Frequently Asked Questions
Ready for Takeoff is the PFA’s player-driven roadmap for transforming the A-League Women (ALW) into a thriving, sustainable, world-class competition. It outlines the actions needed to strengthen the league’s foundations, increase its visibility, and seize what the players believe is the biggest opportunity in Australian sport.
The players have always understood that a thriving industry is a precondition to excellent careers. The PFA has a long legacy of providing industry thought-leadership, going back to the For the Fans document in 2002 that provided a foundation for what became the A-League Men (ALM) competition.
The players believed it was again necessary to intervene and present their vision for both the ALW and the ALM. Ready for Takeoff is the plan for the women's game to fulfil its potential.
Players have a unique, on-the-ground understanding of where the competition needs to grow. However, this Vision encompasses not only the players' experiences and perspective but is also underpinned by comprehensive market research and analysis of global women's football trends.
The Vision provides a practical blueprint for people already within the industry but it is also intended to alert new stakeholders to the scale of the opportunity, including investors, commercial partners, and government.
The PFA's 2024–25 A-League Women report demonstrated the myriad challenges facing female footballers in the domestic competition:
- 76% of players described their financial situation as "not at all" or only "slightly" secure, and 62% worked outside football during the season.
- ALW players are currently the lowest-paid in major women's sports in Australia; ALW's average salary is just over $30,000 — below wages in women's cricket, netball, AFLW, NRLW and other competitions.
- More than two-thirds of ALW players experienced sport-related psychological distress (including issues such as disordered eating, sleep disturbance, or alcohol misuse) last season.
- Attendance has fallen – matchday crowds dropped 26% in 2024–25 as the competition failed to sustain attention generated by the Women's World Cup.
- There is a growing 'talent drain', with experienced players leaving for overseas leagues — leaving a younger, less experienced playing base, and reducing the overall quality and competitiveness of the ALW.
These trends combined demonstrate an unsustainable competition that is failing to live up to its enormous potential.
At the same time, the 2026 Women's Asian Cup in Australia provides the perfect springboard to relaunch the competition.
The Vision was co-created with current ALW players from across all clubs, drawing upon player experiences, fan insights, research by sports and entertainment agency Gemba, and analysis by the PFA.
- Fit For Purpose Governance (5 recommendations),
- Effective Fan Engagement (8),
- A Reformed Football Economy (4); and
- Suitable Matchday Infrastructure (4).
The players believe that if recommendations outlined in Ready for Takeoff are implemented, the game will be transformed and the generational moment for progress before us will be seized. The recommendations can be found on Page 8 of the vision document.
In addition, the ALW requires that the governance structure has sufficient focus on the unique women’s football opportunity.
It is essential that ALW players are enabled to be full-time professional athletes. But this should not happen in isolation.
Ready for Takeoff explains how transforming the industry will lead to increased revenues on and off the pitch, making the step up in investment affordable.
The same question was asked about the Matildas in 2015. Those players have returned the investment in them many times over.
Fans helped shape the vision through focus groups and surveys. The Effective Fan Engagement pillar explains how the ALW can deliver what fans want. A stronger ALW means better stadium and matchday experiences, richer storylines throughout the season, a competition that better reflects the excitement around women’s football and a closer connection between players, clubs and supporters.
The Vision focuses primarily on the Australian game, particularly Australian fans and the Matildas. Gemba's market research relates to the Australian market. The Australian focus is purely because this is where the PFA's expertise lies.
Wellington Phoenix (and any future internationally-based clubs) are absolutely welcome parts of a thriving ALW.
