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Ultra Football survey reveals barriers and optimism for football in Australia

Australian sporting and lifestyle retailer, Ultra Football has revealed its inaugural ‘Taking Football Forward’ survey results, unveiling valuable insights and urgent action areas for Australian football administration at both a professional and grassroots level.

The new annual survey captured the attitudes and hopes of 1,257 football enthusiasts, including administrators, players and fans.

Ultra Football General Manager Andy Di Donato (pictured below right) said the Talking Football Forward survey explores the sport’s fandom, participation, accessibility and enjoyment as well as what needs to be done to make the game the best it can be.

Di Donato notes “the responses will help provider a deeper understanding of the sport and how Ultra Football can support the game and our customers in a meaningful way.

“Something that was abundantly clear in the findings is the immense passion for football in Australia and its appeal and popularity with a wide demographic audience.

"Disrupting the notion that football is mostly a ‘young persons’ game’, the survey found 15% of Gen Zs – under-21s – play daily, while 30% older millennials and Gen Xers aged 35 to 45 take to the pitch two to three times per week.

“Another notable finding was the gender divide in attitudes – female survey respondents showed a greater sense of optimism about the future of football compared with males, with almost half of women feeling confident compared to around 30% of men.”

More than 1.7 million people participate in football across Australia – almost double the number playing AFL – and grassroots football player numbers are projected to increase over the next decade (Football Australia Participation Report 2023 and AusPlay participation survey for Australian Sport Commission).

Di Donato added “despite the optimism amongst females, they felt strongly that the future of football is contingent on addressing several key issues, with 30% highlighting the need to address racism, sexism and negative commentary, as opposed to just 5% of men.

“The two biggest current barriers – or opportunities – that the Taking Football Forward results exposed were prohibitive costs and accessibility, with 44% identifying expensive registration and membership prices as major barriers.

“Considering the current cost of living crisis and relatively high cost of junior playing fees which are a median of $300 per year (2019 AusPlay report for Australian Sports Commission) and as much as $2,500 for those on pathways to elite level, football is one of the most expensive sports to pursue in Australia.

“To tackle this, Ultra Football has introduced a range of initiatives aimed at making the sport more accessible and inclusive – including commitment for easier access to the game for girls, women and minority groups – and creating opportunities for talent to grow and thrive through grassroots development programs.

“Through our partnerships with One Ball and Future Baller, we are providing equipment, uniforms and resources to assist young people and minority groups to access the sport and feel included in the game.”

Ultra Football Marketing Manager Clare Acheson (pictured above right) said the Taking Football Forward survey results reinforced its brand strategy to drive football forward by listening to, and acting on, Aussie players’ and fans’ feedback.

Acheson enthused "we're excited to partner with like-minded organisations that share our vision, and we also understand the importance of having a role in shaping the sport’s future, reflected in the survey finding that over half of those respondents felt moderate to high trust in retailers to influence football’s direction compared to leagues.

“We want to ensure the beautiful game is a more inclusive game where everyone can feel welcomed by advocating for clarity around pathways and change in negative attitudes. We believe that diversity makes for a stronger, more exciting culture. That’s why one of our pillars is ‘play for positive impact’.”

Ultra Football’s recently released brand manifesto video uses the voices of Steph Catley, Matildas captain, and Jackson Irvine, Socceroos captain, to share a message of progress and passion.

The brand is also partnering with British heavyweight vintage football shirt retailer, Classic Football Shirts, to bring their range of rare authentic vintage jerseys to retail pop-up’s Ultra Football stores this December, just in time for holiday gifting.

Ultra Football has also introduced Ultra Football 11, which supports 11 female and male emerging elite players through product sponsorship, profiling and collaboration opportunities. The players are Keiwa Heida, Nicki Flannery, Isobel Dalton, Avaani Prakash, Grace Maher, Amy Harrison, Mikael Doka, Marin Jakolis, Almani Tatu, Jordi Valadon and Lawrence Wong.

Ultra Football was established in 2016, Ultra Football is Australia’s premier destination for all things football— online and offline. Catering to teams, clubs, players, fans, and brand partners, Ultra Football is dedicated to taking football forward with an unapologetically football approach. Committed to advancing the game and supporting its growth, Ultra Football ensures that players, fans, and the sport itself have everything needed to thrive.

For more information on One Ball  

For more information on Future Baller 

Image top:Ultra Football Melbourne Store; Image below: Ultra Football Marketing Manager Clare Acheson and Ultra Football General Manager Andy Di Donato

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