Do the Matildas need a female coach?

With the recent decision by former Matildas coach Ante Milicic to move into the head coaching role at A-League club Macarthur Bulls, the national team is now in need of a new mentor.

The 46-year-old Milicic did a commendable job with a group of women fast becoming Australia’s national team of choice. The 2019 World Cup in France did not quite bring the football glory for which the nation had hoped, with the women entering the event as a top ten ranked team, seemingly destined to navigate the group stage and compete in the knockout phase.

A Round of 16 loss to Norway torpedoed the Matildas from the competition when the dreaded penalty shootout denied them an opportunity to advance. Since, Milicic has continued in his role and after two warm up friendlies against Chile, led the team in a successful Olympic Qualifying campaign.

In truth, he had done little wrong and had he chosen to stay in the job, the likelihood is that he would have been afforded that opportunity. However, it appears the Sydney born ex-Socceroo had his eyes fixed on the top job in Sydney’s southwest and the chance to test his skills in the A-League.

That decision has opened up discussion around who his successor should be. Rumours circle that former USWNT coach Jill Ellis is high on the FFA hit list, others claim the popular Ross Aloisi is the clear favourite, whilst some believe Ante Juric or Arsenal coach Joe Montemurro would be ideal.

In recent weeks, it has been noted that Ellis appears to be a front runner for the position yet the only woman on the short list.

Internationally proven names such as Sarina Weigman and Carolina Morace have been thrown forward as female candidates for a position that many feel should be filled by a woman. There is a firm belief that the time is nigh and that the potential symbolism of such a move would be a powerful statement.

Personally, I would like to seek the best person selected for the attractive task of taking the Matildas to the Tokyo Olympics and forwards toward the 2023 Women’s World Cup on home shores, whichever sex they may be.

Getting the right professional fit will be vital for a team competing in the most speedily advancing women’s code on the planet, with the quality and depth seemingly improving at an exponential rate. Appointing a new coach for any reason other than them being the best suited to the role and a with proven record of being able to extract the absolute best from the players at his or her’s disposal would be folly.

Whilst I believe that the above is indeed a measured and logical argument, there is also a line of thinking that sees significant women in the Australian game determined to ensure that the role is indeed filled by a female; a view that is reportedly at odds with the sentiments of many players within the Matildas squad.

The last time a Matildas team was coached by a woman, things ended in disaster; perhaps informing the current players’ preference not to demand a female appointment and their contentment with the men who have led them in recent years, Milicic and former coach Alen Stajcic.

Certainly there is no suggestion that the appointment of a female coach would result in the same outcomes as 2014, however some players appear fearful of a ‘token’ female appointment; one based on a belief that a woman’s team should have a woman coach and not only on the quality of the candidate.

Personally, I would love to see the Matildas led by a woman, in the same way I would like to see the Socceroos led by a woman should she be the best person for the job.

Former Matilda Shelley Youman has been a strong advocate for a female coach of the national squad. In an interview with Australian website Women in Football contributor Janakan Seemampillai, Youman suggested the modern group of Matilda’s should “grow up” and accept the idea of a female coach.

She doubled down by stating that the importance of appointing a woman to the role was so paramount at this stage of the women’s game in Australia that “If we can’t find a woman, look harder.”

Many would bemoan such an appointment as one designed to suit an emotional and utopian aspiration for the Matildas. The alternative view presented by women previously or currently involved in the domestic game, would instead cite the lack of belief in and failure to identify and develop female coaches in the past.

Those holding that view believe in investing in a highly credentialed woman for the role now, rather than potentially recirculating another male from within the FFA system.

As the Matildas embark on a busy three years of important football, the appointment could well make or break their chances. Firstly, of a successful Olympic campaign and also the development of a squad capable of seriously competing for the 2023 Women’s World Cup.

The powers at be will need to determine;

a) Whether it is indeed time for a woman to take the reins of the Matildas.

b) The identity of the woman capable of doing so.

Should the answer to a) be no and/or the right candidate not found, the coach will, once again, most likely be male. That decision would infuriate the proud female pioneers of Australia’s football past, yet also be one with which the Matildas appear to have little problem.

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The Man Who Built a Women’s Football Program from Nothing is now an Award-Winning Gender Equity Leader

Eight years ago, Spring Hills Football Club did not have a girls’ team. Today it has one of the most recognised women’s programs in Melbourne’s west, a senior NPLW side, and a head coach who has just been named Gender Equity Leader of the Year at the Melton City Council Volunteer Achievement Awards.

Tom Markovski, Spring Hills’ NPLW Head Coach, received the award at a ceremony coinciding with National Volunteer Week, recognised for his community leadership, promotion of gender equality and commitment to advancing the status of women and people of all genders in sport. The recognition comes from outside the football community entirely, awarded by a local council celebrating volunteers across every sector of civic life in one of Melbourne’s fastest-growing regions.

Building from scratch

When Markovski arrived at Spring Hills, women’s football at the club did not exist. His first act was to champion the establishment of the club’s first all-girls team, a process that required persuading a club culture built around men’s football that the investment was worth making.

Women’s football in community clubs has historically struggled to access the same facilities, scheduling priority, coaching resources and institutional support as the men’s game. Clubs have been slow to invest in programs whose return is less immediately visible than a senior men’s premiership, and in a growing outer-suburban community like Melton, where volunteer capacity is finite and demand across every program is high, the case for building something new always has to compete with the urgency of maintaining what already exists.

Markovski made the case anyway, and kept making it across eight years of coaching senior and junior NPL teams while simultaneously building the structural foundations of a women’s program designed to outlast any individual’s involvement. The club’s first all-girls team became multiple junior girls teams. Those junior teams created the pipeline for a senior women’s side. The senior women’s side created visible pathways for younger players to see where the game could take them within their own club.

The outcome is a program that Spring Hills now holds up as central to its identity rather than supplementary to it. The club has become a leader in female participation in Melbourne’s west, and recently made history within the NPLW Victoria structure by fielding junior teams coached entirely by female coaches, a milestone that reflects the depth of the program Markovski helped build.

What the Award Recognises

The Melton City Council’s decision to name Markovski its Gender Equity Leader of the Year places his work in a frame that extends beyond football. Melton is one of the fastest-growing local government areas in Australia, a diverse and rapidly expanding community where the institutions that bring people together, like schools, councils, sporting clubs, carry an outsized responsibility for social cohesion.

Mayor Cr. Lara Carli, speaking at the awards ceremony, reflected on the role volunteers play in communities like Melton’s. “Volunteering creates friendships, strengthens communities and builds a sense of belonging,” she said. “It helps people feel connected, supported and valued, and those things are more important than ever in a growing and diverse community like ours.”

For the girls now playing football at Spring Hills who were not playing anywhere eight years ago, Markovski’s contribution is not abstract. It is the specific and concrete fact of having somewhere to play, someone to coach them, and a pathway that leads somewhere.

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.

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