Australia’s Footballing Future Is On the Line Tonight, So Don’t Miss It
The Matilda’s date with destiny, not Canada is just hours away
It’s a big day in the Australian Sporting Landscape. Whether you watch football. Whether you watch sport. Whether you care about women’s sports at all.
Less than 12 months ago, our men’s football team did the unthinkable. Defying all odds, pundits, and likely internal expectations, they worked their magic to the Men’s FIFA World Cup Knock-Out Stages. Sure they didn’t win the tournament. But their unlikely success led to a football fever pitch. Popularity in Australian football viewership surged. And Football Australia licked their chops.
They simply couldn't believe their luck. Because in less than 12 months' time, the women would get their chance to strut their stuff too. A team with loftier expectations, a superstar, and a very real chance at winning the tournament. To carry on the footballing momentum. And they were doing it at home.
The Australian Sporting Landscape
Men Vs Women’s Football
I’m not going to go too deep into the politics of women’s sports — let alone football here. I’m not looking to create any drama or controversy. And if I’m being completely honest, I haven’t watched enough women’s sport to make a fully informed statement. But truth be told, as great as the Women’s FIFA World Cup is, it’s still got ways to go to reach the level of the Men’s Competition.
Sure, there are great players. Great football. And solid interest in the sport. But the game has long lagged behind the men’s product.
Athlete sponsorships are less common and less lucrative. Wage differences are immense. And overall viewership is dramatically lower. This has long prevented the competition from attracting high-quality players — enticing the best junior talent away from other sports through sufficient funding of development pathways. Especially in a sports-mad country like Australia.
But the landscape is changing…
A Whole New World
Women’s football has grown significantly over the past 3 years. Chelsea and Matilda’s superstar Sam Kerr featuring on the cover of FIFA 23. Reigning World Cup Champions, the US Women’s National Team (USWNT) reaching a landmark 2022 agreement ensuring equal pay to their US Men’s National Team (USMNT) counterparts. And record attendance in the recent 2022–23 edition of the top female league — the Women’s Super League (WSL). Interest and investment in the sport are at an all-time high.
That brings us to the present.
Australia co-hosting the Women’s FIFA World Cup with Female and Aussie Football popularity at an all-time high. Oh yeh. They also boast one of the best players in the world.
What could possibly go wrong? Turns out a lot.
The Women’s FIFA World Cup 2023
Whilst the World Cup has been absolutely superb, Football Australia will (at least for the very moment), be pretty disappointed.
Our Matilda’s have been very average throughout the tournament, winning in unconvincing fashion on Match Day 1 before a shocking 2–3 loss to Nigeria. This puts us on the cusp of an unthinkable Group Stage exit. A prospect that doesn’t appear all that unthinkable anymore.
With reigning Olympic Champions Canada and World #7 Canada to come (in comparison, Australia ranks 10th — the highest non-Euro/American team), and a win necessary to ensure progression to the Knock-Out Stage, the Matilda’s must rise to their lofty heights.
Not just because a loss will ensure an embarrassing end to a once-in-a-lifetime tournament on home soil. But because their stranglehold on Australia’s female sporting market could be on the line.
Australia’s Female Sporting Market
Truth be told, The Matilda’s likely exit spells concern for the future of women’s football in the country.
It’s no secret that the Women’s Sporting Landscape is changing at a break-neck pace.
With football’s main Winter Sports rivals, the AFLW and NRLW establishing strongholds in their traditional heartlands and continuing to expand, boasting newly formed 18 and 10-team competitions respectively, we’re at a crucial junction.
Whilst a red-hot Matilda’s side, fresh off pre-tournament victories against England and France would have had FA salivating, the tables have quickly turned.
An early exit would have FA officials concerned. Concerned they’re losing their grip on the female sporting market. Anxious rival codes could catch up. And worried about what is to come.
It’s not to say that a bad tournament would ruin participation levels in the sport. But you wouldn’t want to test that. And at the end of the day, team success is one of, if not the biggest factor concerning viewership and interest levels in sports.
Now more than ever, Football Australia must ensure that they have the appropriate systems in place to continue to attract and maintain high-level talent in football. Although that’s key whether Australia plays well or not.
The Date With Destiny
For those reasons, it should come as no surprise that tonight’s 6 PM (AWST) do-or-die encounter with Canada could be the most important game in Australian Sporting History. A loss would leave FA reeling, wondering what could’ve been, but a win and an inspired Australia could yet spark a deep World Cup run, ensuring women’s football secures the funding and popularity necessary to continue to attract the top young athletes in the country and establish itself as the most popular sport in Australia’s Female Sporting Landscape.
Because whilst I love AFL. And whilst the NRL’s State of Origin is something special. There’s nothing like cheering for your country. And there’s nothing that brings the country together quite like a Matilda’s or Socceroo’s goal.
It’s a good time to be a young Aussie athlete.
So what will it be?
