

Cvetkovski passionately spoke about the importance of uniting all cultures in the top flight of football, regardless of background, to celebrate the shared love of the game and foster a sense of community across the sport.

“There’s opportunity to respect the cultural backgrounds of the clubs. I think we went too far towards cleansing the game but the migrant story of Australia is something that should be celebrated,” he said.

“My best friends are Greek, Italian, Croatian,  Bosnian, I don’t care, do I? I’ll sit in any coffee shop; I don’t care where I sit. Let’s bring that friendship to football.

“The new way of thinking is making it about the game, removing any political agendas and making football the star.

“The South [Melbourne] game there was no animosity, there was nothing but celebration of football between two communities who traditionally are rivals.

“They realise now they have a lot more to lose if they get it wrong versus working with each other to make it right,” he concluded.

David Cvetkovski with Football Australia (Image credit: Preston Lions Football Club Facebook)

Football Australia is beginning to recognise that the true beating heart of the game lies with these foundation clubs, which have not only survived but thrived since the dissolution of the NSL.

Their passion, rich history, and deep-rooted respect are unmatched in Australian football and this announcement signals an exciting new era for fans across the country.

If the South Melbourne vs Preston match earlier this year is any indication, the spirit of the game is well and truly alive, bringing back the sense of unity and pride that Australian football has been missing.

More on the details of the newly announced NST here.

Shepparton Cup 2024: The largest junior football tournament goes from strength to strength

The Shepparton Cup was conducted over the weekend, with the event being the largest weekend junior football tournament ever held in Australia.

The 3-day event was a huge overall success, with a record breaking 313 teams competing in the tournament across 21 divisions.

Matches were spread across 38 pitches at Mooroopna Recreation Reserve, Shepparton Sports City, Rumbalara and Wanganui Oval.

With around 4,000 players participating, 755 matches were played over the weekend – with finals matches concluding the event on Sunday.

“It was the biggest and smoothest tournament we’ve ever ran in our 17-year history,” Australian Football Skool (AFS) Director Rolando Navas told Soccerscene.

“There was of course really good football on show across the age groups and great sportsmanship, which was fantastic to see.

“I think the message is getting through about how important it is to provide a positive environment for kids to play sport in. It was pleasing to see everybody there, both players and parents/supporters, had a good time.”

Navas estimates that there were well over 12,500 people attending the event across both venues over the weekend, providing a giant boost to the local Shepparton area.

“You are talking about a wide range of people who are, at a minimum, staying in the city of Shepparton or close by for two nights,” he said.

“The economic impact was massive.”

Economic activity at Shepparton Cup – Image Credit: One Nil Media

Director for Sustainable Development at Greater Shepparton City Council, Geraldine Christou, further explained the greater benefits the tournament had on the local community.

“Australia’s largest junior weekend football tournament right here in Greater Shepparton showcases the strength of our community spirit and our capacity to host major events that bring joy, talent, and visitors to our region,” she stated.

“The economic benefit of this tournament is immense with an estimated $3 to $4 million generated for the region, supporting our local businesses and creating lasting memories for thousands of young athletes and their families.

The Greater Shepparton City Council’s Parks, Sport and Recreation team played a big hand in the organisation of the tournament, which included looking after the setup of pitches to the placement of goals at the venues.

Football Victoria CEO Chris Pehlivanis, who attended the tournament over the course of the weekend, was impressed with the execution of it.

“I’m proud of the whole tournament, it was an amazing opportunity to come down here to Shepparton and see lots of boys and girls playing football and playing lots of games,” he stated at the event.

“I think most kids had six, seven, eight games which is an amazing opportunity and not only that, there was amazing organisation.

“Everyone should be extremely proud of what they have achieved here this weekend…the logistics, everything was run smoothly…the referees were great and all the parents and participants were great.”

Kids at play during the Shepparton Cup – Image Credit: One Nil Media

The Shepparton Cup has continued to grow exponentially over the years, initially starting with just 30 teams in the inaugural tournament in 2007.

This year’s edition also featured a wide range of off the field activities that contributed to a carnival like atmosphere. There was live music, on stage entertainment, food trucks, a fun zone for players and families.

Navas detailed to Soccerscene that the enormity of the event was not lost on him and is investigating ways to make the competition better in the near future.

“(The growth of the event has been) overwhelming, compared to many of the previous years. It was the biggest by far this year and there was a great positivity around it.

“The plan is to not necessarily make it bigger in the future, just to tweak it and add more to it and make it a better experience for everyone.

“I’d love to be able to attract some more international teams, we are looking at that to see how we can get some of the Asian teams to come across to the event.

“This would be fantastic, as it would show the kids here how football is played in different parts of the world. The way we look at things is ‘if I was 10- or 12-years-old what would I want this tournament be?’

“That’s what drives a lot of our thinking and ultimately our initiatives. It’s important to us because if the kids have a good experience, they’re going to become better players and better people because of it.

“We’ve also received some really good information from the feedback surveys we put out, which is very beneficial in shaping the tournament suitably in future editions.”

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