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Empowering Dreams: FIFA Women's Football, The World Cup and the Youth of Australia and New Zealand

Updated: Sep 28, 2023

I was recently taking photos at an event where girls aged 5 to 10 years old were introduced to soccer on a rainy winter evening. Hosted by the Hibiscus Coast Football Club, the girls participated in some training exercises, played some games and took some penalty shots and I got to thinking how football, though not the national pastime of Australia and New Zealand, has steadily grown in popularity over the years, thanks to the efforts of dedicated players, fans, and organisations.

Womens football soccer hibiscus coast football club studio-4 photography Tim Butler-Jones

It was a stark contrast to the time when I was growing up in the UK, in the 80’s. Under Thatcherite philosophy, the role of women and girls in sports was seen as an area where individual talent and merit were encouraged. However, there was never as much enthusiasm for football among girls as there is today, and this huge cultural shift (and the fact that Australia and New Zealand are currently hosting the FIFA Women's World Cup) prompted me to explore women's football since the 1980s, focusing on how we got where we are, and where do we go from here?


Over the past four decades, women's soccer has experienced a remarkable cultural shift, transforming from a relatively obscure and marginalised sport in 1980 to a thriving and increasingly popular global phenomenon today. Several factors have contributed to this seismic change, leading to greater recognition, investment, and enthusiasm for women's football worldwide. As society progresses towards greater gender equality, attitudes towards women's sports have evolved positively. The perception of women's soccer has shifted from being seen as a novelty to being valued for its skill, excitement, and competitiveness, thereby attracting more fans and followers.

One of the primary catalysts for the surge in popularity of women's football has been the exponential growth in media coverage. Increased television broadcasting, streaming platforms, and social media have provided greater visibility to women's football tournaments and matches, allowing fans to follow and support their favourite teams and players like never before. The emergence of charismatic and talented players, who have become iconic figures, has significantly boosted the sport's popularity. Players like Mia Hamm, Marta, Abby Wambach, and more recently, Megan Rapinoe and Sam Kerr, have captured the hearts of fans and inspired a new generation of players to pursue their dreams in football.


Grassroots efforts, supported by passionate organisations and clubs, have played a crucial role in popularising women's football. From local leagues to community-driven events, these initiatives have helped break down barriers and fostered a sense of inclusivity, encouraging young girls to participate in the sport. With the cultural shift towards recognising the potential and value of women's football, there has been a considerable increase in investment and sponsorship opportunities. This influx of financial support has improved training facilities, professionalised leagues, and enhanced player development programs, leading to higher standards of play. Notable successes of national teams in major tournaments, such as the FIFA Women's World Cup and the Olympic Games, have garnered widespread attention and pride in the achievements of women's football teams, further fuelling its popularity.

Womens football soccer hibiscus coast football club studio-4 photography Tim Butler-Jones

For many young soccer enthusiasts in Australia and New Zealand, where football competes with other sports for attention, the FIFA Women's World Cup has become a beacon of inspiration. The tournament serves as a platform for these aspiring players to witness the prowess of elite athletes and experience the excitement and camaraderie that football fosters. Interviews with young players from both countries reveal how the World Cup has fuelled their ambitions, igniting a passion for the sport and fostering dreams of representing their nations on the grand stage.

Events like the one I was at shine a spotlight on the power of grass-roots movements to introduce football to young girls. The club, a not-for-profit organisation, stands at the forefront of promoting equality in football. HBC AFC's commitment to developing female players through qualified coaches, competitive squad environments, player contracts, sponsorship, and funding exemplifies the dedication required to nurture a lifelong passion for soccer in young girls.


Events like these have a profound impact beyond the soccer field. They unite families, friends, and communities. Despite the challenges of inclement weather, the event brought together 60 young girls, along with their parents, who all had an excellent time, with local businesses and community leaders providing sponsorship and their free time to make it a success. Such community-driven initiatives play a vital role in breaking down barriers and promoting inclusivity, creating a brighter future for women's soccer in the region.

Womens football soccer hibiscus coast football club studio-4 photography Tim Butler-Jones

The dedication and enthusiasm demonstrated by the young participants in Auckland signify a genuine, grass-roots movement that has the potential to transform the landscape of women's football. As these young players progress through their football journeys, their passion and determination will fuel increased competition between teams and individuals, making the sport more thrilling and enthralling for fans and sponsors alike. This heightened interest will lead to greater profitability for women's football, furthering its growth and establishing it as a force to be reckoned with in the sports world.


The FIFA Women's World Cup in Australia and New Zealand represents an extraordinary opportunity to celebrate the evolution of women's football since the 1980s. By focusing on the tournament's significance for the youth of both countries and highlighting the power of grass-roots initiatives, like the one organised by the Hibiscus Coast Football Club, we recognise the positive impact that football can have on communities, players, and the future of women's sports. As young girls dream of becoming the next generation of football stars, it is evident that genuine passion and dedication are the driving forces behind the remarkable growth and potential of women's soccer on this journey toward greater equality and empowerment.

Womens football soccer hibiscus coast football club studio-4 photography Tim Butler-Jones

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