Matildas and Socceroos drive Football Australia to 48% increase in revenue

The performances of the Socceroos and Matildas at their respective FIFA World Cups has seen governing body Football Australia report revenue of $113.3 million for the financial year ending 30th June, a year-over-year rise of 48%.

Almost $20 million in prizemoney from the Socceroos’ performance, and a large increase in sponsorship and merchandise sales, delivered the total, which compares with $76.5 million the previous year.

However, Football Australia’s net surplus was $671,000 compared with a surplus of $3.6 million for the previous year.

While broadcast revenue down fell 26% to $11.4 million, the Socceroos’ run to the round of 16 at the 2022 FIFA World Cup, securing $19.4 million in prize money, as well as new sponsorship.

Notable deals for Football Australia over the past year included a tie-up with Subway, which saw the fast food chain land naming rights to the men’s national team in a three-year pact reportedly worth almost $12 million.

Merchandising revenue also leapt from $1.1 million to $3.2 million.

The largest amount of revenue Football Australia has ever generated before the split of the domestic A-Leagues from the national governing body was $132 million in the 2018 financial year.

Football Australia’s latest financial results do not factor in the 2023 FIFA Women’s World Cup, which took place in July and August and saw co-hosts Australia reach the semi-finals.

The Matildas’ prize money from the event was $6.3 million.

However, Football Australia Chief Executive James Johnson told the Australian Financial Review that the sale of Matildas merchandise in the first of the new financial year is already worth more than last year’s $3.2 million total.

The ratio of Matildas merchandise sales to Socceroos is currently two to one.

Johnson is confident that sponsorship will continue to rise in the 2024 financial year, with Football Australia to also recognise Women’s World Cup prize money and the tournament’s ticket sales in those final results.

The results mean Football Australia has made as much money as it typically did when it received revenue from the national competition, the A-Leagues. The most amount of money Football Australia ever generated before the split of the A-Leagues from the governing body was $132 million - in the 2017/18 financial year

Johnson said those figures would continue to grow thanks to the Matildas’ historic FIFA Women’s World Cup campaign and the rising popularity of the sport, noting “when we had the A-Leagues, the majority of our revenues at Football Australia was coming through them. We’ve effectively replaced the revenue that the A-Leagues was bringing in.

Johnson said the growth was proof that the investment in the national football teams on and off the pitch was working. In FY23, Football Australia spent $21.5 million on the Socceroos and $11.6 million on the Matildas. It invested a total of $49.5 million in its national teams, including the ParaMatildas, Pararoos and juniors.

He noted “the rationale from a business standpoint behind those investments is that if you’re building the brand off the pitch, we will see an increase in broadcast sponsorship, match day revenue and merchandise.

“If we invest in the teams on the pitch, then they would perform … which means we get more prizemoney.”

Under a newly signed collective bargaining agreement, the Socceroos and Matildas will receive 50% of the prizemoney won at FIFA competitions and a portion of revenue generated from sponsorship, broadcast rights, match day revenue and merchandise.

Johnson said discussions with potential broadcast partners about a new commercial deal, which will run from 2025 to 2028, was ongoing and “very competitive”.

It will offer access to the FIFA Women’s World Cup, the AFC Asian Men’s Cup in 2026, and AFC Asian Women’s Cup in 2027, in addition to qualifiers and friendly matches for the Socceroos and Matildas. Football Australia is expecting a deal to be complete by early next year.

Images: Sam Kerr shoots during the FIFA Women's World Cup 2023 semi-final between the Matildas and England (top, credit: Damian Briggs) and Football Australia Chief Executive James Johnson (below).