S N E L M 6 L 1 0 O 2 A 4 W OTB 1 0 2 N A L P O C I F G E T A R ST

Womens Football Strategy

The extraordinary growth in female participation in the modern era has changed the face of football in Australia. Gone are the post-war days when males dominated the ranks of players, coaches and fans. Football is better for the change. Its now a regular feature of our game to follow the Westfield Matildas at FIFA World Cups, to watch the Westfield W-League on TV and see huge numbers of women and girls on our pitches all over the nation. We now have more than 100,000 female players in Australia, a ratio of one in five of all registered participants. Its a sign of the strength of womens football, but also a platform for future growth. The FFA Womens Football Strategic Plan aims to build on the success so far. The policies contained in this plan will guide FFA and our stakeholders as we focus on participation, technical development and international competitiveness. Im delighted to formally introduce this document to the football community. In my view the best years for Australian football are ahead of us, and I have no doubt that womens football will be at the forefront of our progress. David Gallop Chief Executive Officer, FFA

David Gallop Chief Executive Officer, FFA

Ours is a game whose time has come

Womens Football Strategic Plan 2014-2016 | Page 2

This year marks 25 years since Australia first played in a FIFA international womens tournament. The progress of the womens game in the years since has been remarkable. Today, the Westfield Matildas are Asian champions, we are ranked #8 in the world, the Westfield W-League enjoys live free-to-air coverage and the grassroots are booming. This document sets out FFAs strategy to chart our path forward, so that girls and women can access and thrive in the game as easily as their male peers. This is fair, right and historically overdue. And, importantly, this strategy recognises that it is footballs feminine half who will bring the broad participation and allround support that is critical to footballs economy and will enable our game to truly prosper.

By building a solid development pyramid, we can offer elite pathways that are second-to-none - leading to FIFA World Cups and the Olympics - alongside lifelong recreational opportunities for women as fans or grassroots participants in the sport the world loves most. Ive loved being in football for over 35 years - as a fan, as a player from grassroots to international and these days as a FFA director and FIFA Executive Committee member. And I would love nothing more than to see these, and more, football opportunities opened to every woman and girl in Australia. Truly, ours is a game whose time has come.

Moya Dodd, FIFA Executive Committee member, AFC Vice President, FFA Director

State of Play

Womens football is poised for significant and sustained growth in Australia in the period 2014-2016. This Strategic Plan provides the policy framework to maximise participation, consolidate the national club competition and drive greater achievements at the international level. The Strategic Plan comes at a time when womens football has made a significant contribution to the games breakthrough into the mainstream of Australian society. At the elite level, the Matildas became the first Australian national football team to become Asian champions, winning the 2010 AFC Asian Womens Cup. At the national level, the W-League entered its 6th season in 2013 with eight clubs and a growing profile, being one of the few womens competitions in the world to have live free-to-air TV coverage. At the grassroots level, over 100,000 girls and women play football in Australia. The ratio of 1 in every 5 players being female puts womens participation at record levels, but there are huge opportunities for growth ahead. Importantly, in a very competitive sports marketplace in Australia, the high female participation base and world-class elite female players provide football with a telling point of difference from every other Australian sport. The key objective of the Strategic Plan is to make football the most played sport amongst Australian women and girls, while supporting the elite female players in senior teams to participate in domestic leagues and on the international stage.

This strategy sets the following goals: Ensuring football is the sport of choice for girls at the grassroots level through the promotion of girls-only football; Investment in future Matildas through the rollout of a skill development program, guided by the newly appointed Technical Director for womens football; Converting participants into fans by connecting them with their heroes and fostering a true womens football fan base; Building on the success of the W-League to breakthrough as a sustainable, world-class league The implementation of this Strategic Plan aims to ensure that womens football contributes to the ultimate goal of uniting Australians through the joy of football. The implementation will also aim to harvest the commercial opportunities and position football as the game for everyone.

Womens football strategic framework

INcReaSe THe NUmBeR OF giRlS aND wOmeN iN FOOTBall
Increase womens and girls participation as players, and their accessibility to the game Increase womens and girls participation as coaches and referees, especially ex-players Raise standards in Grassroots clubs for womens football

Womens Football Strategic Plan 2014-2016 | Page 4

GROw THe wOmeNS FOOTBall FaN BaSe

Convert participants into fans Host high-profile games and tournaments in Australia Broaden the digital content scope and reach Elevate cross-promotion opportunities

ImPROve eliTe PlaYeR PaTHwaYS TO BUilD a SUcceSSFUl MaTilDaS Team

Establish an elite player pathway Support elite player development, including by having the best coaches Optimise preparation for international tournaments Protect players from injury DeliveReD BY: DevelOPiNg STRONg RelaTiONSHiPS acROSS FOOTBall

Establish football as the most appealing & successful womens sport in Australia

ViSiON:

DevelOP THe W-LeagUe iNTO a wORlD claSS FOOTBall leagUe

Improve the format and quality of the W-League Strengthen partnerships Enhance operations and planning of the league and W-League clubs

DeliveReD BY: PROviDiNg STRONg leaDeRSHiP

DeliveReD BY: INcReaSiNg maRKeTiNg aND PROmOTiON OF THe wOmeNS game

DeliveReD BY: MaXimiSiNg cOmmeRcial OPPORTUNiTieS

Talent Development Womens Football Pyramid

Senior National Team: Matildas W-League Under 19 National Team: Young Matildas W-League Under 17 National Team: Junior Matildas W-League NTC Challenge Under 15 National team (identification) State Titles Under 15s

PE

s ior n e RF HIGH S PR ORM OG AN RA CE U19 M N U TC 17

PE

RF PR ORM OG AN RA CE M

State Titles Under 13s

TA L
GR AS SR

EN

TP

U15
RO GR AM

OO TS

PR

OG

RA

MS

m gra , o 3 r U1 on P i isit u l q bal ctory Ac t l o l i Sk y fo du nit , Intro u m ls s Com choo ram g S Pro bs, Clu

Womens Football Strategic Plan 2014-2016 | Page 6

Increase the number of girls and women in football in Australia

Football is one of the top three team sports played by girls and women in Australia. This is one of the points of difference for football, as it provides an opportunity for all Australians to participate regardless of gender. However, only 20% of the total football participation base are girls and women. Attracting and retaining female players is becoming more challenging in a society which is seeking less structure from sport and more flexible recreational opportunities. With FFAs core purpose of uniting Australian through the joy of football, there is an immense opportunity available to increase the participation of girls and women in the beautiful game. This includes not only players, but also referees, coaches, and senior administrators. FFA will continue to encourage this growth by putting in place partnerships and strategies that will foster the development of females across all roles within grassroots football, and promote female friendly club environments.

I like playing football because of the rush you get when the ref blows the whistle to start. I really like to meet new people who share the same passion as me. I also like how I am a part of a team. It is also great when you play against boys, because you feel like such a good player if you beat them. I think that as I get older I will keep learning new things that will make me a better football player. Also football makes me very happy. Cassidy, 13 years old, grassroots football player

Womens Football Strategic Plan 2014-2016 | Page 8

INcReaSe wOmeNS aND giRlS PaRTiciPaTiON aS PlaYeRS, aND THeiR acceSSiBiliTY TO THe game

Provide girl-only traditional football opportunities while promoting mixed, including Small Sided Football and introductory programs Provide more non-traditional football opportunities for girls, such as social football, futsal and summer competitions Provide opportunities for girls in the school environment, as part of the broader FFA Schools Strategy Provide more social football opportunities for women, including over 35s Develop clear pathways for female Coaches and Referees from grassroots to elite Deliver coaching and refereeing courses tailored to women and girls, considering the course structure, timing and presenters Introduce a mentoring program for female coaches and referees, including one tailored to ex-elite players Develop more female-friendly football facilities

INcReaSe wOmeNS aND giRlS PaRTiciPaTiON aS cOacHeS aND ReFeReeS, eSPeciallY eX-PlaYeRS

At the age of 19, I stopped playing football and started to referee, as there were no female officials in the local area. I refereed in both state and national competitions before being nominated to FIFA in 2004. I have officiated all over the world in various tournaments including AFC Womens U19 Championships, Womens U20 World Cups, Asian Games and the 2011 Womens World Cup in Germany. With the recent introduction of the FFA National Talent Pool, AFC Project Future and W-League there is a massive opportunity for our female officials to experience officiating all over Australia and Asia. Jacqui Melksham, FIFA and FFA Referee

RaiSe STaNDaRDS iN GRaSSROOTS clUBS FOR wOmeNS FOOTBall

Rollout the National Club Accreditation Scheme, setting expectations of female involvement amongst grassroots clubs Develop strategies to encourage more women to move into senior positions within grassroots clubs

Grow the womens football fan base

In the past ten years, the popularity of womens football has steadily increased with the rise in popularity of the overall game. W-League games have a steady fan base, and Matildas games often receive strong community support. FFA is committed to increasing this fan base through targeted marketing and promotion of the womens game, particularly through the Matildas. With over 1.96 million Australians participating in football, the potential to increase the number of supportive fans is significant. Increasing the womens football fan base is key to unlocking commercial potential that will grow the game and improve its accessibility to all women players, coaches, referees, admin and fans. Through stronger marketing and promotion FFA will draw more people to the sport, improving its commercial position. By leveraging both traditional and social media, FFA will increase the awareness of elite womens football in Australia and encourage those who play and love the game to support the elite women at the top.

Womens Football Strategic Plan 2014-2016 | Page 10

CONveRT PaRTiciPaNTS iNTO FaNS

Conduct extensive market research into the target fan base (current players, both male and female, of all ages) Develop a communications and marketing strategy to help foster a love of football in female players Create an Ambassador program, connecting figures in the womens game who have presence and character with young female players Bring high-profile international teams to Australia to play friendly matches with Matildas, Young Matildas etc. Investigate opportunities to host womens football competitions Promote the game by engaging the community through social media Develop exclusive, valuable and engaging content for users to interact with Better connect the Socceroos and Hyundai A-League with the Womens game Develop partnerships to broaden the reach of womens football e.g., with charities, media groups, etc. Leverage the popularity of the 2015 Asian Cup to generate greater interest and awareness of the womens game

HOST HigH-PROFile gameS aND TOURNameNTS iN AUSTRalia BROaDeN THe DigiTal cONTeNT ScOPe aND ReacH

Canberra United Fans enjoy the weekly challenge between top flight female athletes. We have seen the competition improve substantially since the inception of the W-League and the flow on effects to the grassroots. It is still a challenge to continue and grow the support of the womens game and to engage the match crowds at the match. However, we believe the future is promising, and each year has shown an increase in the technical quality of the game and a broader interest. New idols are created, with local media helping to increase the support of the Womens game. Female players and fans can identify with new role models not only as sports people, but as leaders in the community. Dedicated fans of the Canberra United W-League team

ElevaTe cROSS-PROmOTiON OPPORTUNiTieS

Improve elite player pathways to build a successful Matildas team

The pinnacle of elite Australian womens sport is, without doubt, the Matildas. The Matildas have enjoyed both significant success and a growing profile on the international stage. They have qualified for the past five FIFA Womens World Cups, are reigning Asian champions and have been a permanent fixture in the top ten of the FIFA World Rankings since 2011. In order to continue improving our international competitiveness, FFA strives to continue developing talented elite players and ensuring that national team programs are in place to provide players with the exposure and experience necessary to succeed internationally. Key to achieving this is the development of elite players by nurturing talent from a younger age through the establishment of a clear elite player pathway from grassroots to the most senior level; and providing women with opportunities to continue improving as football players with regular high-quality competition for the national teams and the ability to play football 12 months of the year.

To keep our leading position and move even higher up in the world ranking, FFA and all member federations have to continue developing womens football in all aspects (Grassroots activities, talent identification, talent development, competitions, elite development pathway, coach education etc.) The development of the game, and the growing numbers of girls and women playing football, will help drive our National Teams to succeed at an international level. Hesterine de Reus, Matildas Head Coach

Womens Football Strategic Plan 2014-2016 | Page 12

ESTaBliSH aN eliTe PlaYeR PaTHwaY

Establish a talent development pathway from the grassroots to the elite, with buy in from all stakeholders Promote mixed football opportunities for female players on the elite player pathway Introduce a Skill Acquisition Program for girls in football Raise the quality of football in womens premier leagues through the rollout of the National Premier League Ensure strong coaches are developed and/or recruited to lead elite female football teams Set-up an international calendar for the national teams, particularly ahead of qualification for tournaments Set-up a professionals support structure for national teams, particularly ahead of qualification for tournaments Work with FIFA to adopt the 11+ program in Australia, protecting female players from injury Football for Women in Australia has changed dramatically over the last 10-15 years. When I was a teenager, the concept of female-only football was non-existent. Young girls now have the opportunity to play with their female friends in a comfortable environment and if they chose to do so, follow a clear pathway to represent the Matildas via the Westfield W-League. The friendships and experiences I have today all stem from playing the beautiful game. Sarah Walsh, ex-Western Sydney Wanderers and Matildas

SUPPORT eliTe PlaYeR DevelOPmeNT, iNclUDiNg BY HaviNg THe BeST cOacHeS

OPTimiSe PRePaRaTiON FOR iNTeRNaTiONal TOURNameNTS PROTecT PlaYeRS FROm iNjURY

Develop the W-League into a world class football league

In just five seasons, the W-League has played a critical role in unearthing new talent, and increasing the quality and technical ability of players; while also providing an opportunity to showcase our talented female footballers. The partnerships which have been established with both our broadcast partner, the ABC, and our major sponsor, Westfield, have assisted FFA to develop a professionally run league which continues to grow from strength to strength on and off the pitch, and attracts the best coaches, referees and players both domestically and internationally. The challenge for the W-League, not unlike all womens sports leagues, is to build a sustainable club model. FFA is launching a review into the W-League to assess the sustainability of the current model, and determine the best way forward for the league in terms of operations and competition format. The output of this review will be a multiyear strategy for the W-League, and more broadly, for how the W-League will connect with grassroots football and the National Teams. In addition, FFA will develop a communications strategy to address partnerships with the W-League, and assess attractive commercial opportunities. FFA is committed to build on the achievements of the last five seasons to create the most attractive product to promote womens football in Australia.

Its wonderful to see so many more young girls enjoying our beloved game these days and the Matildas now, a house-hold name. Gone is the day when I was the only girl playing against the boys and the common question was Do girls really play football? It wasnt just a career for me, it was my life. Joey Peters, ex-Newcastle Jets and Matildas

Womens Football Strategic Plan 2014-2016 | Page 14

ImPROve THe FORmaT aND QUaliTY OF THe W-LeagUe

Conduct a review of the format of the W-League with a view to increasing the competitions sustainability Develop a multiyear strategy for the W-League to ensure it continues to build on the success of the current model Develop an ongoing communications strategy to address relationships between stakeholders, both community and elite Improve commercial and media relations to maximise sponsorship and promotion opportunities Review operations of the league and each W-League club (in conjunction with relevant Hyundai A-League club / Member Federation) Work with each W-League club to develop business plans, focusing on all areas of operation including opportunities for revenue generation The great thing about the establishment of our W-League, is that it is in our own backyard in front of family and friends. It is a competition that is growing substantially and creating more and more interest domestically and internationally as the seasons go by, and allows us to compete against the best players in Australia. What it means to me for someone to endeavour to invest and grow womens football, is a sense of security that there are people supporting our dreams and aspirations, to enable us to create equal opportunities for girls wanting to pursue their footballing careers as we are now. Kyah Simon, Western Sydney Wanderers and Matildas, former Sydney FC championship winner

STReNgTHeN PaRTNeRSHiPS

ENHaNce OPeRaTiONS aND PlaNNiNg OF THe leagUe aND W-LeagUe clUBS

Member Federations
FFA acknowledges our major stakeholders, the 9 Member Federations, who are involved in all levels of the game including the player pathway, Westfield W-League and grassroots participation. They will play a role in bringing the strategy to life.

FOOTBall FeDeRaTiON AUSTRalia Locked Bag A4071, Sydney South NSW 1235, Australia Telephone: (+61 (2) 8020 4000 Facsimile: +61 (2) 8020 4100 www.footballaustralia.com.au

CaPiTal FOOTBall PO Box 50, Curtin, ACT 2605 Phone: +61 2 6260 4000 Facsimile: +61 2 6260 4999 www.capitalfootball.com.au

FOOTBall NORTHeRN TeRRiTORY PO Box 3105, Darwin, NT 0801 Phone: +61 8 8941 2444 Facsimile: +61 8 8941 8644 www.footballnt.com.au

FOOTBall FeDeRaTiON SOUTH AUSTRalia PO Box 593, Hindmarsh, SA 5007 Phone: +61 8 8340 3088 Facsimile: +61 8 8340 3188 www.ffsa.com.au

FOOTBall FeDeRaTiON TaSmaNia PO Box 371, Glenorchy, TAS 7010 Phone: +61 3 6273 3299 Facsimile: +61 7 6272 8868 www.footballfedtas.com.au

FOOTBall FeDeRaTiON VicTORia PO Box 7488, St Kilda Road, VIC 8004 Phone: +61 3 9474 1800 Facsimile: +61 3 9474 1899 www.footballfedvic.com.au

FOOTBall FeDeRaTiON QUeeNSlaND PO BOX 748, Sunnybank, QLD 4109 Phone: +61 2 3420 5866 Facsimile: +61 2 3420 5944 www.footballqueensland.com.au

FOOTBall WeST PO Box 214, Maylands, WA 6931 Phone: +61 8 9422 6900 Facsimile: +61 8 9271 7299 www.footballwest.com.au

NORTHeRN NSW FOOTBall PO Box 88, Waratah, NSW 2298 Phone: +61 2 4964 8922 Facsimile: +61 2 4964 8921 www.northernnswfootball.com.au

FOOTBall NSW PO Box 6146, Baulkham Hills BC, NSW 2153 Phone: +61 2 8814 4449 Facsimile: +61 2 9629 3770 www.footballnsw.com.au

W-League Clubs

Womens Football Strategic Plan 2014-2016 | Page 16

www.aDelaiDeUNiTeD.cOm.aU

www.BRiSBaNeROaR.cOm.aU

www.caNBeRRaUNiTeD.cOm.aU

www.NewcaSTlejeTS.cOm.aU

AdElaidEUnitEdLadYREdsofficial

brisbanEroarfc

CanbErraUnitEdWLEaguE

JEtswomEnofficial

@FFSALadYREds

@BrisbanERoar

@CanbErraUnitEd

@JEtsWomEn

www.PeRTHglORY.cOm.aU

www.SYDNeYFc.cOm.aU

www.melBOURNevicTORY.cOm.aU

www.wSwaNDeReRSFc.cOm.aU

PErthGlorYWomEn

SYdnEYFootballClub

gomvfc

wswandErErsfc

@PErthGlorYWomEn

@SYdnEYFC

@GoMVFC

@WSWandErErsFC

Proud Partners of Womens Football

WOM E N S

Womens Football Strategic Plan 2014-2016 | Page 18

www.FOOTBallaUSTRalia.cOm.aU