The considerable challenge facing Asia’s coaching elite

Ange Postecoglou

The Asian Football Confederation (AFC) is home to a litany of successful, transformative and triumphant coaches, many of whom have left an indelible mark on the region for years to come. However, the extensive measures put in place by the Union of European Football Associations (UEFA) leave these coaches facing a monumental effort in their attempt to progress their career – coaching amongst the elite of European club football.

The documented challenges faced by Socceroos Asian Cup winning coach Ange Postecoglou in taking on the managerial role at Scottish powerhouse Celtic FC is a significant example recently. Postecoglou’s Australian Pro coaching license – which is the highest level of coaching qualification in Asia – was not recognised as an equivalent to UEFA’s Pro coaching licence, a requirement for coaches in the continent.

In Postecoglou’s case, the appointed Celtic Head Coach was recognised by the UEFA Coaching Convention for his prior experience and success and pro diploma in the AFC, with the clutch that he had to undergo a Recognition of Confidence procedure to determine his aptitude. Following this UEFA convention process he received a ‘certificate of competency’ that now allows him to coach Celtic parallel to completing his UEFA Pro licence.

Ange coaching

Such a process is no doubt unnecessarily extensive, particularly for a coach of Postecoglou’s calibre. Moreover, it is an even greater toil of a process for AFC coaches who lack Postecoglou’s years of experience. As even though an AFC Pro Diploma relates to the UEFA A License, it is not the UEFA equivalent.

FIFA’s efforts to establish a cross-confederation recognition of coaching licences have gained little traction within the UEFA confederation to date.

Coaches with non-UEFA credentials are forced to undergo a process whereby they are assessed by a bureau of the Jira Panel – the body responsible for the developing and fostering of coaching and coach education across Europe – on a case-by-case basis and on request. There is no official agreement between UEFA and other confederations regarding the mutual recognition of coaching qualifications.

An initiative led by Head of Football Education Services at UEFA, Frank K. Ludolph in October 2019, represents the most recent effort to amend the UEFA Coaching Convention in support of non-UEFA coaches seeking recognition of their respective confederation’s pro licence by UEFA.

Among other recommendations, the initiative suggested that for recognition of non-UEFA coaching qualifications to be considered, the coach would need to have at least five years’ experience coaching a team of the club or the national team of a FIFA member association at the relevant training level and the relevant coaching qualification which meets UEFA’s minimum criteria.

“The procedure determines whether these competences are ‘recognised’. This means coaches will need to compile supporting documents for the procedure, go through the assessment and convince the assessors (expert panel) that they possess the required competences,” Ludolph stated in his letter address to the Jira Panel.

“If the assessment is successful, the coach will receive an official UEFA Recognition of Competence certificate, not a UEFA diploma/licence. This certificate will be valid for three years and will be renewed if the coach in question completes 15 hours of further education with a UEFA member association in that time, in accordance with the further education requirements applicable to UEFA licence holders. Recognitions of competence will remain transferable between UEFA member associations that are parties to the UEFA Coaching Convention.”

Postecoglou and many Australian coaches – including Bristol City’s Tanya Oxtoby and the recently announced Juventus coach Joe Montemurro – befit the aforementioned recommendations, however change has been a slow and laborious process with little eventuating from these recommendations.

Tanya Oxtoby Bristol City

The challenging circumstances that Australian coaches have found themselves in overseas have been well-documented, but it is often out of a sheer desire to make the step up that leaves coaches trapped in complicated and indefinite contracts.

Speaking at a Football Coaches Australia (FCA) webinar last year were international lawyers Josep Vandellos and Susanah Ng and Australian lawyer Peter Paleogolos. Their inclusion in the webinar was essential in shedding light on the at times vague and difficult contract situations faced by coaches overseas.

FCA CEO Glenn Warry, who facilitated the webinar, said that the following key issues emanated from the experts’ presentations that focused on how a coach’s role can be defined within their coaching contract overseas according to their qualifications.

“Ensure your role as coach and other appointments such as football director and head of football are clearly defined in the contract,” he said.

“Only football coaches and clubs will have the standing to stay in proceedings before the FIFA legal bodies. Therefore, it is crucial that the designation of a ‘coach’ is included on the Contract (and that the job scope at the very least refers to some coaching duties) if the coach is to be appointed in a dual role.

“The object of contract represents the work that the coach engages to render in favour of the club. It is important to make sure the job for which the coach is recruited is accurately defined as: Head Coach, Assistant Coach or Goalkeeper Coach.”

The struggles experienced by Australian and Asian coaches in attempting to progress their career are inherently stifled by guidelines that appear to act as a preventative, rather than as a method to ‘upskill’ coaches who would no doubt be capable of matching it against the very best if given the role. Warry elaborated further by stating: “Australian coaches who wish to coach in Europe should carefully plan their professional development and coach education pathway. For Australian players who play in Europe, or coaches with dual nationality, the UEFA Coach Accreditation pathway may be more appropriate.

Montemurro Coaching

The appointment of Postecoglou and Montemurro to the Celtic and Juventus roles respectively is pivotal for not just the recognition of Australian coaches, but coaching professionals right across the AFC. And, dependant on the success that comes Montemurro’s and Postecoglou’s way, it may be the instigator of change that the region is crying out for.

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Why Australia is unlikely to host a Men’s World Cup in the near future

In December of last year, Saudi Arabia was officially announced as the host nation for the 2034 FIFA World Cup.

This makes them the fourth country from the Asian Football Confederation (AFC) to host the tournament—following Japan and South Korea in 2002, and more recently, Qatar in 2022.

What stood out about Saudi Arabia’s selection, though, was the lack of competition—they ended up being the only country to submit a formal bid.

Australia, a fellow AFC member nation had initially expressed interest in hosting the 2034 World Cup, but with Saudi Arabia heavily investing in their bid and momentum clearly shifting in their favor, Australia chose to step back.

Instead, they redirected their focus toward hosting the 2026 AFC Women’s Asian Cup—an event they were awarded in 2024—and the 2029 Club World Cup.

This isn’t the first time Australia has tried to bring the World Cup Down Under. Back in 2010, they launched a bid to host the 2022 tournament.

However, it ended in disappointment—they received just one vote in the first round, while Qatar controversially secured hosting rights under what many described as “suspicious circumstances.”

Now, 15 years after that failed bid, and with Saudi Arabia next in line to host, it seems increasingly unlikely that Australia will get a World Cup anytime soon. And there are several reasons why that might be the case.

Cost Factor

One of the major reasons Australia may not host a men’s FIFA World Cup in the near future is due to the enormous cost involved in staging the tournament.

According to Statista, Qatar spent a staggering $220 billion USD ($342 billion AUD) to host the 2022 World Cup, making it the most expensive edition in the tournament’s history.

This was largely due to Qatar needing to build much of the necessary infrastructure from scratch.

Even so, previous World Cups have still come with hefty price tags.

Russia spent around $11.6 billion USD ($18 billion AUD) to host the 2018 tournament, while Brazil’s 2014 World Cup cost about $15 billion USD ($23 billion AUD).

In fact, the last men’s World Cup to cost under $1 billion USD ($1.56 billion AUD) was the 1994 tournament held in the United States.

In contrast, the 2023 FIFA Women’s World Cup—co-hosted by Australia and New Zealand—had a far more modest price tag.

According to FIFA’s bid evaluation report, the tournament was expected to cost around $150 million AUD, with just over $100 million AUD contributed by governments.

Not only does the Women’s World Cup cost significantly less to host, but many of the stadiums and infrastructure acceptable for the women’s tournament would fall short of FIFA’s stricter requirements for the men’s event.

To meet those higher standards, Australia would need to make substantial upgrades, adding further to the cost.

Beyond the economic risks, there’s also a broader question of national priorities.

Australia may ultimately decide that the billions required to secure and host a men’s World Cup could be better invested elsewhere—into areas that deliver more lasting and equitable benefits for the population.

For example, upgrading the nation’s public health system, affordable housing initiatives, education infrastructure, and climate resilience projects are all pressing needs that demand long-term funding and attention.

Investments in regional transport networks, Indigenous community support, and renewable energy development could arguably provide a stronger return on investment in terms of social and economic outcomes.

Given these competing priorities and the immense cost of hosting, Australia may find that the pursuit of a men’s FIFA World Cup is a luxury it simply can’t justify—at least not in the foreseeable future.

Rival Interest

Rival nations within the AFC (Asian Football Confederation) would play a major role in limiting Australia’s chances of hosting a Men’s FIFA World Cup.

The FIFA World Cup is the biggest sporting event in the world, and the competition to host it is incredibly fierce.

Countries go to great lengths to secure hosting rights, especially within the AFC, where Arab nations in particular have been extremely proactive.

One major factor is the concept of sportswashing—the practice of using sports to improve a country’s global image, often as a way to divert attention from human rights issues or political controversies.

This has become especially common in the Middle East over the past decade.

Between early 2021 and mid-2023, Saudi Arabia alone reportedly spent $6.3 billion on sportswashing efforts, including around 300 sponsorship deals.

Their investments span across numerous sports: boxing, motorsport, snooker, golf, ATP tennis, cricket, and even the America’s Cup sailing regatta.

However, football has been their biggest focus.

In recent years, Saudi Arabia’s top-tier football league—the Saudi Pro League (SPL)—has emerged as Asia’s most high-profile domestic competition.

This rise in prominence has largely been driven by the league signing world-famous players to extremely lucrative contracts.

The most notable example is Cristiano Ronaldo, arguably the most recognisable athlete on the planet, who joined Al Nassr on a deal reported to be worth around $207 million USD (approximately $322 million AUD) per season.

But Saudi influence in football isn’t limited to their domestic league. They’ve also hosted major international club competitions.

For instance, five of the last six editions of the Supercopa de España—a tournament featuring the top Spanish clubs—have been held in Riyadh, Saudi Arabia’s capital.

Now it’s not just the World Cup, looking at the AFC Asian Cup, the premier men’s international football tournament in Asia, three of the last four editions were hosted by Arab nations.

Qatar alone hosted it twice during that period and Saudi Arabia is also set to host the 2027 edition.

So, Australia faces stiff competition within the AFC for the rights to host a World Cup—particularly from wealthy and politically influential Arab nations that have a proven track record of securing major football events.

The last FIFA World Cup (2022) was held in Qatar, and the next AFC host is Saudi Arabia and based on the current pattern, it wouldn’t be surprising if another Arab nation—such as the UAE—secured the next opportunity after that.

Location

One major factor that could affect Australia’s chances of hosting a men’s FIFA World Cup is its geographical location.

Because Australia is so far from Europe and the Americas—where most of the global football audience is—many matches would air at inconvenient times in those regions, potentially lowering TV viewership.

This issue was already evident during the 2023 FIFA Women’s World Cup, which was co-hosted by Australia and New Zealand.

According to FIFA, the final between Spain and England reached 222.02 million viewers.

That’s a noticeable drop compared to the 2019 final in France, where the USA faced the Netherlands and drew 263.62 million viewers.

A decline like this in viewership could make FIFA and its broadcasting partners think twice about holding a men’s World Cup in Australia.

Speaking of broadcasting, broadcast rights are another concern with time zone differences potentially reducing the value of international broadcast deals, since matches wouldn’t air during prime hours in key markets.

In fact, ahead of the 2023 Women’s World Cup, FIFA reportedly missed its target for selling broadcast rights by about $100 million USD ( $155 million AUD), according to the Wall Street Journal.

FIFA had hoped to bring in $300 million USD ($466 million AUD), but only managed around $200 million USD ($310 million AUD).

It even reached a point where FIFA president Gianni Infantino warned of a possible TV blackout across Europe unless broadcasters increased their offers.

All of this shows how Australia’s remote location could seriously impact global viewership and broadcasting revenue, making it a tougher sell as a host for a future men’s World Cup.

Conclusion

So, in light of these financial, geopolitical, and logistical challenges, it’s clear that the odds of Australia hosting a FIFA World Cup remain firmly stacked against them—making another failed bid not just possible, but increasingly probable.

Given the significant financial demands, complex geopolitical dynamics, and substantial logistical hurdles involved, it becomes increasingly evident that Australia faces an uphill battle in its pursuit of hosting a FIFA World Cup.

These compounding challenges not only diminish the likelihood of a successful bid in the near future, but also raise the probability that any renewed attempt could end in yet another disappointment.

AFC SAFF sign major MoU for Saudi football growth

AFC SAFF

The Asian Football Confederation (AFC) has signed a Memorandum of Understanding (MoU) with the Saudi Arabian Football Federation (SAFF) to continue to develop and strengthen the football network in the country.

To sign the MoU, AFC General Secretary Datuk Seri Windsor John and SAFF General Secretary Ibrahim Alkassim marked the deal at the Ritz-Carlton Jeddah Hotel before the AFC Champions League Elite™ Finals Jeddah 2025.

The MoU highlighted several programmes designed to enhance the Kingdom of Saudi Arabia’s football infrastructure, operational procedure and employees before the nation hosts the AFC Asian Cup Saudi Arabia 2027™.

In particular, the MoU seeks to establish a new framework which focuses on education and research via the AFC Academic Centre of Excellence (ACE) to upskill participants’ ability to manage and operate footballing institutions.

AFC General Secretary Datuk Seri Windsor John outlined the AFC’s dedication to assisting Member Associations.

“The AFC is committed to uplifting its Member Associations and collaborations like this Memorandum of Understanding are one of the various ways that we can foster development of the game,” he said in a press release.
“We look forward to working closely with our friends at the Saudi Arabian Football Federation to raise the levels of football excellence even higher, through our highly acclaimed ACE programmes that have already benefitted hundreds of graduates.”
SAFF General Secretary Ibrahim Alkassim highlighted the value of signing the MoU with the AFC.
“The Saudi Arabian Football Federation is proud to partner with the AFC in this important initiative to further enhance the capabilities of our football community,” he said via press release.
“Through the ACE programmes and the spirit of collaboration enshrined in this Memorandum of Understanding, we are confident that our staff, stakeholders, and partners will gain valuable knowledge and expertise to drive Saudi football to even greater heights.
“We look forward to a successful journey together as we prepare to host the AFC Asian Cup Saudi Arabia 2027™ and beyond.”
In addition to the AFC ACE, the AFC will collaborate with the SAFF Institute of Research to investigate football in Asia and undergo a project to digitise relevant Asian national team and club competition materials.

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