Two-time Women’s World Cup winner Tony Gustavsson to lead Matildas

FFA has tonight announced Tony Gustavsson has been appointed as the 14th Head Coach of the Westfield Matildas.

The Swede has enjoyed a storied 21-year coaching career, including winning two FIFA Women’s World Cups as Assistant Coach of the United States Women’s National Team (USWNT).

Gustavsson was formally welcomed to the role on Australian soil on Tuesday, visiting Australia House in London.

“I am extremely proud and happy to have been appointed Head Coach of the Westfield Matildas. I feel that my 21 years of coaching experience has put me in the position to be ready for this,” Gustavsson said.

“I have always said that the Matildas have the potential to be one of the best teams in the world and that is one of the reasons that I wanted to get on board with this job. I have been in the pressure cooker a lot of times and in an environments that demand success. These experiences will be beneficial as we do this together with the fans, the stakeholders, the players, and the staff as a team.”

The 47 year old has also enjoyed success at club level, leading Swedish club Tyresö FF to the domestic title in 2012, runner’s up in 2013, and to the UEFA 2014 Women’s Champions League Final in 2014.

FFA Chairman Chris Nikou was thrilled to welcome Gustavsson to the role, which in addition to the World Cup in 2023 will involve leading the Matildas to two Olympic Campaigns and the 2022 AFC Women’s Asian Cup in India.

“We are delighted to have secured the services of Tony Gustavsson, who has been appointed following a robust and well-governed process, which was administered by a selection panel with strong football acumen and expertise in the women’s game and sport more broadly,” Nikou said.

FFA Chief Executive Officer James Johnson was also pleased to announce the appointment, saying that Gustavsson’s intimate knowledge of global football, experience at major tournaments, and strong history of success would be invaluable factors to lead the team forward.

“Tony arrives at the Westfield Matildas and FFA boasting a wealth of experiences in the international game and a strong track record of success,” Johnson said.

“Having worked closely with some of the best female footballers and coaches in the world and, through his time with the USWNT, he has developed an excellent understanding of what it takes to prepare for and perform in the intense, high-expectation environments of major international tournaments. We believe that in Tony, we have appointed a coach who will not only surpass the benchmarks and criteria we set as an organisation, but the standards that are expected by our players, football community and fans.”

“Throughout the process it was evident that Tony is eager to buy in to what we are working to build with the Westfield Matildas – an uniquely Australian team with a strong identity that is recognised as world class both on and off the pitch. We want to elevate our Westfield Matildas even further as a unifying symbol of the game to inspire all Australians, young and old. We believe that the combination of Tony’s persona and his experience make him the right person to help us do this. Importantly, Tony has also demonstrated a strong desire to positively influence the broader Australian football landscape by working closely with elite Australian coaches including Mel Andreatta, Rae Dower, and Leah Blayney to enhance their skillsets and help bring the next generation of female players through the development pathway over the crucial four year period ahead.”

 

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

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Image Credit: Football Victoria

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

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Image Credit: Global Institute of Sport

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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