Securing Our Football Future: Football Australia’s $3 Billion Plea

In a landmark display of solidarity, Australia’s football governing bodies have united to submit a joint, ambitious proposal to the government ahead of the next federal election, claiming that this proposal is crucial to ensuring the game’s survival.

The sport’s new national agenda, outlined in Securing Our Football Future, calls for more than $3 billion in funding at all governmental levels to cover urgent facilities improvements, grassroots growth, elite development, and Australia’s global aspirations.

The message is clear: without urgent and significant investment, football runs the risk of losing a generation of players at a time when participation in the sport is rising at an unprecedented rate in Australia, especially among women and girls.

A Blueprint for Sustainable Growth

At the centre of Football Australia’s recommendations is the urgent need to bridge the “change room facilities gap”, a rolling 10-year federal program totalling $1.56 billion. Despite football being one of the country’s most played club sports, many community facilities are still outdated, inaccessible, and unsuitable for the increasing number of female players.

Over the next five to ten years, the agenda also requests $1.2 billion from state, territory, and municipal governments to repair vital infrastructure, like drainage and lighting systems, which have been highlighted as significant obstacles to increasing participation in a safe and inclusive manner.

Other key proposals include:

  • $50 million investment in a new national football headquarters to house both Football Australia and the Australian Professional Leagues
  • Funding support for three new state football headquarters and upgrades to five existing ones
  • Backing the redevelopment of Perry Park in Brisbane as a key football venue ahead of the 2032 Olympic Games
  • $1 million seed funding for the launch of the Australian Championship, the long-awaited National Second Tier
  • Strengthened support for sports diplomacy, international tournament bids, and social programs linked to football’s community impact
  • Updates to regulatory frameworks, including visa categories for players, urban planning laws, and stadium policing standards

Grassroots Strain: Participation Outpacing Facilities

Following the Matildas’ historic FIFA Women’s World Cup campaign, grassroots participation has skyrocketed across the nation. However, the infrastructure required to sustain this expansion has fallen dangerously behind.

More than 2,000 community facilities are required to be upgraded, according to a detailed national audit conducted by Football Australia and the state federations. Of these, 7,848 proposed projects were needed to satisfy “minimum standard” requirements.

Football NSW CEO, John Tsatsimas, emphasised the urgency in New South Wales, where football has the greatest participation rates of any sport.

“Football is the most popular sport in New South Wales, yet many facilities are outdated. Investment in modern fields, lighting, and female-friendly amenities is essential to support our growing football community. Government funding will ensure safe, inclusive spaces for all players, driving participation and talent development,” he said via Securing Our Football Future.

The challenge is even more acute in Victoria, a state that is experiencing rapid population expansion in suburban corridors.

Football Victoria Acting CEO, Dan Birrell, warned that without immediate investment, the sport risks losing young players.

“Children are being turned away due to a lack of suitable playing fields and facilities. Government investment in modern, accessible pitches and club infrastructure is essential to creating more opportunities for children, fostering community connections, and ensuring football remains inclusive and accessible for all,” he said via Securing Our Football Future.

Strengthening the Domestic and International Game

The Securing Our Football Future agenda goes beyond community football to focus on the game’s larger ecosystem, from strengthening Australia’s standing on the international football scene to expanding the A-League.

In order to assist the league’s expansion and stability, key professional clubs, including Macarthur FC, Melbourne City, Melbourne Victory, Western Sydney Wanderers, and Perth Glory, have all pushed for regulatory changes. These include reforms to high-performance funding, simplified visa categories for foreign athletes, and urban development plans to promote improved access to stadiums and training facilities.

APL, Executive Chair, the Hon. Stephen Conroy, highlighted the importance of building on the momentum of the A-Leagues in showcasing local and international talent.

“Football infrastructure, facilities and stadia are not keeping pace with the huge grassroots participation, and the growing pathways and professional game in Australia. It’s hoped this initiative will help unlock the investment the participation base and potential of the game deserves,” he said via Securing Our Football Future.

Meanwhile, the establishment of the Australian Championship — a brand-new National Second Tier league — is seen as a vital component that will provide a direct pathway between grassroots and professional football.

At the elite level, continued support for the Subway Socceroos and CommBank Matildas is still essential, as is deliberate funding for initiatives like Bridge to the World, which aim to give Australian players additional opportunities abroad.

A Critical Moment

Although several members of the football community applauded the federal government’s recent $200 million grants program called Play Our Way, leaders contend that, especially considering the size of the participation surge, it does not adequately address the urgent needs of grassroots infrastructure.

Football Australia CEO James Johnson emphasised that the sport’s rapid growth must be matched by urgent infrastructure investment.

“Our surge in participation has put football at a tipping point where our growth is outpacing our infrastructure. All levels of government need to act to address the facilities gap to give grassroots players an opportunity to participate and support our current and emerging talent to compete on the world stage,” he said via Securing Our Football Future.

The message from football’s unified leadership is straightforward: the sport’s current momentum, which is based on generational accomplishments, runs the risk of halting without immediate, significant investment.

Securing Our Football Future provides a road map for not just preserving the game but also fulfilling its full potential as Australia’s inclusive, diverse, and grassroots global sport.

The time to act is now.

To read through the full Securing Our Football Future 2025 policy proposals, click here.

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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.

Chelsea FC Women Renews Partnership with Škoda UK

Chelsea FC Women has revealed its renewal and expansion of its partnership with Škoda UK, naming the automotive brand as the club’s first-ever Official Back of Shirt Partner.

The renewed agreement will carry through the 2025/26 season and beyond, strengthening a collaboration that first took shape in January 2024. It underscores Škoda’s ongoing commitment to investing in women’s sport.

Under the new sponsorship deal, Škoda’s logo will appear prominently on the back of all Chelsea FC Women matchday kits, beginning with the closing fixtures of the 2024/25 season. The branding launch will align with Chelsea’s historic celebration of a sixth consecutive Barclays Women’s Super League title — a moment of major visibility for both the club and the brand.

Strategic Sponsorship in a Champion Setting

The timing of the extended agreement comes as Chelsea FC Women continues its commanding presence in English football — boasting eight league titles to date and eyeing a domestic treble. Škoda branding will also feature during the Adobe Women’s FA Cup Final at Wembley on 18 May, providing a high-profile platform for national exposure.

Commercial Director at Chelsea FC Women, Giulia Mazzia, highlighted the brand’s alignment with Chelsea FC Women and its broader values.

“To welcome Škoda as our first Official Back of Shirt Partner illustrates our ambition to innovate and integrate partners into our business model.

“Škoda helps us connect with fans locally and globally through both matchday presence and digital content,” she said via press release.

Beyond the Shirt: Mobility, Media and Matchday Moments

Škoda’s joint venture with Chelsea FC Women extends well beyond shirt branding, underscoring a shared commitment to innovation, performance and progress in women’s sport.

As part of the renewed deal, Chelsea Women’s players and staff — including the Women’s Academy — will be supported with vehicles from Škoda’s all-electric Enyaq range and the Kodiaq iV plug-in hybrid. This seamless integration into the team’s day-to-day operations reflects both the practical and symbolic strength of the partnership.

Škoda will also:

  • Continue as title sponsor of the “We Are Chelsea” podcast
  • Deliver exclusive digital content across Chelsea FC Women and Škoda UK channels
  • Drive a Škoda vehicle ahead of the team bus into Stamford Bridge on select matchdays — a symbolic “arrival” moment that adds visual impact and storytelling potential

Amplifying Brand Values Through Women’s Sport

Škoda has long supported women’s sport, particularly through its established ties to professional cycling — including the Tour de France Femmes and the Škoda Cycling Academy. Its growing investment in women’s football through Chelsea FC Women reflects a broader strategy centred on mobility, inclusion and elite performance.

Head of Marketing at Škoda UK, Kirsten Stagg, underscored the shared values at the heart of the collaboration.

“Chelsea Women exemplify many of the core values we hold at Škoda. It’s a privilege to partner with a team that shares our commitment to excellence and community,” she said via press release.

The brand has also welcomed five Chelsea players as official ambassadors, who will feature across digital content, grassroots and community programs, and Škoda’s internal brand initiatives.

Commercial Significance and Industry Context

Škoda’s continued investment in Chelsea FC Women reflects key trends in the evolving sports marketing landscape. With growing fan engagement, the rising value of sponsorship on women’s kits, and brands aligning with purpose-driven clubs, the partnership showcases the shift towards purpose-led collaborations.

Digital-first engagement through podcasts, player content, and matchday activations is central to long-term sponsorship success. Women’s football is quickly becoming a powerful platform for brand storytelling and global visibility.

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