Ӱ today proudly launches #FootballUnites, a national campaign that highlights the powerful role football plays in bringing communities together. The campaign kicks off with the release of the first in a series of short films that share real stories of belonging, resilience, and connection—told by those who live them—grassroots players, professional athletes, coaches, referees, and community leaders across Australia.
Produced in collaboration with multicultural content and marketing agency CulturalPulse, the #FootballUnites series captures the emotional and unifying power of the game through compelling, human-centred storytelling.
In a time where the social fabric of our nation is being tested, #FootballUnites shines a light on football’s unique ability to bridge divides. For many new migrants, football has served as a universal language—offering a sense of familiarity, inclusion, and belonging when everything else felt foreign. On pitches across the country, the game continues to break down barriers of race, language, gender, and religion.
The campaign will also feature federal politicians who recognise and support football’s vital role in fostering unity. The first video, released today, spotlights Brunswick City SC’s Nahom Legesse and includes Peter Khalil MP, Federal Member for Wills, and Special Envoy for Social Cohesion, who reflects on the sport’s influence in shaping inclusive communities, particularly among multicultural and migrant Australians.
Ӱ’s new campaign will roll out across digital platforms and aims to engage not only football fans, but community groups, policymakers and leaders in recognising the broader social impact of the game.
Future videos in the #FootballUnites series will continue to highlight the role football plays in building inclusive communities and feature further contributions from federal leaders who champion social cohesion.
To watch the first video and learn more about the campaign, visit the website HERE or follow Ӱ on social media.
Quotes attributable to Ӱ Chair, Anter Isaac:
“Football has always been more than a sport—it’s a powerful social connector.”
“The stories shared in #FootballUnites are raw, authentic and deeply moving. They reflect football’s unique ability to bring people together across differences and give individuals—no matter their background—a place to feel seen, heard, and valued. These aren’t just football stories; they are stories of Australia.”
Quotes attributable to Ӱ Chief Executive Officer, James Johnson:
As the most played team sport in the country, football reaches deep into every community,”
“It’s a game that connects people—whether they’ve just arrived in Australia or have lived here for generations. Through #FootballUnites, we’re shining a light on the inspiring individuals and communities who show us how football fosters belonging, breaks down prejudice, and strengthens the social bonds that make us stronger as a nation.”
Quotes attributable to Chief Operating Officer of AFC Women’s Asian Cup™ 2026, Sarah Walsh:
“Football is at its best when it reflects the diversity of the communities it brings together.”
“Through #FootballUnites, we’re championing stories that show how inclusion and opportunity can transform lives. Whether it’s a young girl finding confidence through her local team or a newly arrived migrant building friendships through the game, these stories remind us that football has the power to unite us all.”
Quote from Federal Member for Wallis, and Special Envoy for Social Cohesion, Peter Khalil:
“As someone who grew up in a migrant family, I know firsthand how powerful football can be in helping people feel included and connected. The local pitch has always been more than just a place to play—it’s where friendships are formed, communities come together, and newcomers find a sense of belonging. Initiatives like #FootballUnites highlight the essential role sport plays in strengthening our social fabric, and I’m proud to support Ӱ and the great work our local club, Brunswick City SC, in promoting unity through the world game.”
Quotes from Federal Member for Fowler, Dai Le:
“Football clubs, such our local club Lansvale United, are at the heart of our communities, without them people would struggle to bind together. The stories brought to life in Ӱ’s #FootballUnites campaign are a reminder of the power that the world game has in uniting Australians.”
“Kayla’s Lansvale United story demonstrates the importance of our grassroot clubs in the development of our youth, enriching their lives through new friendships, self-discovery and healthy activity.”
