Soccer Mindset Academy: A fix for football’s mental health concerns?

As the world deals with the current COVID-19 crisis, the mental wellbeing of people across the globe continues to emerge as a major concern.

Footballing communities around the world are looking at various initiatives to address mental health issues in a difficult time.

In a recent example, Football Victoria CEO Peter Filopoulos detailed his organisation’s plan to tackle possible mental health degradation during this period, through a targeted online campaign for Victorian football participants.

In football, for a long time, mental health has been under-resourced for the majority of players, especially those at a grassroots level.

CEO of Soccer Mindset Academy Yal Bekar, believes his product is a cost-effective resource that can change that perception.

“I got the idea of creating a product that focussed entirely on mindset when I came to the realisation that it was absolutely key to a player’s performance and resilience. And yet most had never even considered their mental wellbeing, let alone been educated on it. I also saw the inequality in terms of paid resources for players,” Bekar told fcbusiness.

“There was then, and still is, a huge gap in what parents, clubs and coaches offer players in the form of mindset tools. We set about to address that four years ago, and now it feels like our time has truly come to shine a light and offer a really accessible way to make a difference in these young players’ lives.”

The academy has developed their own curriculum and tools in consultation with leading experts in a number of fields.

Dr Matt Pain, a sports psychologist in elite sport for over 15 years, including a stint of 10 years managing the English FA’s psychology research, was involved in the process of content development in the product. As was Andy Barton, a leading performance coach in the UK.

In company with the academy’s focus on implementing positive tools for the mental resilience of players, it is their intent to influence change at a junior grassroots level.

In 2019, the Soccer Mindset Academy became sponsors of the Jason Roberts Foundation, a charity created by a former professional footballer which offered participation and playing opportunities to young people who had little chance of accessing coaching.

They donated a specifically created mindset platform to the foundation, whilst also providing 200 players with access to online mindset training.

That same year, in an effort to raise awareness of the importance of mindset for young female players, the organisation sponsored SheKicks magazine and their coverage of the FIFA Women’s World Cup in France.

Yal Bekar thinks a lot more can still be done in regards to showcasing the significance of mental wellbeing in football.

“We are stepping up our efforts to reach players globally by creating a reasonably priced Soccer Mindset Challenge specifically to highlight and educate young players on the importance of mental wellbeing at this challenging time,” he said.

The new Soccer Mindset Challenge is set to launch in May of this year, in the same timeframe as Mental Health Awareness Month.

The aim of the challenge is to increase young players’ awareness of different mindset tools that can be accessed while social distancing during the COVID-19 restrictions.

In a time period where certain players may feel uncomfortable due to the lack of a normal school routine, the company’s app has daily workouts that can be completed at home.

These workouts encourage positive mindset habits and mental wellbeing, whilst also providing structured and educational pieces using different types of football video, audio and practical exercises.

These activities also benefits coaches, clubs and parents at a time when usual activities are unable to occur, improving young players in alternative ways.

How young players respond during this pandemic will have an impact on the way they are in the future.

It is crucial for clubs, parents and relevant stakeholders to provide them with positive tools and techniques to help them out of this period without scheduled competitive football.

While Soccer Mindset Academy may not be the ultimate fix, it provides a template that can be used and adapted for a generation of young players who are trying to deal with the current situation around the world.

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GIS Masterclass: Fan Engagement and Marketing with Terry Lynam and Karen Grega

The Global Institute of Sport recently hosted a masterclass on Fan Engagement and Marketing, bringing together two industry leaders to tackle the field’s most pressing issues.

The Global Institute of Sport (GIS), which offers a Master’s in Sports Business and Sports Analytics through the University of Newcastle, regularly holds masterclasses with industry leaders as part of its curriculum.

The latest focused on fan engagement and marketing, covering two key themes: the growing tension between live sport and online streaming, and the role of data in shaping the fan experience.

The panelists 

Terry Lynam recently concluded her role as General Manager of Fan Experience and Events at Football Australia, overseeing the AFC Women’s Asian Cup on home soil.

Karen Grega is an experienced sports management consultant with a multi-code background. She currently represents Football Coaches Australia (FCA) and Heartbeat of Football, and has previously worked with Sydney Cricket Ground, Venues NSW and Sydney FC.

Live Sport and social media.

Terry Lynam opened with a pointed statement — one she acknowledged would be controversial. She argued that the sense of community unique to live sport is being eroded by social media and ‘snippet’ consumption.

Central to her concern is how marketing teams are failing to segment their audiences, treating casual online viewers the same as matchday fans.

“If they aren’t spending money on the sport we shouldn’t count them as spectators to the same level as match going fans.”

“What we want to consider as marketeers is how much we want to give away and how much we want our live sport element to remain,” Lynam said.

Grega echoed the sentiment, arguing fan engagement ultimately comes down to human connection. “It’s not rocket science.”

She suggested the industry revisit the concept of sport as a family outing to recapture that communal experience.

Data Driving Decisions

Both panelists highlighted data and analytics as central to modern fan engagement.

Grega recalled the introduction of computerised turnstiles as a turning point, enabling teams to track crowd movements and optimise staffing and entry times.

She also noted the continued value of fan surveys in informing marketing decisions.

Lynam pointed to ticketing technology as a significant data frontier.

Modern platforms like Ticketmaster’s ticket-transfer system now provide detailed customer insights.

“It allows us to have a better understanding of who’s getting the ticket and how they transport themselves there or when they arrive,”

“We can personalise their journey and sell content to them,” Lynam commented. 

The discussion also touched on data sourced from social media and on-field player tracking, as well as interactive stadium technology gaining traction in the US.

This included holographic assistants and player headset interactions that bring a broadcast-style experience to live events.

Activations That Educate

Activations rounded out the masterclass, with Lynam detailing how she created a fan zone on a modest budget for the Women’s Asian Cup.

The activation featured charitable partnerships focused on women’s health, including Heartbeat of Football, Endometriosis Australia and Share the Dignity.

“I’m very hopeful that that type of idea gets pushed through on other sporting events,” Lynam said.

Grega elaborated on the Heartbeat of Football activation, highlighting how a competitive element built around CPR and heart health kept fans engaged while also educating them.

“The whole health hub ticked all the boxes — it was immersive, it was interactive, it was there for all ages, both sexes.”

“That sort of blueprint is one that should be replicated as much as possible,” Explained Karen Grega

The masterclass offered students and industry professionals a valuable window into contemporary sports marketing.

As the competition for fan attention intensifies, the blend of live experience, smart data use, and purposeful activations can help define the next chapters of fan engagement.

More Than One in Five Football Australia Staff to Lose Jobs Amid Growing Financial Losses

Australian football finds itself in a curious position.

From the outside, the game appears to be riding a wave of momentum. Attendances, visibility and public interest have all experienced significant uplift in recent years, while major international tournaments and growing discussion around football’s future continue to place the sport firmly within the national conversation.

Yet behind that momentum, Football Australia is now confronting a far more challenging internal reality.

 

A compounding deficit

Chief Executive Martin Kugeler has reportedly indicated the governing body’s projected financial losses for 2025 are expected to exceed the organisation’s reported $8.5 million deficit from the previous year. Accompanying the financial outlook are substantial organisational changes, with reporting from Tracey Holmes indicating more than one in five Football Australia employees are expected to lose their positions through restructuring measures.

The figures represent more than a difficult balance sheet. They point toward a significant period of recalibration inside the organisation responsible for overseeing the sport nationally.

 

Losing the wisdom of existing staff members

For governing bodies, restructures are often framed as strategic necessities for future sustainability. However, workforce changes on this scale also raise broader questions around the challenges of such a transition.

People are often the carriers of knowledge, relationships and long-term strategic understanding. When organisations undergo significant structural change, the effects can extend beyond immediate financial outcomes.

 

Contradicting timing

The timing is what makes the developments particularly notable.

Football in Australia has spent recent years discussing expansion, growth and long-term opportunity. The conversation surrounding the game has increasingly centred on future potential. Often headlining stronger pathways, larger audiences, infrastructure development and greater visibility.

Against that backdrop, news of deep financial losses and substantial staffing reductions creates a different conversation: one focused not on where the game wants to go, but on what may be required to sustain that journey. Therefore, this announcement points toward stagnancy, rather than growth.

Further detail surrounding Football Australia’s strategy and long-term direction will likely emerge over coming months. For now, the developments serve as a reminder that growth stories are rarely straightforward.

Often, the periods that appear strongest from the outside can also be the moments organisations face their most significant internal tests.

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