Fowler and Paulsen win 2024 PFA Young Footballer Awards

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Image credit: PFA website

Professional Footballers Australia (PFA) have confirmed Matildas star Mary Fowler and New Zealand goalkeeper Alex Paulsen have been named the 2024 Austraffic PFA Young Footballers of the Year, as voted by their peers.

The pair were recognised by PFA members as standout performers from a competitive shortlist that included Kyra Cooney-Cross, Charlotte Grant, Kaitlyn Torpey, Nestory Irankunda, Jordan Bos, and Alessandro Circati.

This marks Fowler’s second time winning the award, while Paulsen becomes the third New Zealand international to claim the honour, following Marco Rojas and Liberato Cacace.

The award recognises the performances of players in the A-Leagues and Australian players abroad between June 2023 and June 2024, for those under 23 at the time.

Austraffic PFA Young Women’s Footballer of the Year: Mary Fowler

Fowler had an impressive season in the English Women’s Super League, scoring four goals and providing six assists as she helped Manchester City to a second-place finish, just behind champions Chelsea on goal difference.

Internationally, the 21-year-old shone for the Matildas, playing in six of their seven matches at the 2023 FIFA Women’s World Cup and playing a key role in the lead-up to the 2024 Paris Olympics, where she scored four goals in five Olympic qualifying matches.

Having previously won the award in 2022, Fowler joins Alex Chidiac (2017, 2018) and Ellie Carpenter (2020, 2021) as a two-time winner of the PFA Young Women’s Footballer of the Year.

Mary Fowler spoke on the award win and how much it means for her to be recognised by the PFA.

“It means a lot to me,” Fowler said.

“I think it’s one of the best awards I can receive because getting something from the players I play alongside, and play against, it means a lot to me to see that they think I’m doing well and give me that kind of recognition. I just feel super grateful for that.”

Austraffic PFA Young Men’s Footballer of the Year (PFA Harry Kewell Medal): Alex Paulsen

Alex Paulsen has been awarded the prestigious PFA Harry Kewell Medal following an impressive breakout season with Wellington Phoenix in the A-League Men.

The 22-year-old cemented his position as Wellington’s first-choice goalkeeper during the 2023-24 pre-season and went on to play a key role in helping Giancarlo Italiano’s team secure a spot in the finals with a series of outstanding performances between the posts.

Paulsen’s stellar form earned him multiple accolades, including A-League Men’s Goalkeeper of the Year and the Fan Player of the Year award. He also shared the A-League Men’s Young Footballer of the Year title with Nestory Irankunda.

His impact throughout the season saw him selected for the 2023-24 PFA A-League Men Team of the Season, where he was named captain after receiving the highest number of votes from his peers.

Alex Paulsen spoke highly on his award win.

“I’m proud to receive such a prestigious award,” Paulsen said.

“Only two Kiwis have won this award (previously) so to be up in that bracket is amazing and I’m really proud of receiving such an accolade.

“It means more to be voted by my peers and my teammates. I feel very honoured to receive this award. Twelve months ago, I wasn’t really – with regards to Wellington Phoenix – in the picture to be considered the No.1, and to be given an opportunity by ‘Chiefy’ (Italiano) to be involved with the Wellington Phoenix and to be the No.1 was fantastic.”

At the conclusion of the terrific 2023/24 campaign, Paulsen signed with English Premier League club Bournemouth but returned to the A-League Men on loan to join new expansion team Auckland FC, the city where he was born and raised.

Paulsen becomes the third New Zealand player to win the Young Men’s Footballer of the Year, following Marco Rojas (2013) and Liberato Cacace (2020). He is also the third goalkeeper to receive the honour, joining Socceroos Mat Ryan (2012, 2014, 2015) and Mitch Langerak (2010).

Austraffic have been the sponsor for the PFA’s Footballer of the Year Awards since 2009 and the traffic engineering and information technology specialists have been in business since 1983 undertaking thousands of traffic, transport and pedestrian studies in all states and territories of Australia and New Zealand.

The PFA will confirm the 2024 Austraffic Men’s and Women’s Footballers of the Year next week.

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Chelsea FC Women Renews Partnership with Škoda UK

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Image Credit: Chelsea FC website

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.

Next CEO of Football Australia steps into the hot seat

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Whoever the new Football Australia CEO is. They will face tough challenges.
Image Credit: Pxhere

Last Thursday James Johnson announced his resignation as CEO of Football Australia (FA) after five and a half years at the helm.

James Johnson over his tenure has presented over much activity in Australian football.

He’s overseen Australia’s co-hosting the 2023 FIFA Women’s World Cup with New Zealand.

This event produced a record influx of girls and women to all levels of the game and highlighted that the current footballing system didn’t have the capabilities to sustain this increase.

He was partied to the A-Leagues break from the FA into the Australian Professional Leagues (APL) in 2020 in the midst of the COVID-19 crisis.

Only recently he was instrumental in the FA’s creation of the National Second Division (NSD) to develop the footballing pyramid.

Many of these initiatives had and continue to have a significant impact.

Yet the complexity and work for these undertakings continue.

Though who is going to be the successor?

Heather Garriock, ex Matilda, has been confirmed as Interim CEO.

She has had experience in this type of role serving as CEO of Australian Taekwondo and as a director on the FA Board since 2021.

Garriock currently serves on the Asian Football Confederation’s Technical Committee and is an exciting fit.

Other than Garriock’s appointment, very little has been spoken on the position.

State Federation CEOs such as Football NSW’s John Tsatsimas and Football Queensland’s Robert Cavallucci are well regarded in the industry.

Would taking them away from their state positions a wise plan or are they even keen to take this huge role anyway?

Maybe from outside the footballing space a CEO of business experience could be valuable.

That being said, caution of people with little ‘football knowledge’ should not be taken lightly.

Football fans know all too well the divisiveness of CEO’s who don’t understand the complexities of the game can be.

What challenges are ahead?

For whoever claims the top spot, they and the FA already face some important hurdles.

First and foremost, they will have to preside over the upcoming start of the NSD in October this year.

A huge occasion in the story of Australian Football and a competition that many clubs, fans and communities are banking on to be a success.

If successful, not only will it bring back into the limelight storied clubs, who’s history have woven the rich tapestry of Australian football, but it’ll open the pathway to a new and improved Australian footballing pyramid, giving clubs the following and support they need to grow and develop.

Things such as funding opportunities, more mainstream media audiences and the chance to stamp their mark into the footballing nucleus.

Though with great expectation comes more chance for disappointment.

The current system for the NSD can be argued to be sufficient, but like all great shifts in football it needs to grow, to expand and importantly to deliver on its goal of a more streamline pyramid.

This push will face funding and support challenges and the NSD, the clubs and the FA will struggle if this new chapter is stagnant.

Which brings us to the next challenge.

The A-League and APL

The A-league is producing an amazing new generation of players for Australia, with increased viewership, fan presence and transfer revenue from home grown talent its producing a record season.

However, under the surface the A-League has struggled since its break from the FA into the APL.

The funding and its recent overhaul paint a bleak picture for the clubs.

On top of this the prospect of future relegation would worry any figures of the clubs, from investors to the club’s lifeblood’s, the academies and fanbases.

Whoever takes up the new role must walk the uncomfortable tight rope of supporting the extensive and growing football scene while not ignoring our highest professional level.

The Women’s Game

The 2026 Women’s Asian Cup is just around the corner, providing an exciting opportunity to further elevate Australia’s women’s football journey and continue its impressive momentum.

On-field and tournament success are only the tip of the iceberg as the continuation of the game’s development is critical.

The positives of this progression far out way the negatives but the FA and its incoming CEO must make smart and well-constructed plans to keep the progress going.

Funding

James Johnson and the FA recently hatched together a plan for $3 Billion worth of Funding from the Government.

Funding through Government sporting grants is the backbone of football, especially the grassroots system, the highest participated sport community in Australia.

Before leaving James Johnson, the FA and the extensive member federations presented their Securing Footballing Future initiative before the 2025 Federal Election decided our new government.

This document 23 major points, spanning all levels of the game outlines where and how this funding should be allocated over 10 years.

Securing Footballing Future is bold and focuses on key aspects that have been present issues for football.

The new CEO should make sure that this initiative is a crucial deal to ratify with the government to stabilise funding for years to come.

The federal governments $200 million “Play Our Way” grants program in 2023 was created in the euphoria of the Women’s World Cup.

Though not centrally football focused and far smaller amount of funding, it’s proof that government funding can be acquired and allocated.

As the Sydney Morning Herald reported this week, the FA will record $8.3 million loss at the next general meeting on May 23, funding will become a fundamental issue.

Now more than ever the FA is calling for Garriock and its next potential CEO to be ambitious, show strong leadership and be open to taking calculated risks.

It’s a monumental task ahead, but for the passionate and invested football fans around Australia, they know that optimism for the future while simultaneously being grounded in the present is part of the beautiful game.

As the saying goes, ‘one game at a time’.

Whoever is appointed as Football Australia CEO, whether Garriock or another candidate, should seize the opportunity and lead with purpose.

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