Football Australia launches #LoveourGame advert and campaign ahead of the FIFA Women’s World Cup 2023

Football Australia’s #LoveOurGame campaign is a celebration of Australian women’s football and encourages participants to embrace their love for the world game and its positive impacts.  

Launched today, the #LoveOurGame campaign video features women, girls, and non-binary persons between the ages of 16 to 28 in different environments demonstrating how football can be played and enjoyed wherever you are, whether with a group of friends or on your own at the local park or street.  

Click HERE to watch the campaign video

Click HERE for #LoveOurGame video and photography assets  

Working with production partner, Chisel, the 30 second spot sets out to tell a story that reminds people why they play football, inspire others to find that passion once again, and welcome those who are ready to discover for the first time their love for the game.

The storytelling weaves vision of community footballers and photographers from the African Cup NSW, with Sydney-based musicians and football enthusiasts, grassroots players from Melbourne club Fawkner SC, South Australian freestyler Susan Sohar, CommBank Matildas’ defender Charlotte Grant, CommBank Young Matildas’ defender Naomi Chinnama,CommBank Young Matildas and Western Sydney Wanderers defender Alexia Apostolakis and forward Sienna Saveska, and CommBank ParaMatildas’ defender and disability advocate Tahlia Blanshard to show the football spectrum of who can participate and enjoy football.  

Football Australia’s #LoveOurGame campaign follows on from the soft launch of its women and girls brand OUR GAME in 2021. 

OUR GAME is an initiative aimed at harnessing the power of football to build an inclusive and diverse game that embraces, positively influences, celebrates, and elevates women and girls.  OUR GAME’s mission is to elevate, inform and unleash a community of energised believers to own and drive the future of women’s football.  

CommBank Matilda and OUR GAME Ambassador Charlotte Grant said: “Football is so important to me because it’s what makes me happy. It’s everything I’ve worked for in my life. I’ve loved it ever since I stepped on that pitch when I was about six years old,” Grant said.

“When I was nine years old, I moved to Cumberland United Women’s Football Club. Seeing so many girls around me just felt so comfortable and welcoming. It felt like I had found my place.”

“Football is where I’ve made lifelong friendships. It’s a cliche answer but when I step on that pitch all my worries go away. I love the game and I love what it’s doing for the younger generation. I hope I can be part of it for a long time to come,” Grant concluded.

With 157 days to go until the FIFA Women’s World Cup Australia & New Zealand 2023™ kicks off, Football Australia and the state Member Federations will continue to grow OUR GAME, through “always on” storytelling and the celebration of key milestones including 100 Days to Go (11 April) and Female Football Week (19-28 May). 

Key Leadership and Development initiatives such as the OUR GAME Women and Non-Binary Persons in Media Program will ensure that we a boosting participation rates across all aspects of football to capitalise on the attention and new audiences exposed to the game. 

With the continued support of the Australian Sports Commission, an additional five full time Participation Officers have been employed across the country and are working hand in hand with community clubs to lead them in building welcoming and inclusive cultures while planning for long term viability and success.   

Sarah Walsh, Football Australia’s Head of Women’s Football, Women’s World Cup Legacy and Inclusion said: “The FIFA Women’s World Cup™ is the biggest women’s sporting event in the world and it’s coming to our shores in just over five months. To have some of the best athletes in the world on our doorstep showcasing what women, girls and non-binary persons are capable of, will result in a significant uplift in interest for football across Australian households and backyards,” Walsh explained. 

“I have loved the game since the age of five, when I joined Ruse Football Club as the only girl playing at the club. I personally thrived in this environment, however, pleasingly my experience of being the only girl on the pitch is rare in 2023, with women and girls today being presented a variety of options to engage with the game.”

“Through OUR GAME we want to promote an environment that’s inclusive for all girls, from all backgrounds and abilities to ensure we enable a lifelong involvement in the game as we work to become the first community sport to reach 50/50 gender participation representation,” Walsh concluded.

The 30-second brand video will feature on Football Australia’s broadcast partner Network Ten and in-stadia during the 2023 Cup of Nations (16 – 22 February) and other relevant Football Australia events throughout 2023, supported by a national digital campaign that invites the community to share their personal stories and post  why they #LoveOurGame.