Ten years ago, the A-League Women (ALW) was on a promising trajectory, characterized by the addition of new teams, the signing of senior Matildas and top international players, and increasing media coverage. It was once considered a premier destination for women’s soccer worldwide. However, a recent report by the players’ union reveals that the ALW has stagnated, raising urgent concerns about its future.
The report highlights that the ALW is now the lowest-paid professional women’s competition in Australia, with an average league salary of just over $30,000. This financial strain has left 76% of players feeling financially insecure, with 62% needing to work outside of football during the 2024-25 season. The lack of financial support is also impacting players’ mental health, with 67% experiencing increased sport-related psychological distress.
Financial Struggles and Mental Health Impact
According to the report, the financial instability faced by players is exacerbating psychological issues, including disordered eating and alcohol abuse. Matildas veteran Tameka Yallop expressed the pressures players face, stating, “It’s a compilation of the stresses that we’ve been put under with the extension of home-and-away to being sort of full-time yet still part-time and having other jobs.”
Yallop emphasized the need for the league to recognize players as full-time professionals by providing appropriate wages and programs. The current lack of investment from owners and sponsors is causing A-League clubs to lose top players, particularly Matildas, to overseas leagues, while attracting international players from lower-tier competitions.
Player Drain and Youthful Shift
The report notes that the ALW is now the “least preferred” competition globally among its own players. This player drain has resulted in a youthful shift in the league, with players aged 21 and under accounting for 32% of all minutes played last season, up from 28% the previous year. The share of minutes played by teenagers has also increased from 15% to 18%, potentially affecting the competition’s quality, fan engagement, and commercial opportunities.
“The A-League Women has reached a tipping point,” said Professional Footballers Australia chief executive Beau Busch. “Without urgent investment and a plan to transition to full-time professionalism by next season, the league risks losing more talent, continuing the damaging cycle of part-time commitments on players and compromising its connection with fans.”
Calls for Independence and Investment
The chronic under-investment from the Australian Professional Leagues (APL), which owns and operates the women’s league, has sparked discussions about whether the ALW should separate from its governing body. Sixty-one percent of players believe that an independent body could better govern, commercialize, and run the competition, allowing it to capitalize on the growing investment in women’s football.
Adelaide United midfielder Dylan Holmes echoed this sentiment, stating, “There’s a very genuine belief through the players that this league has so much potential, and it has the potential to be one of the best leagues in the world, if not the best league in Asia.”
Opportunities for Growth
The report identifies significant opportunities for growth in women’s football, with the women’s transfer market expected to exceed $200 million by 2027. However, only 15% of ALW players are on multi-year contracts, limiting clubs’ ability to capture a greater share of the market, which could generate up to $10 million annually in transfer fees.
The increase in prize money for competitions like the AFC Women’s Champions League and the new FIFA Women’s Club World Cup, along with rising commercial sponsorships and broadcast deals for women’s leagues abroad, present additional revenue streams that the ALW could leverage to transition to full-time professionalism.
In the absence of a public strategy from the APL regarding the women’s league, the Professional Footballers Australia (PFA) plans to release its own vision for the competition in the coming weeks. This player-built strategy will focus on governance, fan engagement, a reformed football economy, and match-day infrastructure.
The future of the A-League Women hangs in the balance, with the potential for significant growth if strategic investments and structural changes are made. The coming weeks will be crucial as stakeholders consider the report’s findings and the PFA’s forthcoming proposals.
