Football Australia and LEGO to build on inclusion in new three-year deal
Football Australia has partnered with the LEGO Group in a multi-year sponsorship deal supporting the future of women’s football.
The three-year deal will see LEGO Australia become the first official partner of Football Australia’s Legacy ’23 programs, part of a strategic plan to grow women’s football and deliver enduring benefits for a more inclusive sport, with the ambition of becoming the first community sport to reach gender parity in participation.
Football Australia CEO James Johnson warmly welcomed the addition of LEGO Australia into the football family as a partner with strong shared ambitions for empowering the next generation.
“Legacy ’23 is our opportunity to transform Australian football through impactful and long-lasting tangible benefits from our co-hosting the FIFA Women’s World Cup Australian and New Zealand 2023™,” said Johnson. “It is an opportunity which Football Australia has grasped with both hands, and we have achieved some significant milestones for the game to date.
“We know the power of play through football and the transformative opportunity it can provide for our participants and their families, and we are proud to have on board a partner like LEGO Australia who shares our values and vision. This exciting partnership with the iconic global LEGO brand alongside our iconic national teams and our Legacy ’23 plan presents an incredible opportunity for collaboration as we seek to inspire Australians.
“The next 12 months will be a true game-changer for our sport as we continue to bring our vision for legacy to life and make Australian football more inclusive and accessible. We are delighted to have LEGO join us for this journey.”
The deal will also see LEGO Australia become an official partner of the Commbank Matildas and Subway Socceroos, with at-game brand, branded content campaigns and consumer promotions to come from the partnership.
LEGO Australia & New Zealand Vice President & General Manager, Troy Taylor said: “This exciting new collaboration with Football Australia forms part of our ambition to inspire positive change for future generations. We believe that the benefits of play, such as building confidence, creativity, and communication skills, are felt by all children, yet unfortunately, led by society, we still experience stereotypes in what activities including sports, children are encouraged to do, based on their gender. At the LEGO Group, we know we have a role to play, to champion inclusive play and help give children the confidence to succeed.”
The partnership will officially launch on Saturday at AAMI Park, when the Commbank Matildas host Sweden.
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