Sam Kerr signed with Gotham FC through 2030: and used the platform to call for greater investment in Australia's A-League Women.
Attendance dropped 26%: after the 2023 World Cup, despite the tournament ranking third all-time for average attendance.
The failed KEEPUP digital platform cost the APL an estimated $40 million: , forcing central club funding to drop from $2 million to just $530,000.
Average player wages sit around $30,000 per season: , making the A-League Women the lowest-paying professional women's sport in Australia.
An estimated 62% of players work secondary jobs: to make ends meet.
Canberra United has spent over three years: searching for a new owner.
Central Coast Mariners' corporate takeover excluded the women's program entirely: , raising concerns about the league's commitment to gender equity.
Why this matters: The A-League Women once produced a "golden generation" of Matildas, including Kerr, Steph Catley, Ellie Carpenter, and Caitlin Foord. Without proper funding, the league risks losing its ability to develop and retain world-class talent, weakening Australian soccer on the global stage.
Hosting the 2023 FIFA Women's World Cup was supposed to be a turning point for Australian women's soccer. The tournament drew massive crowds and global attention. Yet, the Australian Professional Leagues (APL) failed to capitalize on that momentum.
While the 2023/24 season saw a post-World Cup attendance bounce of 312,199 spectators, that number collapsed to approximately 190,000 in the following season — a 39% drop in just one year.
One of the biggest drains on league finances was the now-abandoned KEEPUP digital platform. The initiative burned through an estimated $40 million, leaving the APL with no choice but to slash central funding to clubs from roughly $2 million to just $530,000. That 73% reduction has sent shockwaves through the entire league.
The financial strain is showing across multiple clubs:
Canberra United: , the league's only club independent of a men's team, has been searching for a buyer for over three years. The APL is now conducting due diligence on two final interested parties.
Adelaide United: announced significant cost-cutting measures in May, leading to the departure of several key players, including star striker Fiona Worts.
Central Coast Mariners: , the 2024/25 champions, were taken over by Total Growth Soccer Holdings in June — but the deal explicitly excluded the women's program. The official reason cited was a "lack of expertise in the women's game," though the APL says it is working to secure separate investment by July 31.
The A-League Women now offers an average salary of just $30,000 per season, ranking last among professional women's sports in Australia behind cricket (WBBL), netball (Super Netball), and Aussie Rules (AFLW). With roughly 62% of players needing secondary jobs, the league that once attracted international stars like Nadine Angerer, Kim Little, and Jess Fishlock is now struggling to keep its homegrown talent.
Why did Sam Kerr speak out about the A-League Women now?
Kerr used her Gotham FC introductory press conference to highlight the league's struggles, specifically referencing the Central Coast Mariners situation and the broader lack of investment. She emphasized that without proper funding, top players cannot stay in Australia.
What caused the A-League Women's financial crisis?
Multiple factors contributed, including the failed KEEPUP digital platform (which lost $40 million), a 26% attendance drop after the 2023 World Cup, and central club funding cuts from $2 million to $530,000.
How much do A-League Women players earn?
The average seasonal pay is approximately $30,000, making it the lowest-paying professional women's sport in Australia. Roughly 60-62% of players work second jobs.
What is the future of Canberra United?
The club has been seeking a buyer for over three years. The APL is currently conducting due diligence on two interested parties.
Attend matches and purchase merchandise: to directly support A-League Women clubs.
Follow and amplify players' voices: on social media to keep pressure on the APL and potential investors.
Engage with local clubs: and express interest in women's programs to demonstrate demand.
A-League Women players: face difficult financial decisions, many balancing second jobs with professional training and match schedules.
Young Australian girls aspiring to play professionally: may see limited pathways if the league continues to shrink.
Matildas fans: may witness an increasing exodus of top Australian talent to overseas leagues, weakening the national team's depth.
The A-League Women produced a golden generation of Matildas. Without urgent structural and financial reform, the next generation may never get the same chance.
Do you think the A-League Women can turn things around, or will we see more Australian stars heading overseas? Share your thoughts in the comments below.
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Sources:
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