The report, titled Ready for Takeoff, argues that women’s football in Australia is standing at a critical crossroads. With the AFC Women’s Asian Cup approaching and global interest in the women’s game surging, players believe the next two years represent a once-in-a-generation opportunity that cannot be wasted.

A call for full-time professionalism

At the heart of the PFA’s vision is a shift to full-time professional contracts across the A-League Women.

Players argue that the current semi-professional structure is holding the league back. Many athletes are forced to balance elite football with outside employment, limiting recovery, preparation, fan engagement, and overall performance. The report highlights the toll this model takes on mental wellbeing, player development, and the league’s ability to market itself effectively.

According to the PFA, moving to a full-time model would send a clear message that the A-League Women is an elite competition that genuinely values women athletes.

Fan engagement and visibility challenges

Despite the success of the Matildas on the global stage, the A-League Women has struggled to convert national interest into sustained domestic support. Attendance numbers have declined in recent seasons, and research shows the league has the smallest proportion of highly engaged fans compared to other Australian women’s competitions.

Players believe this gap is driven by limited promotion, inconsistent broadcast quality, and a matchday experience that does not always cater to families or casual fans. The report calls for stronger storytelling, improved digital content, and better use of players as ambassadors to connect with audiences.

Enhancing broadcast coverage with more cameras, deeper analysis, and stronger in-stadium atmosphere capture is also identified as a priority. The PFA believes these improvements would significantly lift the league’s profile and commercial appeal.

Matchday experience and infrastructure

Another major focus of the vision is infrastructure. The report argues that playing matches at training grounds undermines the league’s credibility and fan experience. Instead, clubs are encouraged to commit to a consistent, mid-sized home venue that meets minimum standards for capacity, comfort, accessibility, and amenities.

In the long term, the PFA supports investment in boutique stadiums designed to suit both women’s and men’s football. Improved facilities are seen as essential not only for fans, but also for player welfare, summer scheduling, and professional presentation.

The commercial case for change

While the proposed reforms require significant investment, the PFA outlines several revenue streams that could offset the costs. Improved fan engagement is expected to drive higher attendances, with projections suggesting millions of additional fans by the end of the decade under a renewed strategy.

The report also highlights transfer revenue as a major growth opportunity. Australia currently accounts for a very small share of the global women’s transfer market, despite consistently producing elite talent. A stronger domestic league could dramatically increase outbound transfer fees.

Additional upside exists through prize money from expanding Asian competitions, future FIFA women’s club tournaments, and increased club benefits linked to World Cup participation. Broadcast rights, sponsorships, merchandise, and licensing are also expected to grow in a more professional environment.

Central to this model is a revenue-sharing approach, designed to ensure all clubs contribute to and benefit from the league’s success, rather than relying on the investments of a few.

Response from the A-Leagues

The Australian Professional Leagues has responded by reaffirming its commitment to the growth of the women’s game. The organisation has pointed to recent progress, including season expansion, new clubs, commercial partnerships, and increased free-to-air exposure.

With a new chief executive now in place, the APL has indicated that a long-term strategy through to 2030 is under review, with the A-League Women positioned as a key pillar of future growth.

A defining moment for the league

Ready for Takeoff positions the A-League Women as one of the biggest untapped opportunities in Australian sport. Players believe the ingredients for success are already in place: public support for the Matildas, global momentum in women’s football, and growing commercial interest.

What remains, they argue, is the collective will to act. The report is framed as an invitation to clubs, administrators, broadcasters, sponsors, and governments to work together and ensure the league reaches its potential in the years ahead.

This article was created with the assistance of AI and has been reviewed and edited by our editorial team.