John Tsatsimas – Leading the Charge at Football New South Wales

John Tsatsimas

John Tsatsimas, Chief Executive Officer of Football New South Wales, experienced the joys of football at an early age when he was exposed to NSW State League competition by his father.

The memories of the first national competition (NSL) launched in 1977 on the Australian sporting landscape are still transfixed in his mind.

His first official post was as General Counsel at Newcastle Jets before he assumed the role of CEO at the club from 2007-2011.

Perhaps his finest hour was as CEO of Western Sydney Wanderers when the club won the Asian Cup in 2014 under the astute guidance of senior coach, Tony Popovic.

Significantly, he also presided over the establishment of major infrastructure innovations at the Wanderers base in Rooty Hill between 2012-2022, including the creation of multiple football fields and amenities which are the envy of most sports in Australia.

Match action in the 2024 Football NSW Men’s Waratah Cup Final between Rockdale Illiden and APIA Leichhardt at Jubilee Stadium (Photos: Damian Briggs/FNSW)

However, it wasn’t all smooth sailing for the experienced administrator at the Wanderers as he witnessed the changing of the coaching guard five times and the failure of the club to make finals football in the last four seasons , prior to his departure in May, 2022.

Nevertheless, John Tsatsimas is a resilient football administrator and since his appointment as CEO at FNSW in November 2022, he has applied all his skills in guiding the organisation on a steady course of stability.

In this interview with Roger Sleeman, John Tsatsimas discusses all things football.

ROGER SLEEMAN

You’ve held CEO positions at Newcastle Jets, Western Sydney Wanderers and Football N.S.W.

Do you think the game is making sufficient progress?

JOHN TSATSIMAS

The game has evolved over the last twenty years and we’ve seen a lot of changes at a professional level.

It has grown exponentially in playing numbers in this period but there are always challenges re-emerging in different ways.

Also, the presence of a multitude of sports played in the country which compete for funding is a major challenge to the amateur and professional game

R.S.

Football has enjoyed large participation rates since the mid 1960’s.

How can this be translated into support at senior level?

J.T.

That’s the million dollar question as the game has historically been a  gateway for young people to play sport ,and trying to retain their support is the biggest issue in the face of increasing demand for infrastructure and the large choice of activities available to them.

Therefore, we need to provide better coaching, improved training facilities and more effective  engagement with an emphasis on providing pathways for players to compete at the highest level and increasing their appetite to follow senior football.

R.S.

NPL Men’s and Women’s football competitions are poorly attended.

In contrast, three weeks ago, Canterbury v Canberra in the NRL drew a crowd of 18,000 at Belmore Oval, while Sydney Olympic are lucky to get attendances of 500 at that ground.

What is  FNSW doing to address this situation?

J.T.

Rugby League has been entrenched since 1908 on the Eastern seaboard but they have very small playing numbers compared to football.

Also, we have competitions where matches are played at the same time due to the large fixture schedule.

People who attend NRL in the main don’t play the game as opposed to our constituents who either coach, play , are spectators or are involved  with transport assistance or fulfil volunteer roles.

Consequently, our sport has large numbers of people who are involved at grass roots while senior football is being played which reduces the spectator pool significantly.

John Tsatsimas handing out the awards at the Gala event

R.S.

Are you satisfied with the level of promotion for NPL football, in view of the very high standard of football produced this season?

J.T.

Certainly, the standard this year has been very high and we must give full credit to coaches and players.

However, it’s not the A-League and in the winter months the presence of the established senior codes, NRL and AFL and the blanket media coverage they receive, is more than challenging.

We are continually looking at ways to improve spectator numbers but there has also been a record number of viewers watching YouTube television this year so the interest in the competition is definitely there.

Also, people can watch up to six games through this medium which proves we are accessing the target markets.

R.S.

Match times for the NPL Men’s competition range from 3 p.m. to 7.30 p.m.

Why can’t we go back to the traditional 3 p.m kick off times for all first team games?

J.T.

The women’s programs are mainly played on Sunday and with the exploding growth of their game, it does create great pressure on facility availability.

Ideally, 3 p.m. kick offs as in former times would be welcome but ultimately the NPL clubs can make their own decisions about playing schedules without direction from FNSW.

R.S.

What is FNSW doing to reduce playing fees for elite football and other amateur participants?

J.T.

It’s a long standing issue but other sports have large broadcasting assistance and obviously a smaller cost base to subsidise their amateur players.

Amateur football clubs aren’t running a business and the costs are infinite, e.g. coaching, field hire council lighting, football gear and insurance.

If we had a silver bullet to change the situation, there would be reform where funding was provided from top down to support amateur football.

However, if we have players who haven’t the means to play at elite level we will attempt to assist them, just as amateur clubs will do if necessary.

R.S.

What is your opinion of the proposed National Second Tier?

J.T.

It’s been long talked about but we’re focusing on our competition.

We certainly won’t stand in the way of any club which has the aspiration to play in a higher level of competition.

As long as our existing clubs are fully invested in NPL football at the present time, we aren’t making any judgement on their desire to participate in the National Second Tier.

Critically, if there is going to be a successful NST, there really has to be representation from all states and a framework for promotion and relegation.

The problem is, the current model for the APL stipulates there won’t be any promotion and relegation until 2034.

Match action in the NPLNSW Women’s Grand Final between Bulls Academy FC and Macarthur Rams at Valentine Sports Park (Photos: Damian Briggs/Speedmedia)

R.S.

After your extensive involvement in the A-league, what is your opinion of its current standing?

J.T.

Challenging times, but I’d like to thing those in charge would give it direction and provide aspiration for junior players to progress through the ranks of NPL to A-League, to Matilda and Socceroo status and then seek out opportunities overseas which will boost the strength of the Socceroos and Matildas.

This can’t be achieved without a functional and successful APL which needs support from everybody in the game.

R.S.

How can we get more former players involved in the game?

J.T.

It’s often a case of creating positions but not every former player wants to stay in the game after their playing career has finished.

It’s a work in progress which has to be considered carefully because former players can definitely add so much to many areas of the game.

R.S.

Can the F.A. show better leadership?

J.T.

Those at the helm of the F.A. join the organisation with the best of intentions and similarly the APL.

However, the sport needs to move away from the pockets of success and grow the game on a consistent basis.

This is the greatest challenge for the governing body and after the success of the Women’s World Cup, the announcement by the Federal government of $200 million funding for women’s sport, with only a small portion allocated  to women’s football, was unexplainable.

These are the issues which require serious attention and strong leadership.

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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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