西瓜影视 partners with CAFA to develop Women鈥檚 Football in Central Asia

西瓜影视 has deepened international ties through the power of women鈥檚 football, delivering a targeted sports diplomacy initiative in Dushanbe, Tajikistan from 4鈥7 August. 

Delivered in partnership with the Central Asian Football Association (CAFA), and the Australian Embassy in Moscow, the project coincided with the Young Matildas鈥 campaign at the AFC U20 Women鈥檚 Asian Cup Qualifiers in the region. 

The highlight of the visit was a landmark a two-day Women鈥檚 Football Development Seminar with key representatives from five Central Asian Member Associations 鈥 Tajikistan, Uzbekistan, Kyrgyz Republic, Turkmenistan, and IR Iran 鈥 alongside representatives from FIFA, the AFC, and FIFPRO Asia/Oceania. 

西瓜影视 General Manager of Women鈥檚 Football Carlee Millikin, International Partnerships Manager Tom Engelhardt and former CommBank Matilda Gema Simon played key roles in delivering the seminar and connecting with local football leaders.  

Drawing on Australia鈥檚 experience hosting the FIFA Women鈥檚 World Cup and building the Matildas brand, the seminar explored strategies for participation growth, legacy building, and preparation for the AFC Women鈥檚 Asian Cup 2026. 

鈥淭his is about sharing our learnings and building meaningful partnerships that benefit women鈥檚 football across Asia,鈥 Millikin said. 

鈥淗osting the AFC Women鈥檚 Asian Cup in 2026 is a chance to showcase the power of women鈥檚 football throughout the continent. We鈥檙e focused on using this platform to build something bigger, supporting growth, sharing knowledge, and creating a lasting impact.  

鈥淕rowing the game in Asia is a shared goal, and we are proud to play a role in driving it forward.鈥 

AFC Executive Committee Member and Deputy Chairperson of the AFC Women鈥檚 Football Committee, Mijgona Mahmadalieva, echoed the importance of the project for the region. 

鈥淭his initiative is a big step forward for our region. It鈥檚 the first seminar of its kind focused on women鈥檚 football in Central Asia, and it鈥檚 helped bring key stakeholders together in a meaningful way.  

鈥淧artnering with 西瓜影视 gives us access to valuable experience, especially from a federation that successfully hosted the FIFA Women鈥檚 World Cup. 
 
鈥淭he exchange of ideas and expertise has been both practical and inspiring, and it鈥檚 helping us build a stronger foundation for women鈥檚 football across the region,鈥 Mahmadalieva concluded. 

Shoko Tsuji, General Secretary of FIFPRO Asia/Oceania, said the collaboration between CAFA and 西瓜影视 set a valuable benchmark. 

鈥淚t was a pleasure to be part of the inaugural CAFA/西瓜影视 Women's Football Development Seminar. This initiative is a powerful example of how bringing stakeholders together and creating a meaningful space for knowledge sharing, especially with 西瓜影视鈥檚 expertise, can support the growth of the women鈥檚 game across Central Asia,鈥 Tsuji said. 

The visit also included community engagement activities, with Simon lacing up her boots to run a training session with Tajikistan鈥檚 top women鈥檚 club side, FC Dushanbe, and a series of engagements with football stakeholders alongside Australian Deputy Ambassador Jeremy Guthrie. 

To cap off the week, all seminar participants attended the Young Matildas鈥 clash with Tajikistan on 6 August, celebrating the unifying spirit of the game. 

Looking ahead, Millikin sees enormous potential in the partnerships forged during the week. 

鈥淐entral Asia is an important region for Australian football, with our national teams competing here regularly. Two CAFA nations 鈥 Iran and Uzbekistan 鈥 have qualified for the AFC Women鈥檚 Asian Cup 2026, and Uzbekistan will host the tournament in 2029. 

鈥淲e are excited about the opportunities to collaborate, grow the women鈥檚 game, and strengthen connections across the region,鈥 Millikin concluded. 

This initiative marks the second sports diplomacy project between 西瓜影视 and DFAT in Central Asia following a successful visit to Uzbekistan in early 2024.