APL release annual report highlighting growth across A-Leagues competitions

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APL Annual Report 2023
Image via APL Annual Report

The Australian Professional Leagues (APL) recently released its Annual Report for the last season of A-Leagues action, for 2022/23.

The period was marked by an increased interest in football across Australia and New Zealand due to the successful hosting of the Women’s World Cup in July, and a Men’s World Cup in late 2022, where the Socceroos performed above expectations.

The key takeaways from the APL’s report included:

  • Record number of eight A-League men players selected for the Socceroos squad for the 2022 World Cup
  • 100% of Matildas selected for the 2023 World Cup squad play or have played in the A-League Women competition
  • Aggregated attendances across both A-League Men and Women competitions were up by 46% from the previous season – with record attendances set in both competitions’ final series’
  • 31% year-on-year increase in aggregate minutes viewed of A-League Men matches go on 10 Bold, 10 play and Paramount+
  • 63% year-on-year increase in aggregate minutes viewed of A-League Women matches on 10 Bold, 10 Play and Paramount+
  • 57% increase in goals by U23 A-League Men’s players since 2019
  • 42% increase in contracted players in the A-League Women’s competition since 2018
  • 174% year-on-year increase in KEEPUP users
  • 368% year-on-year increase in social media video views of KEEPUP content

Outgoing APL Chair Paul Lederer elaborated on the achievements of the Australian national teams, 43 of 46 of whom were developed in the A-League Men and the A-League Women competitions.

“The impressive contribution of A-Leagues players to our national teams is not an accident. It is the direct result of investments over many years by our clubs with a vision of a thriving league where fans can watch fast-paced and exciting football,” Lederer said on the release of the annual report.

“This year has seen us begin to awaken the global football economy to the strength of the A-Leagues. Our annual transfer fee records were broken in a single transfer window thanks to the international interest in academy products such as Sammy Silvera, Jordan Bos, Anthony Pavlešić and Marco Tilio.

“It is vital that we continue to support our players’ journeys overseas, and equally vital that we are a destination of choice for local and international players alike.

“Next season, we will add new clubs in both Australia and in New Zealand, with further expansion planned in the following year, creating more opportunities for players, more competitiveness, and more compelling drama for our fans.”

APL CEO Danny Townsend stated that the APL has set in motion an ambitious new strategy in the past two years to help realise a vision – to establish football as the most entertaining and popular sport across Australasia.

“At its heart, APL’s strategy had the intent of inspiring the next-generation of A-Leagues superstars to fulfil their potential,” Townsend said via media release.

“On the eve of a new season, and with unprecedented numbers of young players making their mark in our leagues, there is much for the A-Leagues to be proud of and excited by.

“The FIFA Women’s World Cup has delivered football in our region an enormous opportunity. We all must now take responsibility for leveraging the momentum created by the excitement of the tournament. We want to make sure the almost two million fans who attended World Cup games, or the many millions more who were enthralled by the event’s broadcast, look to the A-Leagues as their way of continuing to feel the excitement provided by top-quality football.

“Last season saw the highly successful debut of Western United’s team in the Liberty A-League as part of APL’s expansion strategy across the A-Leagues. This coming season will see the Central Coast Mariners women enter the Liberty A-League providing even further opportunities for talented young girls across Australia and New Zealand.

“The growth of APL’s content business, KEEPUP, has continued at pace over the past year. As a demonstration of the maturing of KEEPUP, it was one of the leading publishers of digital content during the FIFA Women’s World Cup despite not being an official rights-holder.”

Townsend also paid tribute to Lederer, APL’s inaugural Chair in the release of the report.

“Paul has been at the helm through the time of the global pandemic, and during our subsequent extraordinary growth. Quite simply, we could not have done this without Paul’s leadership over the past two and a half years,” he added.

APL recently announced the appointment of former Federal Government Minister, the Hon Stephen Conroy, as its first ever Independent Chair. Lederer will also still remain a member of the APL Board.

The A-League Women competition kicks off on October 14, with the A-League Men start on October 20.

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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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