Aussies combine men’s and women’s pro leagues into single ‘A-Leagues’ brand

October 4 – Australia’s top tier men’s and women’s professional clubs – which in 2020 took over the running of their business and operations from the Australian federation – have unveiled a new brand identity under a unified ‘A-Leagues’ banner that includes their youth teams.

Danny Townsend, Managing Director, said: “It’s not men’s football, or women’s football, it’s just football. We’re committed to growing the game in Australia – for everyone. That means delivering a world-class experience on and off the pitch and inspiring the next-generation of A-Leagues superstars to fulfil their highest potential. This is just the beginning of our ambitious, long-term vision for the growth of football in Australia.”

Those plans include the A-Leagues moving to a unified social media channel for men’s and women’s football on Facebook, Instagram and TikTok, and a new single destination A-Leagues website, which the league said will “significantly increasing the profile and reach of women’s football”.

The A-Leagues have been moving fast to set up structures since taking over the running of the professional game in Australia. The women’s league has been expanded by three teams, while an innovative new Club Championship has been introduced – a combined title for mens and women’s football teams that combines the points of both the mens and women’s teams of A-League clubs.

The A Leagues has also agreed a Collective Bargaining Agreement with its players that will see for the first time progression towards a fully professional womens game and gender equality.

The new A-Leagues 2021-22 season will kick off on November 19 for A-League Men and December 3 for A-League Women.

Ant Hearne, Chief Commercial Officer, said: “We know our fans live and breathe football so we want to create the best possible experience in the stadium, at home, on the move, through gaming or fashion or food – however fans want to connect with football, we will deliver.”

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