Football Australia inks multi-year sponsorship deal with LEGO Group

LEGO Australia will become the first official partner of Football Australia's Legacy '23 programmes.

The governing body of soccer in Australia, Football Australia, has announced a new multi-year sponsorship partnership with the global toy brand, LEGO Group. This deal has been inked in order to assist in creating a better future for women’s football.

LEGO Australia will become the first official partner of Football Australia’s Legacy ’23 programmes, which aim to encourage and grow the footballers of tomorrow via encompassing play, as part of a three-year agreement.

Football is Australia’s most diversified and representative sport, with nearly two million participants all over 2,400 community clubs, and through the audacious Legacy ’23 strategy, football intends to create an enduring legacy for the sport beyond the worldwide tournament i.e. FIFA Women’s World Cup being hosted in 2023.

Football Australia CEO James Johnson, said, “Legacy ’23 is our opportunity to transform Australian football through impactful and long-lasting tangible benefits from our co-hosting the FIFA Women’s World Cup Australian and New Zealand 2023TM,” said Johnson. It is an opportunity that Football Australia has grasped with both hands, and we have achieved some significant milestones for the game to date.

“We know the power of play through football and the transformative opportunity it can provide for our participants and their families, and we are proud to have on board a partner like LEGO Australia who shares our values and vision.

This exciting partnership with the iconic global LEGO brand alongside our iconic national teams and our Legacy ’23 plan presents an incredible opportunity for collaboration as we seek to inspire Australians. The next 12 months will be a true game-changer for our sport as we continue to bring our vision for legacy to life and make Australian football more inclusive and accessible. We are delighted to have LEGO join us for this journey.”

Over the duration of the collaboration, LEGO Australia will also serve as an official partner of the Matildas and Subway Socceroos, with at-game marketing, branded content initiatives, and advertising.

The announcement follows LEGO’s inclusion in the Laureus Sport for Good Index (to be released on November 7, 2022), a global index that recognises brands that, via partnership, innovative thinking, and imagination, are making a meaningful impact throughout the 17 United Nations Sustainable Development Goals (SDGs).

LEGO Australia & New Zealand, Vice President & General Manager, Troy Taylor, said, “This exciting new collaboration with Football Australia forms part of our ambition to inspire positive change for future generations. We believe that the benefits of play, such as building confidence, creativity, and communication skills, are felt by all children, yet unfortunately, led by society, we still experience stereotypes in what activities including sports, children are encouraged to do, based on their gender.

“At the LEGO Group, we know we have a role to play, to champion inclusive play and help give children the confidence to succeed.”

Both parties will announce the agreement tomorrow i.e. November 12 when Matildas take on the Olympic silver medalists Sweden at AAMI Park.

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