ALW Struggles Amid Declining Players and Attendance

Post by : Mara Rahim

Australia’s A-League Women (ALW) is currently wrestling with significant challenges. As reported by the Professional Footballers Australia (PFA), the league is witnessing a troubling exodus of top talent, a decrease in match attendance, and heightened mental stress among players. The PFA characterized the league as a “burning platform,” highlighting its struggle to align with global standards in women’s football.

The findings of the PFA indicate that the ALW is failing to maintain its competitive edge against other international women’s leagues. The report revealed a noticeable decline in the league's quality, wages, and player conditions, particularly following the COVID-19 pandemic. Once a leading women’s sports league in terms of remuneration, it now offers the lowest minimum salary among comparable leagues in Australia. Players are departing due to inadequate pay and limited future prospects.

Despite expectations for increased attendance following the successful 2023 Women’s World Cup co-hosted by Australia and New Zealand, the reality was starkly different. Attendance at ALW matches has plummeted by 26 percent in the 2024-2025 season, averaging only 1,559 fans per game. The report indicates a failure to harness the excitement and engagement generated by the World Cup.

Financial instability among ALW players is on the rise. The PFA's report revealed that 76 percent of players feel either “not at all secure” or only “safely secure” financially, a sharp increase from the 66 percent reported two years prior. The current minimum salary for ALW athletes sits at A$26,500 for 2025—far below other Australian women’s sports like cricket (A$74,851), football (A$67,337), and netball (A$45,320).

Moreover, the report flagged alarming concerns regarding players' mental health, with a health audit revealing that 67 percent of them experience sport-related psychological distress, including anxiety and depression. The necessity of juggling supplementary jobs to make ends meet exacerbates their stress levels and impacts their focus on the sport.

As veteran players leave for improved opportunities abroad, the league is trending younger, with those aged 21 and under accounting for nearly one-third of playing minutes in the current season. The report suggests this trend indicates a lack of long-term career stability for experienced players, who should ostensibly serve as role models.

The U.S. has emerged as a prominent destination for Australian female footballers, with 13 transferring to the newly established USL Super League and six joining the National Women’s Soccer League (NWSL). These moves are driven largely by higher compensation and superior training facilities overseas. Meanwhile, the ALW is finding it progressively challenging to attract international talent, often resorting to players from lower-tier European leagues.

Despite these hurdles, the PFA remains optimistic about the ALW’s potential for growth. The report emphasizes the rapid expansion of the global women’s football market, characterized by increased prize money and robust international competitions. With decisive measures from league and club officials, ALW could evolve into a professional and lucrative competition. However, the PFA cautions that decision-makers currently lack the requisite urgency and focus to seize these opportunities.

The PFA has called on league officials to leverage the upcoming Women’s Asian Cup in March, which Australia will host, as a pivotal moment. This event could reignite interest and investment in women’s football. However, the report warns that without substantial improvements, the momentum gained from major tournaments may quickly dissipate. It stresses the need for a defined vision, enhanced pay, and a stronger league that exemplifies real progress for women’s sports.

To date, neither the Australian Professional Leagues, which oversees the ALW, nor Football Australia, the national football federation, have commented on the PFA’s report. The players and supporters now await timely action from the authorities to safeguard the future of women’s football in Australia, preventing further lagging behind global counterparts.