Professional Footballers Australia (PFA) has today launched Ready for Takeoff, a landmark new vision to seize Australian sport’s biggest opportunity and secure the future of the A-League Women (ALW).
Ready for Takeoff is the most comprehensive public analysis of the women’s game in Australia ever undertaken, incorporating player surveys, extensive market research, and industry analysis. It sets out 21 recommendations to deliver a world-class, fully professional A-League Women competition.
Unveiled at Ultra Football in Melbourne, Ready for Takeoff was presented by leading ALW players including Grace Maher, Dylan Holmes, PFA Deputy Chair Elise Kellond-Knight, and PFA Chief Executive Beau Busch.
Click here to view and download the Ready for Takeoff document.
The vision identifies the critical elements that will shape the league’s trajectory, grouped into four strategic pillars: fit for purpose governance, effective fan engagement, a reformed football economy, and suitable matchday infrastructure.
Among the 21 recommendations are:
- The establishment of an independent commission for the A-Leagues, as advocated by the Crawford Report, with proper gender representation;
- Introducing new minimum standards for ALW clubs;
- The relaunch of a fully professional ALW following the 2026 AFC Women’s Asian Cup;
- Targeting growing women’s football revenues on and off the pitch;
- Implementing revenue sharing among ALW clubs to foster greater collaboration and financial sustainability;
- Establishing a more effective club licensing program agreed by Football Australia (FA), Australian Professional Leagues (APL), and the PFA;
- Prioritising the return of the Golden Generation of Matildas; and
- Developing a national football infrastructure body to engage government.
Despite being Australia and New Zealand’s premier women’s domestic football competition, the ALW is losing ground to global leagues and rival domestic sports, at a time when global interest in women’s football has never been stronger.
Recent PFA player survey data from the 2024–25 season revealed alarming trends: for the first time, the ALW ranked as the least preferred league among its own players, with concerns spanning remuneration, mental wellbeing, facilities, and governance.
“Ready for Takeoff is the players’ vision to secure the future of the A-League Women,” PFA Co-President Tameka Yallop said.
“It shows how the league can become a thriving, fully professional competition that achieves its potential. The title reflects that the A-League Women is Australian sport’s biggest opportunity.
“By acting now, the game can capitalise on the success of the Matildas, the global rise of women’s football, and the generational opportunity of this year’s Women’s Asian Cup.”
PFA Deputy Chair and former Matilda Elise Kellond-Knight echoed the huge opportunity that the A-League Women presents.
“Players know the immense opportunity of the A-League Women, which we believe could not only be the top league in Asia, but one of the major competitions globally,” Kellond-Knight said.
“The ingredients for success are all here: generational public support for the Matildas, the global rise of women’s football, and growing sporting and commercial revenue opportunities in the women’s game.
“Ready for Takeoff gives us a target to aim for and a plan to get there.”
PFA Chief Executive Beau Busch noted that this year’s Women’s Asian Cup is a once in a lifetime opportunity to re-launch the A-League Women.
“The upcoming AFC Women’s Asian Cup, the surging popularity of the women’s game and our iconic generation of Matildas means the time to act is now.
“Ready for Takeoff provides a practical blueprint for the industry to establish a thriving A-League Women.
“The players alone cannot bring this vision to life. It requires the clubs, the APL, FA, government, broadcasters and sponsors to join us and match our members’ desire for progress.
“This vision is an open invitation to all who believe in the incredible potential of women’s football in Australia and New Zealand.”
