Latest News

Back to Latest News back


FFA Women’s Football Council releases Business Case to transform women’s football

FFA Women’s Football Council releases Business Case to transform women’s football
June 15, 2020

With Australia a potential host of the FIFA Women’s World Cup in 2023, the FFA Women’s Football Council has today released its 10-year Business Case for women and girls in football that outlines three major pillars and 17 change actions to transform women’s football in Australia over the next decade and drive significant investment in the women’s game.

Female participation in football grew 11% in the past year and reached 156,893 registered players and 300,000 total female player participants across the community. Football is the largest club-based participation sport in Australia with over 1.8 million participants.

Initiated and driven by the FFA Women’s Football Council, and funded and anchored by FFA, the Business Case was undertaken by Cast Professional Services and Minter Ellison.

80 respondents were part of the collaboration, from all levels of women’s football in organisations and associations, including FFA, the PFA and Member Federations, as well as, players, referees, coaches, club administrators, inspirational leaders and activists, nationally, internationally, and from across various sporting codes. The Business Case was also informed by global strategy from international football organisations, including FIFA, UEFA, the FA and CONCACAF.

The Business Case will be fully integrated with FFA’s long term vision and strategy, and recognises that women’s football is the game’s growth centre. It highlights the opportunities to continue growing the women’s game in Australia, the benefits this will have for the community and the eventual high return on investment it will bring.

Benchmarking, key performance indicators (KPIs) and tied, top-down funding are the hallmarks of a case for the business of women’s football that cascades from national team level to the professional and social leagues to grassroots.

To maximise outcomes for women and girls and ultimately achieve commercial viability of women’s football in Australia, the Business Case focuses on three major pillars:

1. Accelerate and retain participation by women and girls.
2. Appoint women to decision making roles across the game.
3. Ensure national team success.

FFA Women’s Football Council Independent Chair, Ros Moriarty notes “this Business Case is transformational and has the potential to bring commercial sustainability through growing women’s football in Australia. As we come out of the COVID-19 pandemic and potentially host the FIFA Women’s World Cup in 2023, now is the time to drive ground-up equality in football for women and girls.

“Football has achieved so much and will deliver so much more value to women and girls in Australia when it unlocks its full potential as a sport. The overwhelming enthusiasm and goodwill for women's football, the inherent flexibility in the game, and the immense progress women in the sport have achieved thus far, demonstrate the untapped opportunities women’s football presents in regards to player and community wellbeing, national pride, economic growth and international relations.” 

The 17 priority initiatives put forward in the Business Case include supporting clubs to adopt best practices in welcoming and accommodating women, girls and families, increasing women in decision-making, elite coaching and refereeing roles, and committing to a plan to extend the W-League.

To achieve its three major pillars, the Business Case outlines specific KPIs to measure the timing and success of these 17 initiatives. These include doubling the number of women participating in football, achieving at least 40% representation on women on boards, groups and committees in FFA, Member Federations and in coaching and refereeing in W-League and WNPL games, and for our national team, the Matildas, to rank in the world’s top five teams.

FFA Chief Executive James Johnson advises “we were delighted that our ‘As One 2023’ Bid was ranked highest in the Bid Evaluation Report released last week, with an overall average score of 4.1 out of a possible 5 points. Women’s football deserves this investment because the return will be significant both to the sport and to the community – recent business case work on women’s football instigated by the Women’s Football Council together with FFA confirms this.

“The development of women’s football has never been more important to FFA, and we look forward with confidence to FIFA’s decision on 25th June, and to a bright future for the women’s game in Australia.”

Moriarty added “Women’s football is the game’s biggest growth area and this Business Case is the ideal framework to drive this growth. The Business Case is the result of extensive and collegiate information sharing and welcomes the participation of every person and group in Australian football who has a passion to see equality in football for women and girls.

“Ultimately it harnesses the power of football to transcend sport. This 10-year plan is not just about women’s place in football, it is about the place of women in society. This is the key to unlocking investment that will unlock the potential of women’s football.”

Key facts on women’s football in Australia (from Business Case):

• Over 7,700 girls and women are involved in football coaching across Australia.
• There are over 10,000 female volunteers within the Australian football community. 
• Social football participation has grown by 30% in the past year and has 33,000 women and girls as registered participants.
• Participation by Indigenous and culturally and linguistically diverse (CaLD) women and girls doubled in 2018/19.

Image courtesy of Manly United FC 

Related Articles

13th June 2020 - Community sporting clubs facing financial ruin as revenue streams hit by Coronavirus impact

10th June 2020 - Australia and New Zealand secure top score in evaluation bid report for 2023 FIFA Women’s World Cup

29th May 2020 -  FFA looks for A-League season restart in July

13th May 2020 - FFA set lose $6 million sponsorship with major A-League sponsor Hyundai

2nd May 2020 - FFA supports measures released for resumption of grassroots and elite sport

29th April 2020 - FFA prepares guidelines for the resumption of football

27th April 2020 - FFA appoint former stars to game development panel

11th March 2020 - Female participation in football reaches record levels in Australia

19th February 2020 - FFA and NZF to demonstrate unified bid to FIFA Women’s World Cup 2023 inspection team

15th January 2020 - New FFA Chief Executive sets out priorities at first press conference

20th December 2019 - Questions over credibility of ‘independent’ review of sacking Matildas coach Alen Stajcic

13th December 2019 - FFA and NZF unite to submit joint bid for FIFA Women’s World Cup 2023

6th December 2019 - FFA confirms appointment of new Chief Executive James Johnson

5th November 2019 - Groundbreaking deal to see pay parity between Matildas and Socceoos

19th August 2019 - FFA announces independent review of national football teams

5th July 2019 - FFA set to allow clubs to again use ethnic symbols and cultural names

1st July 2019 - FFA agrees to independent management for the A-League

26th June 2019 - Women in Football Association looks to eliminate the ‘grass ceiling’

24th June 2019 - Lack of female football facilities threatens development of future Matildas in Victoria

7th June 2019 - FFA and PFA announce move towards gender equity for W-League and A-League player payments

31st May 2019 - FFA Director Heather Reid apologises ‘unreservedly’ to sacked Matildas coach

24th May 2019 - FFA looks for significant Federal Government backing for 2023 FIFA Women’s World Cup bid

21st May 2019 - FFA launches bid to host 2023 FIFA Women’s World Cup

12th April 2019 - FFA secures funding to increase female football participation

25th March 2019 - Research suggests AFLW inspires more women to participate in football codes

14th May 2018 - New program to help develop up and coming Matildas

13th December 2017 - Westfield Matildas and Sam Kerr top AIS Sport Performance Awards

20th April 2017 - FFA looks to close AIS-based Centre of Excellence

2nd November 2012 - About time for women in Australian sport

Asking a small favour
We hope that you value the news that we publish so while you're here can we ask for your support?

The news we publish at is independent, credible (we hope) and free for you to access, with no pay walls and no annoying pop-up ads.

However, as an independent publisher, can we ask for you to support us by subscribing to the printed Australasian Leisure Management magazine - if you don't already do so.

Published bi-monthly since 1997, the printed Australasian Leisure Management differs from this website in that it publishes longer, in-depth and analytical features covering aquatics, attractions, entertainment, events, fitness, parks, recreation, sport, tourism and venues management.

Subscriptions cost just $90 a year.

Click here to subscribe.


supplier directory

The Complete Guide to Leisure Industry Products & Services.

See the directory see all


PathMinder Pty Ltd have partnered with AllUser Industries srl to bring Europe’s most advanced high security portals to the Australian and New Zealand markets. AllUser Industries started to…

read more

Access / Fitness / Recreation / Security


XBODY Australia Pty Ltd

PROVEN BUSINESS CONCEPTS WITH XBODY XBody’s goal is to see you and your EMS business succeed. That is why we don’t just sell equipment, we provide know-how, expert knowledge,…

read more

Fitness / Technology / Wellness


Tim Batt Water Solutions

Tim Batt Water Solutions are at the very forefront of the commercial aquatic business in Australia, with over 30 years specific experience supplying and installing chemical control and dosing…

read more

Aquatics / Environment / Recreation / Technology / Venues


Worldwide Sports Management

Principal Consultant Simon Weatherill has spent the last 20 years developing the world renowned Melbourne Sports Hub, as former Chief Executive Officer of the State Sports Centres Trust…

read more

Aquatics / Consultants / Recreation / Sport / Venues


TPEC Pool Enclosures

TPEC Pool Enclosures provide a large range of premium commercial and residential retractable swimming pool, spa and terrace enclosures throughout Australia, servicing residential, local government…

read more

Aquatics / Design / Recreation / Venues


Spill Station Australia

Compliant chemical storage and decanting solutions. Includes spill kits, spill containment pallets, chemical decanting decks and safety shower and eyewash equipment. See our full range of solutions

read more

Aquatics / Safety / Security / Venues



Geoff Ninnes Fong & Partners (GNFP) is a structural, aquatic and civil engineering consultancy with broad experience in the design of new municipal and institutional swimming pools, hydrotherapy…

read more

Aquatics / Consultants / Design / Venues


get listed with our suppliers directory

Get your business noticed in our targeted directory. Viewed by 10,000 industry professionals per week!

list your business