Whole of Football Schools Strategy Page 1 WHOLE OF FOOTBALL SCHOOLS STRATEGY

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1 Whole of Football Schools Strategy Page 1 WHOLE OF FOOTBALL SCHOOLS STRATEGY

2 Message From David Gallop Schools are the cradle of education in our society and increasingly football is a core part of the sporting curriculum. The most recent participation census reveals that over 400,000 students are engaged in school football programs and competitions across the country. Football is a universal language in schools, helping to build life long friendships and uniting communities in our diverse nation. The FFA Whole of Football School Strategy outlines the key priorities to encourage greater physical activity, convert s key stakeholders contribution to the strategy. e 1.8 million teachers and students over the next four years. We recognise football is in a unique position to connect with school communities and inspire learning outcomes among Australian students. David Gallop We are a game united by a shared objective to become the biggest and most popular sport in Australia and we are proud to play such an important role within Australian schools. David Gallop FFA acknowledges the support of the Australian Sports Commission

3 A snapshot of Football in Australia Whole of Football Schools Strategy Page 3 Football is the largest team sport in Australia with 1.96 million participants. Our State and Territory Member Federations, Regional and Suburban Associations and Club network supports the regular participation of 450,000 players in the community. Football Federation Australia (FFA) is a not-for-profit national governing body that sets strategies and polices for all levels of the game in Australia. FFA manages the Hyundai A-League, Westfield W-League and FOXTEL National Youth League, inspiring male and female players to reach their potential and develop a passion for the game. In 2014, FFA has launched the FFA Cup, giving grassroots clubs the opportunity to become giant killers and uniting the football community under one competition. Football is a game that spans age, gender, language and cultural divides. Football is a truly diverse sport, which reflects the multiculturalism of Australia like no other. Football is the sport for all Australians.

4 Whole of Football Schools Strategy Strategic Framework PURPOSE VISION MISSION Advance the future success of football To be the largest & most popular sport Harness the power of football to connect with school communities, inspire educational outcomes & convert participants to fans of the game GOALS PARTICIPANTS FANS EDUCATION Fall in love with football in the schoolyard Convert participants into life-long fans Influence learning outcomes CRITICAL SUCCESS FACTORS 1 ALIGNMENT STAKEHOLDER 2 SKILLED SUFFICIENT FINANCIAL RESOURCES 3 TASKFORCE 4 STRATEGIC EXPERTISE IN MARKETING, COMMUNICATIONS, & IT 5PARTNERSHIPS

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6 Participants: Falling in love with football in the schoolyard Falling in love with football in the schoolyard FFA recognises schools as the primary platform for future growth of the game. Football is a sport that can be played by everyone, and FFA is committed to promoting football as a vehicle to active and healthy living. Millions of young girls and boys are introduced to a range of new and exciting activities in the schoolyard. Our network of stakeholders across Australia is committed to working together to deliver quality experiences, which inspire a love for the game and an enjoyment from participation. Football is increasingly the sport of choice in the schoolyard. Improving access to more organised and frequent participation remains a key priority for the football family. Steph Catley Melbourne Victory Women s Captain and Westfield Matilda My first experience of football was when I first started at Tucker Road Primary School. My brother and a few boys who lived in the same street as me growing up use to play at lunch time on the oval at school. As I was use to playing with and against them in my front yard at home I felt comfortable joining in with all of the boys at lunch time and looked forward to it every single day. I joined my first junior club when I was six because I enjoyed playing at school so much. I played every sport you can think of as I went through primary school and the love and passion that I played every sport you can think of as I went through primary school and the love and passion that my teacher s showed for football in particular definitely contributed to my eagerness to be involved with the game. my teacher s showed for football in particular definitely contributed to my eagerness to be involved with the game. I started playing intra-school matches when I was in grade five. The assistant principal was the coach of the team and would organise regular training sessions that were both challenging and fun. My primary school team always ended up in the final against Valkstone Primary School. They were definitely our biggest rivals and I remember always getting really nervous every single time we played against them. The school principal and teachers were very encouraging and were eager to get as many kids into sport as possible. I was very fortunate that my primary school was dedicated to developing fit and healthy kids and, as a result, had some terrific athletes pass through it. In high school (Bentleigh Secondary College) we would play one round-robin competition a year and would come up against Mentone Girls who were always very strong and had a lot of players that I knew from both my local club (Sandringham) and state teams. It was through school that I developed a love for the game and am grateful that football is such a big part of my life today.

7 Whole of Football Schools Strategy Page 7 By the end of 2015 we will: 1. Provide opportunities for high quality playing experiences within Australian schools for boys & girls 2. Increase conversion into more frequent & organised football opportunities By the end of 2017 we will: 1. Recognise & support participation in school competitions & tournaments 2. Develop & invest in a comprehensive school facilities strategy 3. Define the role of schools in player development & talent identification KPI s 1. Total of 1.6 million participants engaged over the next 4 years 2. Conversion rate of 55% from school programs to frequent & organised football 3. Publish a clearly defined participation pathway 4. 75% satisfaction among active participants 1. Establish guidelines for the delivery of school sample programs in partnership with stakeholders. 2. Identify key priority geographical areas to maximise participation and fan acquisition outcomes. 3. Promote MiniRoos as the game s key introductory platform for primary-aged boys & girls. KEY ACTIONS 4. Ensure greater accessibility to MiniRoos through affordable and time-friendly options, as well as establishing more sites across the country and strengthen links between schools and local clubs. 5. Ensure girls are provided fun and engaging football participation opportunities in schools. 6. Establish partnerships with school sport competition administrators. 7. Investigate the need to introduce accreditation criteria for schools investing in player development.

8 Fans: Convert participants to life-long fans Convert participants to life-long fans of our domestic leagues and teams The increasing popularity of the Hyundai A-League and Westfield W-League has been greeted with significant growth in attendances and TV audiences. Football fans have more football to consume than ever with the introduction of the semi-professional tier National Premier Leagues and the FFA Cup. The game is getting bigger and the next four years provide a tremendous launching pad to further grow the fan base. Capitalising on this opportunity remains the priority. This strategy recognises investing in the schoolyard is important for the economic growth of the game. With 1.96 million Australians participating in football, the potential to increase the number of fans to our domestic leagues is significant. To develop lifelong fans of our game we must acquire and retain participants in primary schools, build awareness and affiliation to the Hyundai A-League and Westfield W-League and invest in quality fan experiences.

9 Whole of Football Schools Strategy Page 9 By the end of 2015 we will: 1. Implement initiatives & incentives encouraging match attendance by school students & their families 2. HAL/W-L club brand integration via multiple platforms & across the variety of participation offerings 3. Implementation of fan engagement guidelines for HAL & W-League match days By the end of 2017 we will: 1. Expand branded programs and initiatives into pre-schools & high schools 2. Establish a comprehensive communication & promotion plan, celebrating our work in schools 3. Appoint male & female player ambassadors in each state KPI s 1. 30% of primary school students support an A/W-League team 2. Our work in schools will positively influence growth across the following key business measures: Match attendances Memberships sales Merchandise sales Fox Sports subscriptions 1. Hyundai A-League and Westfield W-League clubs will be shopfront of the sport in schools. 2. Provide memorable opportunities for school children during match days. 3. Develop ticket offers for new MiniRoos participants in partnership with Hyundai A-League and Westfield W-League clubs. KEY ACTIONS 4. Ensure Socceroos and Matilda s are engaged in schools during home fixtures. 5. Invest in training for players in the Hyundai A-League and Westfield W-League to ensure the game is represented professionally in schools. 6. Design program offerings suitable for pre-schools and high schools. 7. Utilise social and traditional media platforms to celebrate and promote our school engagement activities. 8. Provide schools with a media pack to promote its association with football

10 Education: Influencing learning outcomes Influencing learning outcomes among current & future students & teachers The football family is committed to using football as a vehicle to influence learning outcomes, and address social issues young people face within Australian schools. Football will become an integral part of the school system, through integration with the school curriculum. This is a core component of the games strategy to becoming the largest and most popular sport. This strategy recognises the importance of expanding the football taskforce by empowering and resourcing teachers, and inspiring young leaders to become ambassadors for the game. I would like to extend my regards to SEDA, Football Federation Victoria and Melbourne Heart FC for supporting our son in becoming a responsible young adult. He made it. He was accepted to La Trobe University for the Bachelor of Journalism (Sport). This is your success and our pride. The difference you create with young people is incredible. Parent of a SEDA Melbourne Heart Sports Development Program Student Neil Bourke, Assistant Principal, Llandilo Public School, NSW Teachers in primary schools across Australia are faced with many challenges including a lack of time within the timetable and a lack of funding to support the school environment. The landscape of the school environment is constantly changing, which is having a significant impact on the way that teachers approach their daily tasks. Linking sports to other key learning areas, with a focus on English and Mathematics, is a great way to assist classroom teachers in engaging students in classroom learning, as well as giving students opportunities to engage with 21st century learning capabilities that they will require to succeed in their future learning and employment.

11 Whole of Football Schools Strategy Page 11 By the end of 2015 we will: 1. Offer accessible football training & education programs for current & future teachers 2. Develop & implement user-friendly footballthemed curriculum-based education programs & resources By the end of 2017 we will: 1. Expand & evolve the student development & leadership program across the country 2. Develop meaningful relationships with Federal/ State Depts of Education & the education sector school ambassadors students engaged in development & leadership programs ,500 students impacted by football-themed resources 4. 75% satisfaction with programs & resources 3. Implement a well-resourced national schools ambassador program 1. Launch of Asian Cup, SBS Harmony Game and Active Play football-themed curriculum resources. 2. Rebrand Asian Cup resource post event. 3. Develop additional football-themed cross-curricula resources that help address social issues for KPI s KEY ACTIONS 4. Review current professional development programs and identify best practise delivery to cater for school teachers. 5. Planning the delivery of football education programs for students studying teaching within universities. 6. Enter into a national agreement with Sport Education Development Australia. 7. Identify opportunities to establish partnerships between high schools and primary schools

12 Summary of Strategies MISSION HARNESS THE POWER OF FOOTBALL TO CONNECT WITH SCHOOL COMMUNITIES, INSPIRE EDUCATIONAL OUTCOMES & CONVERT PARTICIPANTS TO FANS OF THE GAME PARTICIPANTS FANS EDUCATION 1. Quality experiences with football in schools for boys & girls 2. Access to playing opportunities beyond the schoolyard 3. Raising standards of school facilities 1. Building awareness and affiliation with our domestic leagues & teams 2. Club brand integration via multiple platforms 3. Being part of the match day experience 1. Addressing social issues through a wide variety of cross-curricula resources 2. Empowering & resourcing teachers 3. Educating youth through football BENEFICIARIES A. CURRENT & FUTURE SCHOOL STUDENTS B. CURRENT & FUTURE TEACHERS

13 Summary of Outcomes Whole of Football Schools Strategy Page 13 BENEFICIARY PERFORMANCE INDICATORS 1.8 MILLION ACTIVE FOOTBALL PARTICIPANTS 75% SATISFACTION RATING AMONG BENEFICIARIES PARTICIPANTS FANS EDUCATION 1. Total of 1.6m participants engaged over the next 4 years 2. Conversion rate of 55% from school programs to sustainable participation 3. Publish a clearly defined participation pathway 4. 75% satisfaction among active participants 1. 30% of primary school students support an A/W-League team 2. Our work in schools will influence growth across the following key business measures: Match attendance Memberships sales Merchandise sales Fox Sports subscriptions school ambassadors students engaged in development & leadership programs ,500 of students impacted by football-themed resources 4. 75% satisfaction with programs & resources

14 Stakeholder contact details FOOTBALL FEDERATION AUSTRALIA Locked Bag A4071, Sydney South NSW 1235, Australia Telephone: (+61 (2) Facsimile: +61 (2) CAPITAL FOOTBALL PO Box 50, Curtin, ACT 2605 Phone: Facsimile: FOOTBALL NORTHERN TERRITORY PO Box 3105, Darwin, NT 0801 Phone: Facsimile: FOOTBALL FEDERATION SOUTH AUSTRALIA PO Box 593, Hindmarsh, SA 5007 Phone: Facsimile: FOOTBALL FEDERATION TASMANIA PO Box 371, Glenorchy, TAS 7010 Phone: Facsimile: FOOTBALL FEDERATION VICTORIA PO Box 7488, St Kilda Road, VIC 8004 Phone: Facsimile: FOOTBALL FEDERATION QUEENSLAND PO BOX 748, Sunnybank, QLD 4109 Phone: Facsimile: FOOTBALL WEST PO Box 214, Maylands, WA 6931 Phone: Facsimile: NORTHERN NSW FOOTBALL PO Box 88, Waratah, NSW 2298 Phone: Facsimile: FOOTBALL NSW PO Box 6146, Baulkham Hills BC, NSW 2153 Phone: Facsimile:

15 Whole of Football Schools Strategy Page 15 ADELAIDEUNITED.COM.AU BRISBANEROAR.COM.AU CANBERRAUNITED.COM.AU AdelaideUnitedFC @CanberraUnited CENTRALCOASTMARINERS. COM.AU CentralCoastMariners MELBOURNEHEART.COM.AU MELBOURNEVICTORY.COM.AU @CCMariners NEWCASTLEJETS.COM.AU PERTHGLORY.COM.AU SYDNEYFC.COM.AU WSWANDERERSFC.COM.AU WELLINGTONPHOENIX.COM.AU NewcastleJets PerthGlory SydneyFootballClub @WgtnPhoenixFC

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