The 2023 FIFA Women’s World Cup was undeniably a massive development for the growth of Australian football. Just one year prior, Football Australia’s Legacy ‘23 plan outlined an ambitious roadmap to capitalise on this momentum, aiming for transformative change across the entire sport. Now, 12 months after the tournament, the legacy is evident. Record-breaking viewership, surging participation rates, and a substantial economic boost underscore its success. However, while the overall picture is positive, diving deeper into the specifics of Legacy ‘23 will help us truly judge the tournament's success, evaluating whether or not the game has missed the mark in some areas and where improvement is needed. In this piece, we analyse the Legacy '23 plan’s five pillars - facilities, high performance, leadership and development, participation, and tourism and international engagement - as a framework for assessing progress.
Football Australia's Legacy '23 plan focuses on five pillars: Facilities, High Performance, Leadership & Development, Participation, and Tourism & International Engagement. (Image: Tiffany Williams/Football Australia)
Through analysis of these areas below, we will determine whether or not Australian football has seen the change we expected one year after hosting a Women’s World Cup. Has the increased interest in football translated into tangible improvements in grassroots facilities? Has the Matildas’ success been capitalised upon to develop a clear talent pipeline? Are women adequately represented in leadership positions within the sport?
While the World Cup undoubtedly united the nation's passion for football, its legacy's accurate measure lies in its long-term impact on the game. This article will examine the achievements and shortcomings of Legacy ‘23, exploring whether the potential of the Women’s World Cup impact has been fully met.
Pillar 1: Facilities
Inadequate football facilities have long been a stumbling block for the sport in Australia. The Women's World Cup catalysed change, with increased attention and investment in infrastructure improvements. While progress has been made, mainly through initiatives like the South Australian government's $18 million 'The Power of Her' grant program for female sporting facilities, significant challenges persist.
While over 90 community football projects have benefited from increased funding, the scale of the problem necessitates a more substantial and sustained effort. The disparity between the number of participants and the quality of available facilities remains a pressing concern. A lack of dedicated grounds, poor lighting, and inadequate female-friendly amenities hinder the sport's growth, particularly at a grassroots level.
Comparisons with other competing nations highlight the investment gap. The English Football Association's substantial funding allocation to women's football is a stark reminder of the resources required to develop world-class players. Recently departed Matildas coach Tony Gustavsson emphasised the importance of these factors during the tournament, comparing the English FA’s player development to Australia's, underscoring the need for increased funding and infrastructure.
“The investment they (English FA) have might be a little bit further ahead than us in investing in terms of the money and resources," he said ahead of Australia's Semi-Final against England.
“It says a lot about the resources and the money that they have and that I think is also contributing to the development of players because it means more full-time staff, it means better training facilities, more resources, more full-time players”.
While the Women's World Cup has accelerated the pace of facility improvements, significant investment is still required to create a footballing environment that can compete with leading global standards. The journey towards world-class facilities is far from over. However, this growth needs to be achieved more through government support rather than solely relying on Football Australia to bridge this gap.
Pillar 2: High Performance
The Matildas had a successful Women's World Cup, exceeding original expectations and capturing the hearts of Australians. This achievement was the cornerstone of the Legacy '23 plan, demonstrating the nation's capacity to compete at the highest level of women's football.
This success translated into increased commercial opportunities and a broader platform for the sport. When evaluating the success of this pillar, Football Australia has capitalised on this momentum by securing regular home matches for the Matildas, which has generated further interest, evident with consistent sell-out crowds.
However, while the national team flourished, the domestic women's league has encountered significant challenges in matching this level of success. Despite increased viewership and attendance figures, the gap between the A-League Women and top international leagues is arguably growing. While this inherently is an issue for the overall popularity of Australia’s domestic football leagues, the inability to offer full-time professional contracts to players has undoubtedly hindered the league's ability to attract and retain talent.
Sydney FC celebrate winning back-to-back A-League Women Championships earlier this year. (Image: Harley Appezzato)
To maximise the impact of the World Cup, the Australian Professional Leagues (APL) and Football Australia could work more closely to work towards the development of a world-class domestic competition. This requires substantial player salaries, infrastructure, and marketing investment to create a sustainable pathway for young Australian talent.
On an international level, while the Legacy '23 plan has been successful, the Matildas' Olympics campaign was ultimately lacklustre and disappointing, as they failed to qualify for the competition's knockout rounds. This campaign was a setback in the team's performance growth, ultimately leading to Gustavsson not being extended as head coach. While the Matildas' success in the World Cup still results in this pillar being a success, the Legacy '23 plan’s impact on the domestic game and recent international performances has been less pronounced.
Pillar 3: Leadership & Development
Football Australia has made significant strides in advancing gender equality and leadership development, evident through initiatives such as the Women in Football Leadership Program. This program, aimed at empowering women across the sport, has been beneficial in creating a more inclusive environment in leadership roles, which is vital for the game's long-term growth.
While progress has been made, it has not been without challenges. Women remain underrepresented in coaching, refereeing, and administrative positions. Achieving gender parity in these areas requires sustained effort and investment. However, Football Australia’s recent efforts have improved this area drastically.
Pay disparity in women's football is a global challenge that extends beyond Australia. While Football Australia and Professional Footballers Australia have made strides in closing the gender pay gap domestically, the discrepancy between earnings for male and female players at the international level remains a significant issue.
Despite these challenges, the Legacy '23 plan has laid a foundation for future progress in leadership and development. Continued investment in programs supporting women's advancement is essential in achieving sporting equality in Australian football and internationally.
Pillar 4: Participation
Participation rates in football experienced a significant uplift following the Women's World Cup, solidifying the sport's position as Australia's most played. Participation remains one of the key pillars of the Legacy '23 campaign, and it is Football Australia’s golden ticket for growing the footballing community and cultivating future talent.
Positively, per The Guardian, women’s registration numbers increased by 30% in New South Wales alone for the 2024 season, a great start in achieving the campaign's ambitious goal of reaching 50:50 gender participation by 2027.
The Legacy '23 plan outlines a goal of reaching 50:50 gender participation in football by 2027. (Image: Tiffany Williams/Football Australia)
While overall participation numbers are encouraging, the Legacy '23 campaign did not address the issue of rising registration fees. The prohibitive cost of junior football is still a significant barrier for many families, particularly those from lower socioeconomic backgrounds.
Despite the positive impact of the Women's World Cup, there has yet to be a discernible reduction in registration fees, raising concerns about football's future in maintaining interest in playing in elite junior systems.
While the Legacy '23 report details its ambition to be inclusive and accessible to all, to reach this goal, it must consider ways in which registration costs can be lowered to the levels of alternative sporting options such as cricket, rugby league, and AFL. By making the sport more affordable (particularly for elite pathways), Football Australia can protect existing participation levels and encourage new players to join the game.
With parents spending upwards of $3000 on elite player pathways, the sport is becoming increasingly out of financial reach for many. This barrier limits participation growth and risks driving potentially naturally talented players towards other sports with more affordable pathways.
To address this issue, Football Australia could collaborate with clubs and state associations to implement strategies that control costs and make football more accessible to all. Strategies could include capping registration fees, providing financial assistance to certain families, or reevaluating their funding models.
While the Women's World Cup boosted participation, as outlined in Legacy '23, when looking at the pillar as a whole, Football Australia may have missed an opportunity to mitigate rising registration fees. The lack of action in this area could come back to bite, with the financial burden, combined with the rising costs of living, being a potential hurdle in developing further talent.
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Pillar 5: Tourism & International Engagement
The Women's World Cup significantly enhanced Australia's international profile, showcasing it as a global leader in hosting major sporting events. The tournament's success will undoubtedly have positively positioned Australia as a strong contender for future international competitions, with the country already securing the rights to host the 2026 Women's Asian Cup and being one of the front-runners for hosting the 2029 Men’s Club World Cup.
While these achievements are commendable and ultimately a win for Legacy ‘23, there is still a long way to go. Australia's track record in securing other high-profile tournaments, such as the Men's World Cup, remains more of a pipe dream than a realistic prospect.
While this issue is primarily influenced by broader political obstacles and FIFA's decision-making, Australia must enhance its bid capabilities if it ever wants to host such events.
Nevertheless, the Women's World Cup has undeniably elevated Australia's standing in the world of sport and tourism, providing a better foundation for future opportunities.
Football Australia welcomes Australian Government funding support for the 2026 AFC Women's Asian Cup.(Image: Tiffany Williams/Football Australia)
The Rundown
The 2023 FIFA Women's World Cup was a watershed moment for Australian football. Its impact is undeniable: It drove significant growth in participation, generated substantial economic benefits, and elevated the sport's profile domestically and internationally.
Football Australia's Legacy '23 plan has been the outlined method for making the most of this momentum, with notable achievements, such as the Matildas' on-field success. However, challenges remain, including infrastructure deficiencies, attracting talent to the domestic A-League Women, and addressing issues of affordability and accessibility.
While this journey is only at the beginning, women's football has grown drastically compared to where it was a decade ago. Sustained investment, strategic planning, and a strong focus on player development are essential to building on this success.
Understandably, the true impact of the Legacy '23 campaign is challenging to quantify. While a few milestones have already been ticked off, the true success of the tournament will present itself in the years to come.
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