Football Australia unveil association with LEGO Group

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Football Australia

Football Australia has announced its partnership with the global toy brand the LEGO Group for a multi-year sponsorship aimed at assisting in building the future of women’s football.

With an ambition to build a more inclusive future for football at the heart of the partnership, the three-year deal will see LEGO Australia become the first official partner of Football Australia’s Legacy ’23 programs which look to inspire and develop the footballers of tomorrow.

With nearly two million participants nationwide across 2,400 community clubs, football is Australia’s most diverse and representative sport and through the bold and ambitious Legacy ’23 strategy, football plans to leave an everlasting legacy for the sport beyond the global tournament being hosted in 2023.

Football Australia CEO James Johnson warmly welcomed the addition of LEGO Australia into the football family as a partner with strong shared ambitions for empowering the next generation.

“Legacy ’23 is our opportunity to transform Australian football through impactful and long-lasting tangible benefits from our co-hosting the FIFA Women’s World Cup Australian and New Zealand 2023TM,” Johnson said in a statement.

“It is an opportunity that Football Australia has grasped with both hands, and we have achieved some significant milestones for the game to date.

“We know the power of play through football and the transformative opportunity it can provide for our participants and their families, and we are proud to have on board a partner like LEGO Australia who shares our values and vision.

“This exciting partnership with the iconic global LEGO brand alongside our iconic national teams and our Legacy ’23 plan presents an incredible opportunity for collaboration as we seek to inspire Australians.

“The next 12 months will be a true game-changer for our sport as we continue to bring our vision for legacy to life and make Australian football more inclusive and accessible. We are delighted to have LEGO join us for this journey.”

LEGO Australia will also become an Official Partner of the CommBank Matildas and Subway Socceroos with at-game branding, branded content campaigns and consumer promotions to feature over the course of the partnership.

The news also comes after LEGO was announced in the Laureus Sport for Good Index (released on November 7 2022), a global index which identifies those brands that, through collaboration, innovation and creativity are making a significant contribution across the 17 Sustainable Development Goals (SDGs) as laid out by the United Nations.

The first deal of its kind with a sporting organisation in the Asia-Pacific region, LEGO Australia is investing and collaborating with Football Australia to celebrate the power of her and how she plays.

LEGO Australia & New Zealand Vice President & General Manager, Troy Taylor added via press release:

“This exciting new collaboration with Football Australia forms part of our ambition to inspire positive change for future generations.

“We believe that the benefits of play, such as building confidence, creativity, and communication skills, are felt by all children, yet unfortunately, led by society, we still experience stereotypes in what activities including sports, children are encouraged to do, based on their gender.

“At the LEGO Group, we know we have a role to play, to champion inclusive play and help give children the confidence to succeed.”

Football Australia and LEGO Australia will officially launch their partnership this Saturday when the CommBank Matildas host Olympic silver medalists Sweden at AAMI Park at 2.45pm.

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Victory unites with Roasting Warehouse in culture-led partnership

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Image credit: Melbourne Victory

The Melbourne-based anf family-owned business will join the Victory family, uniting two institutions which represent the city’s culture and identity.

A partnership with local roots

As the newest partner of Melbourne Victory, Roasting Warehouse joins forces with a vital part of the city’s sporting landscape.

The club’s Managing Director, Caroline Carnegie, outlined why the partnership bears so much value to both parties.

“We are excited to collaborate with Roasting Warehouse, a community-oriented destination for high-quality coffee, proud of its foundations in Melbourne,” said Carnegie via official media release.

“Football and coffee sit at the epicentre of Melbourne’s culture. The two go hand-in-hand, consistently at the centre of the conversation that stirs Melburnians, which is no different to the conversation sport and Melbourne Victory stir in the State.”

Indeed, this is a partnership which combines the identity, passions and culture of an entire city, therefore giving it the foundations required for long-term, mutual success.

Representing the best of Melbourne

Both Victory and Roasting Warehouse are hugely successful in their respective industries. They are institutions with community-oriented philosphies, who pride themselves on craft and quality.

“We’re incredibly proud to partner with Melbourne Victory, a club that represents the heart, passion, and ambition of Melbourne,” revealed Roasting Warehouse Head of Brand, Alexander Paraskevopoulos.

“As a Melbourne-founded, family-run business, supporting a team that means so much to the local community feels very natural for us.”

Furthermore, through their high-quality blends, Roasting Warehouse will look to prepare Victory’s players and staff for high performances on the pitch as the seasons nears completion.

But this is about far more than just fueling athletes.

This is a partnership which embodies and unites two of Melbourne’s greatest strengths and cultural markers – a connection forged from the city’s very own DNA.

 

For more information about Roasting Warehouse, click here.

Football NSW supports Female Coaches CPD as Women’s Football Surges

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Image Credit: Shutterstock

Football NSW has used the platform of the AFC Women’s Asian Cup to deliver a targeted professional development workshop for female coaches, bringing together scholarship recipients for an evening of structured learning and direct engagement with elite women’s football.

Held at ACPE last month, the session was open to female coaches who received C or B Diploma scholarships through Football NSW in 2025. Coaching accreditation carries a financial cost that disproportionately affects women, who are less likely to have their development subsidised by clubs or associations operating in underfunded community football environments. Scholarship access changes that equation at the point where many women exit the pathway.

Facilitated by Football NSW Coach Development Coordinator Bronwyn Kiceec, the workshop focused on goal scoring trends from the tournament’s group stage, with coaches analysing attacking patterns and exploring how those insights could translate into their own environments. The group then attended the quarter-final between South Korea and Uzbekistan at Stadium Australia.

The structure of the evening mattered as much as its content. Female coaches in community football rarely have access to elite competition environments as a professional resource. The gap between the level at which most women coach and the level at which the game is analysed and discussed tends to reinforce itself. Placing scholarship recipients inside a major tournament, as participants rather than spectators, closes that gap in a way that a classroom session cannot.

Female coaches remain significantly underrepresented across all levels of the game in Australia. The pipeline that will change that depends not only on accreditation access but on the professional networks, peer relationships and exposure to elite environments that male coaches have historically taken for granted.

The workshop forms part of Football NSW’s ongoing commitment to developing female coaches through scholarships and structured learning opportunities.

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