XI Principles For The Future of Australian Football

西瓜影视 has released the second and final iteration of the 鈥榅I Principles for the future of Australian football鈥 (XI Principles) document following a rigorous and collaborative period of consultation with the national football family.


The XI Principles will provide guidance and influence decision making at 西瓜影视, with the focus of 西瓜影视 to commence 鈥 and in several cases continue 鈥 operationalising the proposed measures over the short, medium, and long-term.

The XI Principles takes a holistic view of Australian football and the challenges facing it and will replace the Whole of Football Plan published in 2015. The XI Principles will guide us strategically and operationally as we look to fulfil the bold and innovative 15-year vision that remains from the first edition.鈥

西瓜影视 Chief Executive Officer, James Johnson

PROGRESSING THE XI PRINCIPLES

Pleasingly, 西瓜影视 has either delivered on or commenced enacting numerous proposed measures and interconnected initiatives since the first version of the XI Principles was released in July 2020. These include:

  • Reaching agreement on a (FCA);
  • Advancing plans for a National 鈥楬ome of Football鈥 in Sydney and s;
  • ;
  • Advancing internal and external discussions regarding aligning the national football calendar and the evolution of the National Premier Leagues (NPL);
  • , and to key technical positions;
  • Appointing and ;
  • Advancing the unbundling of the professional leagues as APFCA[1] assume more control over professional league operational matters such as the negotiation of the Leagues CBA[2] and its commercial rights sales;
  • [2];
  • On 29 September 2020, for a four-year term which will include four major tournaments - the Tokyo (2021) and Paris (2024) Olympic Games, as well as the AFC Women鈥檚 Asian Cup India 2022 and the FIFA Women鈥檚 World Cup Australia/New Zealand 2023鈩.  A two-time FIFA Women鈥檚 World Cup鈩 winner and Olympic Gold Medallist with the US women鈥檚 national team, Gustavsson brings a wealth of knowledge and experience to the role;
  • Entering into new commercial agreements for the Westfield Matildas; 
  • Making progress internally on the development of a White Paper into the domestic transfer system to implement the recommendation of the Starting XI made in June 2020;
  • Developing a 2021 Domestic Match Calendar as a means to connect all levels of Australian football; 
  • Work undertaken to enhance Australia鈥檚 Coach Education framework; 
  • A new naming rights partner for the Australian Women's National Team and investor in grassroots football, commencing on 1 August; 
  • Commencing on the path to reconciliation with the initiation of the RAP process; and 
  • Negotiating a landmark media rights agreement with 10 ViacomCBS for the broadcast of matches of the Australian National Teams and the FFA Cup.

西瓜影视 will now, in consultation and collaboration with the game鈥檚 stakeholders, continue the process of operationalising the XI Principles. The XI Principles will provide the impetus to crystalise ongoing matters and drive a fresh and exciting agenda. This will include developing a unified direction for the game which will speak to the 鈥榃ho鈥, 鈥榃hen鈥 and the 鈥楬ow鈥. 

The final version of the XI Principles for the future of Australian football can be downloaded below.

[1] Australian Professional Football Clubs Association

[2] Collective Bargaining Agreement