A-League Players Want to Go Pro
A new Players’ Report shows almost unanimous desire to see the A-League made fully professional within two years.
A new report from Professional Footballers Australia (PFA) indicates that the majority of athletes want the women’s domestic league to be fully professional in the next two years.
The PFA’s 2023-24 A-League Women Report is the eighth annual review of Australia and New Zealand’s premier women’s football competition, and arrives ahead of the 2024-25 season, which kicks off next month.
The report outlines key challenges and opportunities for the league’s growth, offering four core recommendations based on player feedback, global football trends, and A- League Women developments. Those recommendations are:
1. Full-Time Professionalism by 2026-27:
Ninety-six per cent of (96%) of A-League Women players believe the competition should transition to full-time professionalism by the 2026-27 season. Currently, the league’s part-time nature hinders player welfare and limits the quality of competition. As women’s football evolves rapidly, especially in Europe and North America, the A- League Women must meet rising global standards to stay competitive.
A number of players who were club and fan favourites, have departed for more money and opportunities overseas this season, including Sydney FC champions Cortnee Vine and Jada Whyman, Canberra’s Emma Ilijovskj, and rising star Daniela Galic. Meanwhile, imports who have made their mark on the A-League in recent seasons have opted to now play in other countries’ leagues, such as Western United’s US striker Hannah Keane and countrywoman Cannon Clough, who have both joined the new American Division One Super League.
2. Leverage the 2026 AFC Women’s Asian Cup:
With the 2026 AFC Women’s Asian Cup set to be held in Australia, a coordinated professional relaunch of the A-League Women can capitalise on the tournament’s momentum, enhancing the league’s visibility and commercial potential.
HER WAY spoke to several stars of the A-League before the start of last season, and there was optimism that the league might benefit from the Matildas’ success at the 2023 World Cup. And while some records were set last season with many clubs reporting all time high membership numbers, crowd sizes, and images of fans clamouring for selfies and autographs with their favourite stars, there was still a lack of promotion and mainstream reporting on the league, and some clubs didn’t see the increase in interest and crowd numbers like others did.
3. Elevate Match Presentation:
The report calls for clubs to develop a strategy to professionalise the matchday experience. A consistent, high-quality match presentation will engage fans and reinforce the league’s ambitions.
Having attended games hosted by several clubs over the past two seasons, HER WAY has found there is definitely an inconsistency in the game day experience for fans across the league. The timing and weather for A-League women games is definitely a consideration in this, as rain, thunderstorms and extreme heat in the middle of summer days can hamper the efforts of pre-game activations to go ahead.
While there is an argument to be made that the game itself is the main attraction, other sports in recent times, notably the Sydney Swans AFLW team, has shown that targeted and effective activations before the game, good advanced promotion, and even transport to and from the ground, can elevate the game day experience.
4. Strengthen Club Environments:
The PFA’s Club Indices, which track club environments across the league, show continued improvement. Consistent elite-level football operations, training facilities, and club culture are essential for long-term success. The report urges all clubs to build on these gains to meet rising expectations.
In addition, the report contains unique insights into the league’s profile, with every match minute and player movement analysed for up to six seasons.
The cutting of jobs and expenses last year within the league has been a huge factor within the above areas, from coaching and staffing, to marketing and game day employees. Some clubs are not even in a position to send a media representative to away games, particularly for the women’s A-League, in order to facilitate player and coach interviews after games.
Commenting on the report, PFA Co-Chief Executive Kathryn Gill said:
“The global growth of women’s football presents both a challenge and an opportunity for the A-League Women. Our players recognise that the league must embrace full- time professionalism by 2026 to remain competitive on the global stage.
“This transition will empower clubs to attract and retain top talent while allowing players to perform at their best. That leap of faith will require a shared commitment to raising the standards of the matchday experience, broadcast quality, and player experience.
“Our League and club leaders must unite behind a new vision that drives professionalism, commercial growth, and investment. We believe the 2026 AFC Asian Cup provides the perfect timeframe and platform.”
For the first time, the PFA report includes insights from various stakeholders, including players, a fan representative, and an administrator, offering a comprehensive view of the league’s status and future direction.