A landmark report has declared the women's football in Australia stands at a critical 'Rubicon moment', with the full professionalisation of the A-League Women positioned as the non-negotiable cornerstone for future growth.
The document, titled 'Ready for Takeoff', was launched by the players' union, Professional Footballers Australia (PFA). It outlines a bold, player-constructed vision intended to serve as a springboard for investment, not a critique of past failures. The strategy arrives less than two months before Australia hosts the Women's Asian Cup, an event seen as a pivotal opportunity.
A Call for Bold Action, Inspired by History
Elise Kellond-Knight, the retired Matildas midfielder and PFA deputy chair, drew parallels with the team's historic 2015 strike action. That move catalysed a decade of investment, elevating the national side and helping secure the 2023 Women's World Cup. Kellond-Knight insists similarly "very bold action is needed" now to transform the domestic league.
"This outlines opportunity. It's not doom and gloom," Kellond-Knight stated. "The players have done the work to develop this strategy, and now it's about taking that next step together with the APL [Australian Professional Leagues] to grow the women's game."
Core Recommendations for a Professional League
The PFA's vision is uncompromising. It urges stakeholders to work backwards from an ideal, fully professional league, rather than incrementally from the current semi-professional model. Key recommendations include:
- Governance Reform: Reiterating calls for an independent commission to run the competitions, moving away from a men's football-focused decision-making process.
- Strategic Investment: The report estimates clubs need to invest an average of $1 million per season to achieve full professionalism. It argues this would pay for itself by accessing a larger share of the global transfer market, Asian and FIFA funds, and growing matchday revenue.
- Fan-Centric Infrastructure: An urgent shift to appropriately sized stadia with proper amenities, moving away from repurposed training grounds. This is paired with demands for a superior broadcast product with more cameras and analysis.
- Open Competition: The vision suggests that if current dual-club models cannot meet the standard, "the door should be opened for new entrants who can."
Capitalising on a Matildas-Activated Audience
The report identifies a disconnect between the league and its core potential fanbase, which has been energised by the Matildas' success. It warns that continued semi-professionalism will damage efforts to attract this new audience and repatriate the 'golden generation' of Matildas nearing retirement.
"A new Matildas-activated audience will not be attracted by a league that compromises on the conditions and standards for women athletes," the vision starkly declares. It advocates for a player-focused engagement model to tailor the supporter experience.
PFA chief executive Beau Busch expressed confidence in the business case, noting, "We believe it will require investment, but that investment will absolutely be rewarded, just as was the case in 2015 with the Matildas." The report positions the coming Asian Cup not as an endpoint, but as the launchpad for a truly professional era for Australian women's club football.
