Indigenous Football Week highlights the impacts of John Moriarty Football

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John Moriarty Football
Images provided by Moriarty Foundation

Indigenous Football Week (IFW) 2023 was celebrated October 30 to November 5, recognising the impacts of Indigenous football program John Moriarty Football (JMF).

Putting into consideration that it is Australia’s longest-running and most successful Indigenous Football initiative for 2-18-year-olds, JMF perseveres with its mission to create a beacon of light for social change as well as providing a pathway for Indigenous footballers and communities.

Overseeing JMF is an expert advisory council, Indigenous Football Australia (IFA), which was established to increase social change through football, expand the operations of JMF and ensure equal access to football for grassroots and elite Indigenous players.

Speaking with Soccerscene, JMF Program Director Jamie Morriss and JMF Scholarships Coordinator  & IFA Council member Allira Toby discussed the overall impact of assisting Indigenous peoples and their communities around the country.

What was the process involved in organising the Indigenous Football Australia Council?

Jamie Morriss: We looked at bringing in expertise across a range of different areas, including previous Socceroos and Matildas, and also sport more broadly as well as academia and media. The council has majority Indigenous membership and is gender equal. Its goal is to strategically guide John Moriarty Football. The IFA Council meets once a quarter to discuss where the strategy and direction of the program is going.

Having lots of great experience along with great individuals on that council provides expertise and thinking to help us unlock doors and continue to drive the program forward.

What is the procedure for kids to be involved in the Scholarship?

Allira Toby: A lot is involved in the scholarships. We have a criteria that identifies kids in the communities that have the potential to go far professionally in football. A key component of this is the individual Scholarship Holders, with the support of their family, making a commitment to attend school.

A JMF Scholarship starts at the grassroots level in our community hubs. We provide football training and development, mentoring, help with their studies, providing football equipment and club fees, and even travel to tournaments. As their talent and skills develop, they may then qualify for a Sydney Scholarship during their high school years. In Sydney they will attend a top sports high school, receive extensive football training and development, wrap-around pastoral care, mentoring, tutoring, placement with a football club, and much more.

How many kids have gone far in becoming a professional footballer?

Allira Toby: We have one individual so far playing professional football. Marra woman Shadeene (Shay) Evans is the inaugural JMF Scholarship Holder. She has played for the young Matildas and is currently playing for the Central Coast Mariners in the A-Leagues.

We also have a number of talented Sydney Scholarship Holders who are well on their way to playing professionally and are already playing in high level tournaments and competitions.

What is the vision for JMF?

Jamie Morriss: To grow it across Australia. Ideally we would have a hub operating in each of the states – currently we are in three states, but we would like to offer the program nationwide, with the view of having more staff on the ground to run the grassroots program so we can impact as many kids and communities as possible.

Are there any fees involved for this program?

Jamie Morriss: Not for us – we offer the program free of charge to all the communities that we are delivering to.

We have some contributions from schools and partners that we are delivering to so they help with our fundraising efforts. For the scholarship players that we support in Sydney, we cover their registration fees, boots, shinpads, additional training sessions and we support their travel to and from community so they can go home for the school holidays.

John Moriarty and Shadene Evans in 2018

The sister program of JMF, Indi Kindi, is an innovative early years education initiative for birth to five year olds, delivered by locally employed Aboriginal staff.

The Indi Kindi program includes Indi Footi which activates young brains through movement and develops basic football and motor skills, balance and coordination in a fun and non-competitive environment.

Having been recognised across the A-Leagues, JMF will continue to have an everlasting impact.

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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.

Elevating Aintree Football and grassroots sports

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Image credit: Football Victoria

Football Victoria has acknowledged Melton City Council for the official opening of the $15.3 million Aintree North Recreation Reserve — a pivotal investment in community sport and active recreation that will serve the area’s growing demand for football and broader sporting participation.

In April, City of Melton Mayor Cr Steve Abboushi and State Member for Kororoit Luba Grigorovitch MP officially unveiled the reserve, which is positioned to play a central role as a district-level facility in Melbourne’s west and will accommodate a range of local sports groups, including football clubs.

City of Melton Mayor Cr Steve Abboushi described the reserve as a transformative development for the local community.

“Spaces like these make it easier for people of all ages and abilities to take part in regular exercise, social connection and outdoor activity,” he said via press release.

“I’d like to thank the Victorian Government and Woodlea for their contributions to this fantastic project.”

The state-of-the-art reserve features premium soccer pitches, an inclusive play area, a youth-focused skate park, a jogging track with a fitness trail, an off-leash dog park, public restrooms, a network of shared pathways, and a contemporary community sports pavilion.

The project was supported by a $11.9 million investment from Melton City Council, alongside a $2 million contribution from the Victorian Government’s Growing Suburbs Fund and an additional $1.46 million from developer Woodlea.

Josephine La Pila, Football Victoria’s Club Development Program Manager, expressed support for the reserve’s opening and commended the commitment to enhancing community football facilities.

“This precinct is a fantastic example of local government, developers and state partners working together to support grassroots football,” she said via press release.

“The facilities at Aintree will open new doors for clubs, players and families – especially in such a fast-growing area. We’re excited to see the positive impact it will have on participation, development and community connection.”

Football Victoria is excited to maintain its partnership with the City of Melton and local clubs, working together to establish the new reserve as a flourishing centre for football and community sports.

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